Skip to content

Dashboard Overview

The Abelo Dashboard serves as your organization's central command center for performance monitoring, commercial attribution, audience health, and messaging analytics.

Whether operating as a Business Solution Provider (BSP) messaging infrastructure or an integrated E-Commerce Marketing Automation engine, the dashboard synthesizes real-time delivery reports, customer purchase behavior, and financial metrics into actionable business intelligence.

1. Global Navigation & Organization Controls

The top navigation bar provides persistent organization controls and account visibility across all CMS views:

  • Real-Time Balance & Wallet: Located on the top navigation bar, the wallet badge displays your organization's available credit balance and active currency (e.g., €150.00). Clicking the balance navigates directly to Billing to review funds, top up credits, and more.
  • Organization Switcher: If your user account belongs to multiple organizations or client brands, the dropdown selector in the top-right allows you to switch organizations seamlessly without logging out. All dashboard metrics, campaigns, and audience data reload instantly for the selected tenant.
  • User Profile & Session: Displays user initials, account full name, and provides a quick sign-out action.

2. Setup Notifications & Action Prompts ("Get Started")

When an organization is newly created or missing prerequisite configurations, Abelo presents contextual notification cards at the top of the dashboard. These alerts remain active until the required setup action is satisfied:

Notification Card Guidance & Action
Setup Messaging Channels Prompts you to configure your Viber Business Message service or SMS alphanumeric sender ID under Messaging Channels before sending campaigns.
Add Profiles Informs you that no audience is present. Directs you to Audience & Profiles to upload contact lists or synchronize customers.
Sync Your Store Recommends connecting your Shopify or WooCommerce store to enable automated customer sync, purchase tracking, multi-touch attribution, and RFM segmentation. You can click Sync now to navigate to store settings or choose Dismiss to minimize the card.

3. Insights

The Insights section provides comprehensive visibility into your commercial returns and messaging expenditures.

Timeframe Filter

Using the calendar dropdown in the top-right corner of the Insights header, you can adjust the aggregation window:

  • Yesterday (1 day)
  • Last 7 days (7 days)
  • Last 14 days (14 days)
  • Last 30 days (Default, 30 days)
  • Last 90 days (90 days)

Period-over-Period Comparative Engine

Every KPI card calculates comparative performance against the immediately preceding period of identical duration:

  • Yellow / Green Badge: Indicates positive growth compared to the prior window (e.g. increase in revenue, orders, or ROI).
  • Red Badge: Indicates a contraction or decrease compared to the prior window.
  • Neutral Gray Badge: Indicates zero change, baseline metrics, or relative cost movements.

4. Multi-Touch Attribution Model

To accurately reflect the revenue generated by conversational and SMS marketing, Abelo uses a deterministic, multi-touch attribution engine built directly into its analytical pipeline.

Attribution Windows

An order is attributed to Abelo if it is completed by an identified customer profile within any of the following lookback windows:

Trigger Event Channel Attribution Window Rationale
Message Delivered Viber & SMS 1 Day (24 hours) Accounts for immediate offline or direct conversions prompted by receiving the message notification.
Message Seen / Opened Viber 5 Days Accounts for recipients who viewed the message and made a purchase within an active consideration cycle.
CTA / Link Clicked Viber & SMS 15 Days Reflects intent-driven conversions where the customer interacted directly with a product or promotional link.

Net Order Value Calculation

Attributed revenue represents net realized sales: order total value minus any refunds issued (total_price - total_refunded). Voided, cancelled, or fully refunded orders are automatically excluded from attribution calculations.

5. KPIs & Unit Economics

The dashboard displays five primary KPI cards highlighting marketing effectiveness and audience metrics:

  • Revenue Attributed

    Total net sales generated by orders attributed to Abelo messaging interactions during the selected period. Also displays the total number of attributed orders placed alongside period-over-period percentage growth.

  • Total Costs

    Aggregate messaging expenditure incurred during the selected period. Incorporates carrier charges for delivered Viber messages, SMS segments, and platform usage fees.

  • Abelo ROI

    Your return on messaging investment, calculated as the ratio between attributed revenue and total costs. Presented as a revenue multiplier (e.g. 12.4x) and translated into human-readable currency return (e.g., "For every €1 spent, you earned €12.40").

  • Orders Attributed & Unit Economics

    Total count of completed orders attributed to campaigns, supplemented by three critical e-commerce unit economics: RPR, AOV, and CPS.

  • Audience Health & Growth

    Total non-deleted customer profiles within your organization, categorized into New, Active, and Dormant cohorts.

  • Marketing Consent by Channel

    Radial progress gauges displaying verified promotional opt-in rates and absolute subscriber counts for both Viber and SMS.

Detailed Unit Economics Explained

Beneath the Orders Attributed metric, Abelo computes three essential e-commerce ratios:

Metric Definition & Strategic Value
RPR (Revenue per Recipient) Measures the monetary yield generated for every unique recipient contacted. Helps determine audience messaging frequency and segment quality.
AOV (Average Order Value) The average checkout basket size of orders driven by Abelo campaigns. Useful for comparing campaign-driven order size against organic store benchmarks.
CPS (Cost per Sale) The acquisition cost required to generate one completed purchase via messaging. Comparing CPS with your gross margin ensures campaigns maintain healthy profitability.

Audience Lifecycle Breakdown

The Audience card categorizes customer profiles into engagement tiers:

  • Total Profiles: Total non-deleted customer contacts currently stored in your account.
  • New (added last 7d): Contacts newly imported, synced from an e-commerce platform, or captured via lead forms within the past 7 days.
  • Active (activity in last 30d): Profiles with verified purchase activity or campaign interactions (message opened or link clicked) in the preceding 30 days.
  • Dormant (no activity in last 90d): Profiles with zero purchases and zero campaign engagement over the past 90 days. Ideal candidates for automated re-engagement or win-back campaigns.

