Marketing Reports

The Marketing Reports provide a suite of analytical views that help you measure the effectiveness of your promotions, coupons, loyalty programs, and marketing campaigns. By tracking actual redemption data and tying it back to revenue, these reports give you the information you need to invest your marketing budget where it produces the best return.

How to Access

Open the Marketing Reports from the main menu:

• Reports > Marketing > Promotion Performance Report — opens the Promotion Performance view
• Reports > Marketing > Coupon Usage Report — opens the Coupon Usage view
• Reports > Marketing > Loyalty Points Report — opens the Loyalty Points view
• Reports > Marketing > Campaign ROI Report — opens the Campaign ROI view
• Reports > Marketing > Redemption by Location — opens the Redemption by Location view (uses the Loyalty Report form)

Each menu entry opens its respective report form. The Redemption by Location view reuses the Loyalty Report form but presents data grouped by location rather than by customer.

Required Permission

You must have the RPT_VIEW_MARKETING (or the existing MKT_VIEW_REPORTS) permission to access these reports. