The Discount Analysis dashboard answers the question: How to measure my discounts and promo code?
Where to find it?
This dashboard is located in the Business section.
Who is the dashboard for?
This dashboard is useful to marketing teams and CEOs to measure their "generosity" efforts and estimate the correlation between discounts and sales (coming soon).
How to read it?
The best order source to select is the Online store. Data will still display with other order sources but might not be as accurate as for the Online store.
How do we calculate the discounted turnover?
As indicated in the table below, we gather orders tickets from Shopify that contain the following information:
date of purchase
Quantity of each SKU
Promo code applied to the order (in percentage or in value)
The price attached to the SKU on the purchase date
We then multiply the quantity of each SKU by the price, which gives the total turnover without discount. We calculate the price with the discount and that gives us the turnover after the discount, from which we deduce the discounted amount.
The yellow line is the discount percentage over time.
The blue line is the turnover after the discount over time (in $).
The green line is the total discount (in $). It gives you the evolution of your "generosity" over time, i.e. the amount that could have been added to your turnover without the discount.
We will add to the discount evolution graph a correlation line (coming soon) to help you visualize the impact of discounts on sales.
The most discounted products dashboard shows the products that were the most ordered through a discounted basket.
The most used promo codes dashboard displays absolute values (the number of times the promo code was used in baskets).
The most used UTMs in discounts is the ranking of the most effective ads that led to discounted orders.
Tips for your business
Look at your most used UTMs in discounts and look at their channels (are they from Google Ads, Facebook Ads, Influence?). Are the most used UTMs in discount associated with the channel that displays the lowest average first baskets? If so, it might be that you could be more profitable with fewer discounts, especially if the CPA for the channel is high.