Discount code statistics, measure the impact of your discount codes

What do the discount code statistics show?

Under Statistics → Discount codes, you'll find an overall analysis of how your discount codes are performing. The page helps you answer questions like: What percentage of my orders use discount codes? What do the discounts cost me in lost revenue? And are my codes raising or lowering the average order value?

The four key figures at the top

At the top of the page, you'll see four cards with the most important key figures for the selected period:

• Discounted orders, number and percentage of orders where a discount code was used. If you keep an eye on this number over time, you can see if discount usage is increasing or decreasing.
• Total discount given, the total amount your customers have saved via discount codes and the average discount per order. This is your direct cost of offering discounts.
• Revenue with discount, the total revenue from orders with a discount code, with comparison to the previous period. Compare to total revenue to see how much discount code orders contribute.
• AOV with vs. without discount, the difference in Average Order Value (AOV) between orders with and without a discount code. A positive number means that discount code customers buy more on average.

Bar chart: With and without discount

The graph shows the revenue split between orders with and without a discount code, broken down per day or month. It gives you a visual picture of when discount codes are used the most, for example during promotions, Black Friday or seasonal sales. Below the graph is a table with the exact figures for each period, so you can follow the development over time.

Table per discount code

Further down you will find a detailed table with each discount code. For each code you see:

• Code, the discount code with a badge showing whether it is a percentage discount or a fixed amount
• Used, the number of times the code has been used
• Total discount, the total discount amount for the code
• Revenue, what orders with the code have generated
• Average order value, average order value when this code is used
• Status, whether the code is still active, expired or deactivated
• Last used, when the code was last used

The table can be sorted on all columns so you can quickly find your most used code or the code that has given the biggest discount. You can click on a code to edit it.

Select period

Use the shortcuts at the top to change the period: this month, last month, last 3 months, last 12 months, this year or last year. You can also select a custom period with a from and to date.

CSV export

Click Export CSV to download all data for further analysis in Excel or Google Sheets. The export contains all columns from the table and is useful for accounting or to share with your accountant.

Tips for using the discount code statistics

• Compare the AOV, if the order value is higher with a discount code, the codes drive additional sales. If it's lower, you might just be discounting purchases that would have happened anyway. Consider setting a minimum purchase as a condition in the discount code setup.
• Keep an eye on the discount percentage over time, an increasing discount percentage can mean that customers get used to waiting for discounts. This can erode your profit margin.
• Find popular codes, codes with high usage but low revenue may indicate that the code is being shared outside the target audience.
• Check if old codes are circulating, look for codes that are used but you thought had expired. Some customers share codes on coupon portals. Consider setting an expiration date and usage limit.
• Measure campaign performance, create unique codes for each campaign so you can see exactly which campaign is performing best. Combine with conversion rate statistics for the full picture.

Discount codes are a powerful sales tool, but only if you keep an eye on the impact. Use the statistics to make sure your discounts are actually driving revenue and not just eating into your profit margin.

Do you need help? Contact us at support@shoporama.dk.