The Marketing Consent by Channel module displays interactive radial progress gauges for verified channel permissions:

  • Viber Consent: Percentage and total count of profiles with active Viber promotional opt-in.
  • SMS Consent: Percentage and total count of profiles with active SMS promotional opt-in.

Consent Compliance

Maintaining verified marketing consent ensures compliance with European GDPR, ePrivacy directives, and mobile carrier regulations. Abelo automatically respects customer opt-outs during campaign dispatch. For details, see GDPR & Compliance.

6. Performance Overview

The Performance Overview chart provides daily time-series analysis to track how messaging volume influences business outcomes.

Chart Features

  • Custom Chart Timeframe: Independently toggle between Last 7 days, Last 14 days, Last 30 days, and Last 90 days.
  • Dual-Metric Comparison:
    • Primary Metric: Select your baseline variable (Revenue Attributed, Orders Attributed, or Messages).
    • Secondary Metric: Select an optional second variable to plot simultaneously on a dual-axis format, or choose None to isolate a single metric.
  • Trend Identification: Overlaying Messages Delivered alongside Revenue Attributed reveals message dispatch impact, peak customer response hours, and latency between message delivery and purchase completion.

7. RFM Customer Segmentation Matrix

When an e-commerce store is connected, Abelo automatically performs RFM (Recency, Frequency, Monetary) customer analysis to segment buyers based on actual transaction history:

quadrantChart
    title RFM Segmentation Map
    x-axis Low Recency --> High Recency
    y-axis Low Frequency & Monetary --> High Frequency & Monetary
    quadrant-1 Champions & Potential Loyalists
    quadrant-2 Loyal Customers & At Risk
    quadrant-3 Lost & Needs Attention
    quadrant-4 Promising & New Buyers

Scoring Dimensions

Every customer with at least one recorded purchase receives an integer score from 1 (lowest) to 5 (highest) across three dimensions:

  1. Recency (R): How recently the customer completed an order (mapped to the horizontal X-axis, 1 to 5).
  2. Frequency (F): How often the customer places orders over their lifetime.
  3. Monetary (M): Total financial value spent across all completed orders. Frequency and Monetary scores are combined along the vertical Y-axis (1 to 5).

The 8 Behavioral Customer Segments

The 5x5 heatmap groups your customer base into 8 distinct strategic segments:

Segment Matrix Grid Position Customer Behavior Recommended Messaging Strategy
Champions Recency: 4–5
F+M: 4–5		 Your best customers. Purchased recently, buy frequently, and spend the most. VIP early access, new product line announcements, brand advocate rewards, exclusive perks.
Loyal Customers Recency: 1–3
F+M: 4–5		 Steady, high-spending buyers who purchase regularly but haven't purchased in the most recent window. Loyalty appreciation offers, personalized recommendations based on past purchases, upsell bundles.
Potential Loyalists Recency: 3–5
F+M: 3		 Recent buyers with above-average spend and repeat order potential. Second-purchase incentives, membership invitations, cross-sell related categories.
Promising Recency: 4–5
F+M: 1–2		 Recent first-time buyers who made an initial purchase but haven't built order volume yet. Welcome onboarding series, product tips, limited-time discount on their second order.
Needs Attention Recency: 3
F+M: 1–2		 Above-average past buyers whose purchase frequency is beginning to slow down. Time-sensitive re-engagement discounts, product replenishment reminders.
At Risk Recency: 1–2
F+M: 3		 Valuable customers who purchased frequently in the past but have not returned in months. Win-back campaigns, personalized "We miss you" vouchers, surveys soliciting product feedback.
Can't Lose Them Recency: 1–2
F+M: 2		 High-lifetime-value spenders who have ceased ordering entirely. Immediate churn risk. Strong financial incentives, direct outreach, aggressive revival offers.
Lost Recency: 1–2
F+M: 1		 Lowest recency, frequency, and monetary scores. Inactive past customers. Low-cost seasonal clearance broadcasts, opt-in confirmation re-permissioning.

Segment Inspection Table

Beside the 2D grid, an interactive summary table details the metrics for each segment:

  • Customer Count: Total unique profiles currently classified in the segment.
  • Population Share: Percentage of the total customer base.
  • Average Frequency: Mean number of orders completed per customer in that group.
  • Average Spend: Mean lifetime spend per customer in that group.
  • Interactive Highlight: Hovering over any row in the table or cell in the grid isolates that cohort on the heatmap.

8. Latest Campaigns & Quick Actions

The bottom section of the dashboard highlights your most recent campaigns and provides fast shortcuts to campaign workflows:

Recent Campaign Cards

Displays up to the 3 most recently sent campaigns with performance indicators:

  • Dispatch Timestamp: Localized date and time of campaign execution.
  • Name & Channel Indicator: Displays campaign name alongside a Viber or SMS icon badge.
  • Delivery & Financial Cost: Total messages successfully delivered to recipient handsets and the exact net billing cost incurred.
  • Commercial Performance: Direct Revenue Attributed and count of Orders Attributed driven by that specific campaign.
  • View Report Button: Direct link navigating to the detailed campaign report.

Campaign Launcher

  • View all Campaigns: Links directly to the full Standard Campaigns List.
  • Create new Campaign: Opens a modal prompting you to select between a New Viber Campaign or a New SMS Campaign, streamlining the path to audience targeting and message composition.

Next Steps

Now that you understand how to navigate and interpret the dashboard, explore how to execute campaigns and manage your audience: