At a glance
Share of Sendle parcels delivered on the courier’s first delivery attempt over the trailing 30 days, with no failed-attempt or re-delivery scan in between. A high rate means parcels reach the recipient cleanly the first time; a falling rate signals recipient-not-home patterns, address-quality problems or signature-on-delivery friction. The card warns at <85%, which for most AU and US DTC volume is the line where re-attempt cost and the knock-on lateness start to bite.
What it tracks
First-Attempt Delivery Rate isCOUNT(parcels delivered with no prior failed-attempt scan) / COUNT(delivered parcels) over the rolling 30-day window. It is read from the Sendle Orders API tracking timeline (GET /api/orders/{sendle_reference}/tracking): a parcel that goes straight from In Transit to Delivered scores as a first-attempt success, while any Unable to Deliver or Pickup Attempted event before the delivered scan drops it out of the numerator. Every failed attempt adds a re-delivery cycle, so this rate is a leading indicator for both Avg Transit (days) and Late Shipments: re-attempts push parcels past their quoted ETA. Because Sendle is flat-rate and single-carrier, you cannot rate-shop your way out of a low rate; the practical levers are address validation at checkout, authority-to-leave instructions, and steering signature-required parcels to drop-off where possible. The <85% alert is the cue to audit address quality and delivery-instruction coverage before re-attempts inflate cost and complaints.
Reconciling against the carrier’s own dashboard
Cross-check in the Sendle Dashboard under Orders, comparing parcels with anUnable to Deliver or Pickup Attempted event against the total delivered for the same 30-day range; note that Sendle scan timestamps render in carrier-local time and our index normalises to UTC, so boundary-day parcels can shift between days.