Sendocki displays about twenty indicators in its dashboard. This article is your reference guide: for each KPI, you have (1) its exact definition, (2) what it means for your business, (3) an order of magnitude of what is good or bad.Documentation Index
Fetch the complete documentation index at: https://help.sendocki.io/llms.txt
Use this file to discover all available pages before exploring further.
🎯 Hero KPIs — your North Star
The 2 indicators that sum up everything:Delivery rate
“Share of shipped orders that were delivered.”What it’s for: it’s your #1 indicator of operational health. If you deliver 90% of what you ship, your logistics holds. If you drop to 70%, you lose money on every shipment.
| Value | Interpretation |
|---|---|
| > 85% | 🟢 Excellent — your operations are healthy |
| 70-85% | 🟡 Correct — typical Morocco COD, can be improved |
| < 70% | 🔴 Alert — carrier issue or faulty call queue |
Delivered cohort revenue
“Revenue from delivered orders.”What it’s for: it’s your real revenue, not the paper one. Created orders can be cancelled or returned — only delivered ones really count.
📊 The 12 period cards
Counters and amounts that summarize your period:Orders — the counters
📦 Orders created
📦 Orders created
All new orders that entered Sendocki during the period. Includes everything — including what will be cancelled later.To watch: your gross activity volume. If you launch a promo, this figure should climb visibly.
✅ Orders confirmed
✅ Orders confirmed
Orders that reached the “Confirmed” stage in your pipeline. For COD stores, it’s the moment the customer validated their purchase by phone or via WhatsApp.To watch: confirmed/created ratio = your confirmation rate. If too low, your call queue isn’t keeping up.
📤 Orders shipped
📤 Orders shipped
Orders handed to the carrier. Indicates the efficiency of your preparation.To watch: average delay between “Confirmed” and “Shipped”. If > 48h, you lose in customer satisfaction (and increase late cancellations).
🚚 Orders delivered
🚚 Orders delivered
Orders effectively handed to the end customer. The only figure that really counts for your business.To watch: evolution over time. A sudden drop while creations are stable = logistical problem.
🔄 Orders returned
🔄 Orders returned
⚠️ Increase = bad news. Orders that the customer refused or that came back for operational reasons.To watch: returns/shipped ratio. > 15% in Morocco = warning signal (disappointing product, aggressive carrier, COD fraud).
❌ Orders cancelled
❌ Orders cancelled
⚠️ Increase = bad news. Orders cancelled at any stage (before or after confirmation).To watch: global cancellation rate + detail by moment (before conf, after conf, after shipping). A spike in cancellations after shipping = real problem (aggressive driver, wrong customer info).
Customer communication
💬 WhatsApp conversion rate
💬 WhatsApp conversion rate
Proxy of your conversion via WhatsApp: orders confirmed directly (without going through the call queue) divided by delivered orders. Invariant indicator — same value in both modes.To watch: if you activate your WhatsApp confirmation templates, this rate should increase. Measures the effectiveness of your WhatsApp-first acquisition.
📱 Total WhatsApp messages
📱 Total WhatsApp messages
Overall volume of WhatsApp messages sent AND received during the period. Includes customer conversations + automated templates.To watch: if this figure explodes, your Meta costs go with it. Optimize your templates to avoid unnecessary sends.
Revenue
💵 Created revenue (gross)
💵 Created revenue (gross)
Total amount of orders created during the period. It’s the potential revenue — but it will be reduced by cancellations and returns.To watch: difference between created and delivered revenue. The bigger the gap, the more important your operational losses.
💰 Delivered revenue
💰 Delivered revenue
Amount of effectively delivered orders. It’s the figure your accountant uses.To watch: growth vs previous periods. It’s the most reliable business indicator.
📉 Return revenue
📉 Return revenue
⚠️ Increase = bad news. Amount of orders returned during the period — revenue lost after delivery.To watch: return revenue / delivered revenue ratio. Beyond 10-15%, your gross margin is seriously eroded by returns.
🛒 Average basket (AOV)
🛒 Average basket (AOV)
Delivered revenue divided by the number of delivered orders. How much a customer spends on average per order.To watch: evolution over time. An average basket going up = you sell higher per order (successful upsell, premium range). Going down = promo sales dominate.
🪜 Transition rates between stages
The “Order journey” block details how your orders progress stage by stage:Global confirmation rate
Global confirmation rate
“Share of created orders that reached a confirmed stage.”Your ability to transform a received order into a confirmed order (by call, WhatsApp, or auto).
| Value | Interpretation |
|---|---|
| > 80% | 🟢 Excellent — efficient call queue or WhatsApp |
| 60-80% | 🟡 Correct — typical COD |
| < 60% | 🔴 Alert — your call queue isn’t processing fast enough |
Direct pre-confirmation
Direct pre-confirmation
“Share of orders confirmed without going through the call queue.”Measures your WhatsApp-first efficiency. The higher, the less work for your call center team.Strategy: if you want to reduce call center costs, you want this figure high. Improve your WhatsApp confirmation templates.
