The Orders report in edrone is where you’ll find all orders from your online store, along with information about which ones were generated as a result of marketing activities carried out via edrone. To open it, go to Reports > Orders.
This gives you full insight into your campaign performance and allows you to easily check which features influenced your customers’ purchase decisions.
What does the Orders tab include?
At the top, you’ll see five summary tiles:
Total orders and Orders impacted by edrone,
Total revenue and Revenue impacted by edrone,
Avg. sent messages.
Below the tiles, there’s a list of all orders from your store. Each row has these columns:
Order, Status, Date, Customer and Price – the basic order data,
Coupon – the coupon used in the order, if any (coupons are not used for attribution),
Attributed by – the edrone message the order was attributed to (more below),
Emails, SMS, WhatsApp – how many messages from each channel the customer interacted with before the order,
Social proof, Smart recs, AI Recommendation Frames, AI Sales Agent support – onsite elements that supported the purchase (more below).
Use Filters to narrow the list, for example by order date or contact date, campaign type (e.g. newsletter, abandoned cart) or communication channel (email, SMS, WhatsApp).
Order details – what did the customer journey look like?
Click Details next to an order to open its details panel:
Attribution – the channel and type of message the order was attributed to (e.g. Email · Newsletter),
Order history – a chronological history of touchpoints, split into Before purchase, Order placed and After purchase. For each message, you’ll see whether it was Opened/Not opened and Clicked/Not clicked, as well as onsite elements such as Social proof.
This lets you analyze which campaigns reached the customer, what actions they took, and in what order. To close the panel, click Close.
What are the “All orders,” “Placed,” and “Cancelled” tabs?
All orders – Displays all orders, regardless of status
Placed – Shows only successfully created orders
Cancelled – Lists orders that were cancelled (this depends on your store platform)
How to interpret the “Placed” and “Cancelled” statuses?
The Status column shows one of these values:
Placed – The order was successfully created. However, no further information is yet available (such as payment or shipping status).
Cancelled – The order was cancelled. The reason for cancellation is not available. This status is only supported for some integrations.
What does the “Attributed by” column mean?
The Attributed by column shows whether an order was influenced by any edrone marketing message.
It displays:
The channel responsible for the conversion (e.g., Email, SMS, WhatsApp)
The source of the interaction (e.g., cart recovery automation, newsletter campaign)
What do the numbers in the Emails, SMS and WhatsApp columns mean?
These numbers indicate the total number of opens or clicks on messages from each respective channel before conversion.
In short, they show how many times a user interacted with:
Emails (newsletters and automations)
SMS or WhatsApp messages
What do the Social proof, Smart recs, AI Recommendation Frames and AI Sales Agent support columns mean?
These columns show that an onsite element supported the purchase. They are support, not attribution: they don’t change which message the order is attributed to.
Social proof and Smart recs – the customer saw or clicked the element within 1 day before the order,
AI Recommendation Frames – the customer saw or clicked a frame within 30 days before the order,
AI Sales Agent support – the AI Sales Agent recommended products that the customer clicked or added to the cart.
⚠️ Important: Onsite columns are calculated overnight, so they may appear the day after the order and can still change for about 3 days.
Why do I see a limited number of attribution options in the Filters menu?
The list of attribution types shown in the Filters menu depends on the features you actually use in your edrone account.
For example: if you're not using the After-sale automation, it won’t appear in the list of filters.
Why do I see “0” in the Emails, SMS or WhatsApp columns?
This can happen in two situations:
The order was not attributed to any marketing activity
The order is still being processed by the system
In the second case, instead of showing zeros, you’ll see this message:
“Attribution data is being processed (may take up to 24h)”
How does attribution work in the Orders tab?
The attribution model used in the Orders tab is the same as in the Attribution report. Message attribution is saved as soon as the order comes in.
Message attribution
An order is attributed to the last effective contact with an edrone message, if it occurred within a defined time window before the purchase:
Email – click or open up to 7 days before purchase,
SMS – click: 7 days, delivery: 24 hours,
WhatsApp – click: 7 days, delivery or read: 24 hours.
📌 Tip: For a full explanation of the attribution windows, read How does edrone attribute conversion?
Onsite support
Onsite elements (Social proof, Smart recs, AI Recommendation Frames, AI Sales Agent) were not the direct entry source, but may have influenced the purchase decision. They’re shown as support in their own columns and in the order details – see the section above.
Benefits of using the Orders tab
Easily identify which marketing activities are driving sales.
Analyze the cart value in the context of communication.
View the entire customer journey – from first touchpoint to completed order.
Assess the effectiveness of specific communication channels.
Support business decisions with reliable, data-driven insights.
Are the data up to date?
Yes – the Orders tab is synchronized with your store in real time, depending on your integration setup. Message attribution is saved when the order comes in; onsite columns are updated overnight.
Can I export the data?
Yes. Click Export CSV and choose:
Orders – the list of orders,
Attribution report – the attribution data. Learn more in Attribution report.
Can I analyze orders with AI?
Yes, with the edrone MCP connector. See the reference of engagement type, channel and attribution IDs and MCP prompt ideas.
Need more help?
If you have any further questions about the Order tab, please do not hesitate to contact us at hello@edrone.me