Coupon Performance Report

The Coupon Performance report shows you exactly how your discount codes are performing. See which coupons drive the most orders, how much discount you are giving away, and how coupons affect your average order value.

Accessing the report

1. Go to Reports in your admin portal
2. Click Orders → Coupon Performance
3. Select a date range (defaults to last 30 days)
4. Click Apply to generate the report

Summary metrics

Orders with coupons The number of orders where a coupon code was applied.

Orders without coupons The number of orders placed without any discount code.

Coupon usage rate The percentage of total orders that used a coupon. A rising usage rate may indicate customers are becoming coupon-dependent, which can erode margins.

Total discount given The total monetary value of all discounts applied during the period.

AOV comparison

A side-by-side comparison of average order value for orders with and without coupons:

Use this to understand whether coupon users spend more or less than non-coupon customers. If coupon users have a higher AOV, coupons may be successfully encouraging customers to add more items to qualify for the discount.

Individual coupon performance table

A detailed breakdown of each coupon used during the selected period:

Coupon code The discount code customers entered at checkout.

Discount type How the discount is applied:

• Percentage off (e.g. 10% off)
• Fixed amount off (e.g. £5 off)

Discount value The discount rate or amount for the coupon.

Times used How many orders used this coupon during the selected period.

Total discount given The total monetary value of discounts applied using this coupon.

Revenue from coupon orders The total order value from orders that used this coupon (before discount).

Average Order Value The average order total for orders using this coupon.

Coupon status Whether the coupon is currently active or inactive.

Auto-applied Whether this coupon is automatically applied at checkout without the customer needing to enter a code.

Filters

Date range

Choose from a preset period or set a custom range. Available presets include: Today, Yesterday, Last 7 days, Last 30 days, This week, Last week, This month (excl. today), Last month, Last 3 months, Last 6 months, Last year, Year to date, Same month to same day last year, Same month last year.

Exporting data

1. Select your date range
2. Click Export CSV or Export Excel
3. Save the file to your computer

Export includes:

• Coupon code
• Discount type and value
• Times used
• Total discount given
• Revenue from coupon orders
• Average order value
• Coupon status

Using insights

Identify your highest-performing coupons

Sort by "Times used" or "Revenue from coupon orders" to see which codes are driving the most activity. These coupons are worth featuring in future marketing campaigns.

Spot coupons that are costing more than they earn

If a coupon has a high "Total discount given" but low "Revenue from coupon orders", it may not be generating enough additional revenue to justify the discount. Consider adjusting the discount amount or removing the coupon.

Monitor coupon dependency

If the coupon usage rate is consistently high, customers may be waiting for discount codes before purchasing. Consider reducing the frequency of promotions or using personalised codes rather than publicly shared ones.

Compare auto-applied vs manual coupons

Auto-applied coupons remove friction from checkout, which can increase conversion. Compare their performance against manually entered codes to decide whether automatic application is worth the trade-off in discount costs.

Next steps

• Review sales revenue to see how discounts affect your overall revenue
• Check order value trends to understand coupon impact on AOV over time
• Manage your coupons to create or update discount codes