Shipping rate
Shipping rate
“Share of confirmed orders that were shipped.”If an order is confirmed but not shipped, either it’s pending, or it was cancelled in between. This rate measures your preparation efficiency.
| Value | Interpretation |
|---|---|
| > 95% | 🟢 Excellent |
| 85-95% | 🟡 Correct |
| < 85% | 🔴 Too many post-confirmation cancellations |
Delivery rate (already seen in Hero)
Delivery rate (already seen in Hero)
“Share of shipped orders that were delivered.”The most important. See Hero KPIs section at the top of this article.
Return rate
Return rate
“Share of shipped orders that came back.”Measures delivery failures. Includes customer refusals, incorrect addresses, unreachable.
| Value | Interpretation |
|---|---|
| < 10% | 🟢 Excellent |
| 10-20% | 🟡 Acceptable (typical Morocco COD) |
| > 20% | 🔴 Problem: product quality, carrier, or customer base |
Global cancellation rate
Global cancellation rate
“Share of created orders that were cancelled.”Includes cancellations at all stages. Closely linked to return rate but broader.
Detailed cancellations (pre conf, post conf, post ship)
Detailed cancellations (pre conf, post conf, post ship)
3 sub-indicators that break down where cancellations happen:
- Before confirmation: cancelled by your team (bad profile) or by the customer (quick change of mind)
- After confirmation: cancelled between confirmation and shipping — often customer who stops responding
- After shipping: cancelled while the parcel is already gone — the most costly, to minimize absolutely
⏱️ Lead times — your operational efficiency
Average delays between critical stages:| KPI | Definition | Good threshold Morocco COD |
|---|---|---|
| Confirmation delay | Average time between creation and confirmation | < 24h |
| Shipping delay | Average time between confirmation and shipping | < 48h |
| Delivery delay | Average time between shipping and delivery | 2-5 days depending on carrier |
| Total cycle time | Average time between creation and delivery | 3-7 days |
🎯 Advanced indicators (useful for fine steering)
Useful confirmation rate
Useful confirmation rate
“Confirmations that end in delivery, excluding returns.”Filters fake confirmations (customers who confirm then refuse at delivery). More demanding than the simple confirmation rate.Strategy: if global confirmation high but useful confirmation low → your agents confirm customers who don’t really want to buy (just to close the call). Training necessary.
Confirmation rate by call
Confirmation rate by call
“Share of the call queue that ends confirmed.”Performance of your call center team specifically (vs WhatsApp or other channels).
| Value | Interpretation |
|---|---|
| > 70% | 🟢 Efficient call center team |
| 50-70% | 🟡 Correct, can be improved |
| < 50% | 🔴 Training or team change to consider |
Unreachability rate
Unreachability rate
“Share of orders that went through an unreachable stage.”Measures how many customers don’t respond at all. Beyond 20%, your customer file quality is degrading (fake numbers, cold prospects, etc.).
Successful recontact rate
Successful recontact rate
“Share of delivery failures finally delivered.”Measures your ability to recover a failed delivery (customer retried, address corrected, etc.). The higher, the better your team handles after-sales.
Net delivered
Net delivered
“Delivered figure minus costs related to configured returns.”Even more demanding indicator than delivered revenue: deducts return costs (carrier fees charged on refused parcels).Strategy: if Net delivered is much lower than delivered revenue, your returns cost you dearly in transport fees (in addition to the lost product).
🚦 How to react to signals
🔴 My delivery rate is dropping
🔴 My delivery rate is dropping
Probable causes:
- Underperforming carrier (zone change, contract) — check in Performance by city
- Sudden increase in return rate
- Shipping delay too long → customers change their mind
🔴 My return rate is going up
🔴 My return rate is going up
Probable causes:
- Defective or disappointing product → check Product performance (return rate per product)
- Bad customer file (COD Risk segment rising → see Customer segmentation)
- Aggressive carrier (driver who forces) → check by city
🟡 My average basket is dropping
🟡 My average basket is dropping
Probable causes:
- Promos / discounts in progress (normal during Black Friday, sales)
- Increase in entry-level sales
- Customers ordering less per send (platform effect)
🟡 My delivered revenue stagnates despite created revenue going up
🟡 My delivered revenue stagnates despite created revenue going up
Your operational losses (cancellations + returns) grow in absolute.Check:
- Useful confirmation rate
- Return rate
- Revenue cascade (visualizes exactly where revenue dissipates)
🟢 Everything's fine, how to progress?
🟢 Everything's fine, how to progress?
Excellent — you’re in the “optimize” phase. Some leads:
- Push average basket: cross-sell, recommendations, packs
- Increase WhatsApp share in conversion (reduces call center costs)
- Reactivate Inactive (customer segment) with targeted campaigns
- Test new cities (broaden geography)
What’s next?
Dashboard overview
Understand the complete structure and navigate the dashboard
Customer segmentation
To go further in marketing strategy by segment