> For the complete documentation index, see [llms.txt](https://docs.rafflex.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.rafflex.io/downloads-and-reports/downloads/coupon-roi-analysis.md).

# Coupon ROI Analysis

Find out whether your discount codes pay for themselves. See how often each coupon was used, how much discount it gave, the revenue it brought in, how many new customers it won and its return on inves

***

The Coupon ROI report shows how each of your [discount codes](/marketing/website-tools/promos-and-discounts.md) performed over your chosen dates, as a spreadsheet (CSV file). ROI stands for **return on investment**. In this report it means how much revenue a coupon brought in for every £1 of discount it gave away.

For every coupon, you can see how many times it was used, the total discount given, the revenue from the orders that used it, how many new and returning customers used it, and a simple status telling you whether it is paying for itself.

Use it to:

* Decide which coupons to keep, change or retire.
* See which codes are best at winning **new** customers.
* Compare different offers, for example a 10% code against a £5 off code.

***

### How to Generate

1. In the **admin panel**, open **Analytics** from the left-hand menu.
2. Click the **Download Reports** button at the top of the page. This opens the **Downloads** page.
3. Click **Generate Report**.
4. Choose **Coupon ROI** from the menu. It sits in the group with **Wallet Credit Usage** and **Users**.
5. Set your **Date Range** (see below).
6. Click **Submit**.

You will see a **Download Started** message. The report is prepared in the background, and you will receive an email titled **Your Coupon ROI Analysis Report is Ready** with a **View Downloads** button. You can also stay on the **Downloads** page and click **Download** next to the report once its status shows as complete. Finished files stay on the Downloads page for 30 days.

{% hint style="info" %}
**Can't see the Download Reports button?** Contact Rafflex support and we will help you get access. If you are a staff member and cannot see **Analytics** in the menu at all, your account probably has the **Restrict Financials** restriction, which blocks Analytics and all downloads. The site owner can change this, as explained in [Staff Accounts and Access](/managing-your-site/customers/staff-accounts-and-access.md).
{% endhint %}

{% hint style="info" %}
You can have up to 3 reports being prepared at once. If you see **Report Limit Reached**, wait for one to finish before starting another.
{% endhint %}

***

### Filters

#### Date Range

Choose one of the ready made ranges: **Last 1 Day**, **Last 3 Days**, **Last 5 Days**, **Last 7 Days**, **Last 14 Days**, **Last 30 Days** (the default) or **Last 60 Days**.

To pick your own dates, choose **Custom**. Two date boxes appear, **From Date** and **To Date**. A custom range can cover up to 3 months, and neither date can be in the future.

Orders are included based on the date they were **placed**.

#### Which orders are included

* Only **completed** orders are counted. Pending and cancelled orders are left out.
* Only orders where a coupon code was used are counted. Orders without a code do not appear at all.
* A coupon only appears if it was used at least once in your dates. Codes nobody used are not listed.

***

### What's Included

Each row represents one coupon. The coupons that brought in the most revenue are at the top.

| Column                          | What it shows                                                                                                                                             |
| ------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Coupon Code**                 | The code the customer entered. It is shown with the coupon's reference number in front, for example **12-SUMMER10**.                                      |
| **Times Used**                  | How many completed orders used the code in your dates.                                                                                                    |
| **Total Discount Given (£)**    | The total amount taken off those orders by the code. This is what the coupon "cost" you.                                                                  |
| **Total Revenue Generated (£)** | What customers paid on those orders after the discount (see the note below).                                                                              |
| **Average Order Value (£)**     | The average amount paid per order using the code.                                                                                                         |
| **New Customers**               | Customers whose very first completed order on your site used this code.                                                                                   |
| **Returning Customers**         | Customers who had already completed an order before the one that used this code.                                                                          |
| **ROI Ratio**                   | **Total Revenue Generated** divided by **Total Discount Given**, to two decimal places. For example 4.50 means £4.50 of revenue for every £1 of discount. |
| **Status**                      | A quick rating based on the ROI Ratio (see below).                                                                                                        |

{% hint style="info" %}
**About Total Revenue Generated.** This is the order total after the discount. For orders paid partly with [site credit](/additional-settings/site-credit-and-wallets.md) and partly by card, only the card part is counted. For orders paid entirely with site credit, the credit spent is counted.
{% endhint %}

#### Status Guide

| Status              | ROI Ratio       | What it means                                                        |
| ------------------- | --------------- | -------------------------------------------------------------------- |
| **High Performing** | 3.00 or higher  | The code brought in at least three times what it gave away.          |
| **Good**            | 1.50 up to 3.00 | The code brought in comfortably more than it gave away.              |
| **Break Even**      | 1.00 up to 1.50 | Revenue was roughly equal to, or a little above, the discount given. |
| **Underperforming** | Below 1.00      | The code gave away more in discount than the orders brought in.      |

If a coupon was used but took nothing off any of the orders in your dates, its ROI Ratio shows **0.00** and its Status shows **Underperforming**.

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### Reading the Report Sensibly

The ROI Ratio is a helpful starting point, but it does not tell the whole story. Before you retire a code, think about:

* **New customers.** A code with a modest ROI that brings in lots of **New Customers** may be well worth keeping, because those customers can go on to buy again at full price. Compare it with the [New vs Returning Customers](/downloads-and-reports/downloads/new-vs-returning-customers.md) report.
* **Big percentage codes.** Generous codes (for example 50% off) will naturally have a lower ratio. That is fine if the code was meant as a one off treat or a way to win back lapsed customers.
* **Usage.** A code used only a couple of times can swing between statuses very easily. Give more weight to codes with a higher **Times Used**.
* **Sales you would have made anyway.** If most users are **Returning Customers**, some of them may have bought without the code. Consider limiting codes like this, or giving them an earlier expiry.

{% hint style="success" %}
**Tip:** Give each campaign its own code (for example one for email, one for Facebook, one for Instagram). Running this report then shows you which channel brings in the best customers for the discount you give.
{% endhint %}

To change or create codes, see [Promos and Discounts](/marketing/website-tools/promos-and-discounts.md).

***

### Related Reports

{% content-ref url="/pages/pTNWD9U8rVBqJnfvePj5" %}
[Promos and Discounts](/marketing/website-tools/promos-and-discounts.md)
{% endcontent-ref %}

{% content-ref url="/pages/D0AxQZ00kcTt6eT4EnSd" %}
[New vs Returning Customers](/downloads-and-reports/downloads/new-vs-returning-customers.md)
{% endcontent-ref %}

{% content-ref url="/pages/xPOQqj7ywtIxbJUUyiQV" %}
[Sales Report](/downloads-and-reports/downloads/sales-report.md)
{% endcontent-ref %}