Analytics
Three reports that answer three different questions: did the automation make money, is the team keeping up, and are orders actually arriving.
Insights has three screens: Analytics for revenue, recovery and campaign performance; Team performance for agent response and resolution; and Delivery & RTO for fulfilment outcomes. Revenue figures use last-touch attribution over a seven-day window, which is why they will not match a click-only report.
Analytics
| Metric | What it actually measures |
|---|---|
| Recovered revenue | Orders attributed to a recovery journey on last touch within seven days. |
| Campaign revenue | Orders attributed to a broadcast on the same basis. |
| Messages sent and delivered | Volume, by channel. Useful for cost, not for performance. |
| Read rate | Share of delivered messages opened. Expect it to be far above email. |
| Reply rate | The number that predicts revenue best — it means a conversation started. |
Team performance
Per-agent response time, resolution counts and conversation volume. The useful read is not who answered most, but whether first-response time holds up at your busiest hour — that is when customers leave.
Delivery and RTO
Fulfilment outcomes: delivered, returned to origin, and the share of each by payment method. This is where you find out whether COD confirmation is working, since prepaid and confirmed-COD orders should return at visibly different rates.
| Cut | Why it matters |
|---|---|
| RTO by payment method | COD versus prepaid. The gap is your conversion opportunity. |
| RTO by region | Some pin codes are structurally worse. Price or restrict accordingly. |
| RTO by product | A single product driving returns is usually a sizing or expectation problem. |
| Delivery time | Promise this, not your best case. Late delivery drives both RTO and support volume. |
Reading these honestly
- Attribution is last touch, seven days. It credits reminders customers acted on without clicking, and it will over-credit if you send a lot.
- Sent is not a result. A chart of messages sent measures your spending, not your return.
- Compare like windows. Month-on-month across a sale period tells you about the sale, not the automation.
- Zero recovered revenue with real sends means nobody has completed a checkout after a message yet — not that attribution is broken.
- Store growth — Cart-level recovery detail.
- Commerce and economics — True margin after costs.
- Analytics feature page — What it looks like in the product.
Frequently asked questions
Why is recovered revenue different from what I expected?
Attribution is last touch within seven days, so a customer who received a reminder and then came back to your site directly still counts. That is deliberate — click-only attribution badly under-counts WhatsApp, where people often act without tapping the link.
Why do TopEdge numbers not match Shopify analytics?
Different definitions. Shopify total sales includes shipping and tax, while store economics reports net of cost of goods, shipping and fees. Check you are comparing the same date range and the same measure before assuming a sync problem.
Updated 2026-10-04