Discount Analytics

Discount Analytics

Most store owners know discounts eat into margins. What they don't know is which discounts, by how much, and whether they're actually generating enough new revenue to justify it. That's what this page answers.

Go to Performance → Discounts to access it.

The overview metrics

Discounted orders % — what share of your orders in the period used a discount code. If this is above 40-50%, you may have a dependency problem.

Total discounted amount — the raw value you've given away in discounts.

Margin impact — the difference in average margin between discounted orders and full-price orders. This is usually the most eye-opening number.

AOV with vs without discount — average order value for each group. A well-designed promotion should still maintain a healthy AOV.

New customer % — what proportion of discounted orders were from first-time buyers. High new customer usage suggests acquisition-focused discounts. Low new customer usage means you're mostly discounting to people who would have bought anyway.

The code breakdown table

The main table lists every discount code used in the period with:

• Usage count and total discounted value
• Average margin per order using the code
• Profit ROI — (total profit from these orders) ÷ (total discounted amount). A code with positive ROI is generating more profit than it's giving away. Negative ROI means it's costing you.
• New vs returning customer split
• Reorder rate — the % of customers who used this code and placed another order later. High reorder rate suggests the discount is acquiring good customers, not just one-time bargain hunters.
• Quality score — a composite score (0-100) that weighs together margin, ROI, and reorder rate. ★ (70+) means the code is performing well on all fronts. ▼ means it needs reviewing.

The trend chart

Shows discounted order volume and value over time. Look for spikes that correlate with campaigns you ran — that tells you whether the campaign drove incremental volume or just cannibalized revenue you'd have gotten anyway.

What to do with this data

Codes with low margins, negative ROI, and low reorder rate are candidates to retire or restructure. Codes with good reorder rates but low immediate margin might still be worth running — they're acquiring loyal customers. Codes with high usage among returning customers are the ones to revisit most urgently: you're training your existing customers to wait for a deal.