If a subscriber receives an email campaign, clicks on one of the links in the campaign, and makes a purchase within the next 7 days (the default attribution window duration), this purchase is counted as a conversion.
In this sense, conversion rate indicates the percentage of subscribers among your overall campaign recipients that perform the desired action after receiving your email campaign. It is calculated as (# conversions / # delivered emails) x 100.
The default goal of Insider's Email product is purchase. When a user makes a purchase, that is counted as a conversion.
Revenue attribution across campaigns (depending on account creation)
For accounts created on or after Jul 1, 2026: Last click (default)
If a user clicks on multiple Email campaigns and then makes a purchase within the attribution window, the purchase is attributed only to the last clicked campaign. Only that campaign records the revenue, and Overall Analytics counts the purchase once, as unique revenue.
Accounts created before Jul 1, 2026: No deduplication (default)
Purchase revenue is recorded per campaign, without deduplication across campaigns. For example, a user clicks on a product with a price of 10 USD in 3 different campaigns and purchases it. Each campaign would have revenue of 10 USD from this purchase, and Overall Analytics would reflect this purchase in each of the 3 campaigns rather than unifying it into a single 10 USD.
Existing accounts (created before Jul 1, 2026) can also request Last Click attribution. Contact the Insider One team to enable it for your account.
Attribution model
Every conversion report attributes results using a specific model, and the model is not the same for every product. Before you compare numbers, check which model a report uses.
Email last-click
Campaign revenue is attributed to the last click before the purchase. When the same product is bought after clicks in several campaigns, the overall analytics de-duplicates the revenue so it is counted once, against the last click.
Email does not track opens
Conversions are attributed to clicks, never to opens or deliveries. Open and view-based attribution is available for the Architect, Mobile App, and OnSite products, but not for Email. Because of this, a tool that attributes to opens or deliveries can report a higher conversion count than Insider for the same campaign.
On the bulk email (standalone), opens are not used for attribution, regardless of whether it's a machine open or a human open.
The “view” corresponds open for Architect Email.
Conversion duration
The period after a click during which an action still counts as a conversion (7 days by default for Email) can be changed in Email Settings, or per campaign at the launch step. See Conversion Duration Settings.
When Insider's figures differ from those of another platform, confirm that both use the same attribution model and the same window before reconciling the discrepancy.
Beyond conversion counts
Conversion tracking answers the question: "How many conversions did this campaign drive?" Two related reports go further:
Per-message delivery and engagement events
Every email records its delivery and engagement events, including delivered, open, click, bounce, block, spam report, and unsubscribe, each with its own parameters. These feed the campaign reports and are also available as default events. See Email Metrics and Email Recipients Activity.