The Orders tab in the edrone system 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.
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?
The Orders tab displays a list of all orders from your store, along with details such as:
products in the cart,
customer data,
order value, attribution (if and how edrone influenced the conversion).
You can sort and filter the order list by:
order date or contact date,
campaign type (e.g. newsletter, abandoned cart),
communication channel (email, SMS, WhatsApp – coming soon).
Timeline – what did the customer journey look like?
By clicking on a specific order, you’ll see a timeline of the customer’s interactions with the edrone system – a chronological history of touchpoints that led to the purchase. This lets you analyze:
which campaigns interacted with the customer,
what actions were taken (e.g. email click, widget view),
in what order the touchpoints occurred,
which ones had a real impact on the conversion (attribution).
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?
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 action.
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 Email, SMS, WhatsApp, Social Proof, and Smart Recs 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
Onsite features like Social Proof and Smart Recommendations
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” and a greyed-out “Attribution details” button?
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. It includes two types of impact:
Direct attribution (last-click)
An order is directly attributed to a specific touchpoint if the last interaction occurred within a defined time window before the purchase:
Email – click or open up to 7 days before purchase,
SMS / WhatsApp – click: 7 days, delivery: 24 hours.
Assisted attribution (supported)
Assigned when the customer interacted with onsite elements that were not direct entry sources, but may have influenced the purchase decision:
Social Proof – e.g. notifications about how many people are viewing a product,
Smart Recommendations – dynamic product recommendations displayed on the site.
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.
Can I export the data?
At the moment, data export from the Orders tab is not available.
Need more help?
If you have any further questions about the Order tab, please do not hesitate to contact us at hello@edrone.me