At a glance
Top BigCommerce coupon codes ranked by usage count, total discount given, and resulting gross revenue. The card the marketing team should review before any new promotion launch, knowing which codes drive volume vs which are leaking margin tells you where to invest and where to retire.
| What it counts | For each coupon.code used in the period: usage count (orders), total discount_amount given, gross total_inc_tax of orders that used the coupon, and effective discount percentage. Ranked by total discount given (highest leakage first). |
| VAT / tax treatment | Discount is in the order currency, applied to the post-tax order. Gross revenue is total_inc_tax. |
| Shipping | Some BC coupons include free-shipping; we attribute the shipping discount to the coupon’s total discount value. |
| Discounts | This card is the discount view; orders without a coupon don’t appear. |
| Refunds | Refunded orders that used a coupon stay attributed to the coupon (the coupon was used regardless of subsequent refund). For a refund-adjusted view, cross-reference BC Refunded Products. |
| Cancelled / voided orders | Included if the order was created and the coupon applied. Cancelled orders pre-fulfilment that used a coupon still count toward the coupon’s “usage” (the customer attempted to redeem). |
| Currency | Multi-currency without FX. Each coupon may have different versions per currency; the card shows native amounts. |
| Channels / sources | All channels contribute. POS coupons (entered manually at checkout), marketplace coupons (Channel Manager surfaces them differently per marketplace, Amazon doesn’t), web coupons (URL or code-entry). |
| Stacking discounts | If multiple coupons stack on one order, each gets attributed its share. This card sums each individual coupon’s contribution; an order with 2 coupons appears under both. |
| B2B Edition note | B2B portal often uses customer-group-specific coupons (e.g. WHOLESALE10 only valid for Wholesale customer group). These appear here normally; filter to B2B channel to isolate. |
| Time window | 30D (rolling 30 days) |
| Alert trigger | None on this card directly. Pair with Discount % of Revenue for store-wide discount-percentage alerts. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your BigCommerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A US fashion brand on BigCommerce Pro, 30-day window 14 Apr 26 to 14 May 26.| Coupon code | Type | Uses | Total discount | Coupon gross revenue | Avg discount % | Verdict |
|---|---|---|---|---|---|---|
WELCOME10 | First-purchase 10% off | 412 | $4,120 | $41,200 | 10.0% | Healthy acquisition tool |
SAVE20 | Site-wide 20% off | 286 | $11,440 | $57,200 | 20.0% | High leakage, review |
FREESHIP | Free shipping over $50 | 178 | $1,068 | $14,240 | 7.5% (shipping only) | Healthy AOV lift |
RETURN15 | Win-back 15% off | 84 | $1,260 | $8,400 | 15.0% | Good retention spend |
INFLUENCERX | Influencer code 25% | 64 | $4,800 | $19,200 | 25.0% | Trackable, evaluate ROI |
BLACKFRI24 | (legacy expired BF code) | 12 | $480 | $1,920 | 25.0% | Expired but still working, FIX |
STAFF50 | Staff discount 50% | 8 | $640 | $1,280 | 50.0% | Internal, monitor for abuse |
| Total | 1,044 | $23,808 | $143,440 | 16.6% effective |
- **
SAVE20at 57k of orders; the question is whether those orders would have happened without the discount. Cross-reference BC Customer Segments: ifSAVE20users are mostly existing customers who would have bought anyway, the coupon is purely margin-leakage; if they’re new customers acquired by the discount, it’s working. WELCOME10at 4k discount is the strongest acquisition lever. First-purchase coupons have measurable conversion lift; this is good marketing spend. Don’t kill it for short-term margin recovery.FREESHIPat 1k discount is excellent. Free shipping over $50 lifts AOV materially; the cost of the shipping discount is small relative to the AOV uplift. Healthy mechanism.BLACKFRI24is a leakage bug. A legacy Black Friday code that wasn’t disabled is still being used (probably shared on coupon-aggregator sites). 12 uses costing 480 leaked is pure margin. Action: disable the code today. Audit all expired codes monthly.INFLUENCERXat 25% is the influencer-economy reality. Influencer codes typically run 15-25% off; the trade is brand reach and authenticity for margin. Evaluate ROI: if the 64 customers acquired through this code generate >2× their first-order LTV in repeat purchases, the influencer partnership pays for itself. Cross-reference BC Top Customers.STAFF50should be tightly controlled. 50% off codes leak fast on the internet; if usage exceeds your staff headcount × normal frequency, the code has been shared externally. Audit and rotate quarterly.
- Disable
BLACKFRI24today, audit all expired codes for similar leakage. - Decide on
SAVE20by next week: kill, narrow (loyalty-only), or accept as ongoing margin cost. - Continue
WELCOME10andFREESHIP, both demonstrably working. - Influencer ROI review monthly, calculate per-code first-order LTV and repeat rate.
- Quarterly: rotate
STAFF50to a new code to prevent external sharing.
Sibling cards merchants should reference together
| Card | Why pair it with Top Coupons |
|---|---|
| Discount % of Revenue | The store-wide discount rate; this card is the per-coupon attribution. |
| Total Discount | The aggregate dollar discount; sum of all coupons in this card matches that total. |
| BC AOV by Discount | AOV with vs without coupons; tests whether coupons drive AOV up or down. |
| BC Top Customers | Cross-reference: which customer segments use which coupons. |
| Discount Over Time | The trend view; this card is a snapshot. |
| BC Customer Segments | New vs returning vs VIP coupon usage. |
| Refund Rate | Coupon-driven orders sometimes have higher refund rates (impulse buyers); cross-check. |
shopify.discount_pct | Cross-platform reference for coupon performance. |
Reconciling against the vendor’s own dashboard
Where to look in BigCommerce Control Panel: Marketing → Coupon Codes lists every coupon with usage count and current status. Marketing → Promotions covers automatic discounts (no code required). Analytics → Marketing on Plus / Pro / Enterprise plans shows coupon performance overlaid with revenue. Why our number may legitimately differ from BC:| Reason | Direction |
|---|---|
| Automatic promotions vs coupon codes. BC distinguishes coupon-code discounts from automatic promotions (e.g. “10% off all Linen brand items, no code needed”). This card focuses on coupon codes; automatic promotions appear as discount on the order without a code. | Vortex IQ may show LOWER discount totals than BC’s overall discount metric |
| Disabled coupons still showing. If a coupon was disabled mid-period, it shows usage up to disable date in our card; BC marketing dashboard may filter to currently-active only. | Different default filters |
Multi-currency coupons. A coupon with multiple currency variants (e.g. WELCOME10_USD, WELCOME10_GBP) appears separately in our card; BC may consolidate. | Different cardinality |
| Refund-adjusted views. Some BC reports net out refunded coupon orders; we keep gross attribution. | BC report LOWER if netted |
| Stacked coupons. We attribute share to each stacked coupon; BC’s primary attribution may go to one only. | Different per-coupon totals on stacked orders |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
klaviyo.kl_email_revenue_by_coupon | Email-driven coupon usage; codes sent in email blasts should appear here with proportional usage. | Klaviyo attributes by click + 7-day window; this card attributes at order time. |
google_ads.ga_promo_code_revenue | Ad-driven coupons (e.g. paid-search promo extensions) should track here. | Ad attribution windows differ. |
discount_pct) and Adobe Commerce; the field shape differs but merchant semantics are equivalent.
Known limitations / merchant FAQs
My #1 coupon shifted from week to week, why? Coupon usage is bursty: a single email blast sends a coupon code to 10,000 customers; usage spikes 200-500 redemptions in 2-3 days, then trickles. Top-N rankings swing materially week-over-week based on which campaign sent codes most recently. Look at 30-day rankings for stability; weekly is a campaign-effect view. Should I always disable coupons after their campaign ends? Yes, immediately. Expired coupons shared on coupon-aggregator sites (RetailMeNot, Honey, Coupons.com) leak revenue indefinitely if left active. Audit the coupon list monthly; disable anything past its planned campaign date. Use BC’s expiry-date field strictly. Why is my discount % so much higher than my coupon-attributed discount? Because automatic promotions (no code required) also count as discounts. BC’sdiscount_amount field includes automatic promotions; this card only shows coupon-code-attributed discount. The gap is your automatic-promotion volume; cross-reference Total Discount for the full picture.
Can a customer use multiple coupons on one order?
On BC, yes if you’ve enabled stacking in the coupon configuration. Most stores configure one-coupon-per-order to prevent abuse. If your stacking is enabled and you see suspicious multi-coupon orders, audit the configuration.
Why is my influencer code performing better/worse than expected?
Influencer code performance correlates with the influencer’s audience match, not just follower count. A 50k-follower fashion-niche influencer may convert 2-3% of their followers (1,000-1,500 redemptions); a 500k-follower lifestyle generalist may convert 0.1% (500 redemptions). Audience match > audience size. Track first-order LTV by influencer to evaluate ROI.
My coupon usage is much higher than my email click-throughs, how?
Three causes: (1) word-of-mouth code sharing (great for brand, neutral for margin); (2) coupon-aggregator sites (negative for margin if expired codes leak); (3) ad-displayed codes (Google promo extensions, Meta ad creative) drive direct redemption without email. Audit each source.
Should I run permanent coupons or always-on discount sales?
Permanent coupons train customer expectation, anyone who waits sees the discount appear on the next email blast. Always-on discounts are usually better than recurring coupons for merchants who feel they need permanent price-down (transparent, no manipulation, lower customer-acquisition friction). If you must have a recurring coupon, rotate codes quarterly to prevent aggregator leakage.
Why does the discount % per coupon vary?
Coupons can be flat-amount (“$10 off”), percentage (“10% off”), or free-shipping. The “average discount %” column normalises to percentage of order total for comparability. Free-shipping coupons typically show 5-10% effective discount (shipping is small relative to order value); flat-amount coupons vary widely depending on what customers buy.
My BOGO (Buy One Get One) coupon: how is it tracked?
BC’s BOGO promotions track the discount amount as the value of the “free” item. So a BOGO 50% off pair shows the 50%-off-second-item value as the discount. Effective discount % = 25% of total order. Some merchants prefer to count BOGO as automatic promotions rather than coupons; configure based on your reporting preference.
Can I see coupon revenue net of refunds?
Not directly in this card; cross-reference BC Refunded Products and filter to coupon-attributed orders. Coupon-driven orders sometimes have higher refund rates (impulse buyers, “I bought it because of the deal” mindset); a coupon with high gross revenue but high refund rate may be net-negative.
My B2B portal uses customer-group coupons, do they show here?
Yes. Coupons restricted to specific customer groups (e.g. Wholesale-only) appear in this card; the usage count reflects only orders from eligible customer groups. Cross-filter to the B2B channel for B2B-only coupon analysis.
Why are my marketplace orders missing coupons?
Most marketplaces (Amazon, Walmart) don’t pass through BC coupon codes; they have their own promotion mechanics. Channel Manager surfaces marketplace-side promotions separately. This card primarily reflects web and POS coupon usage.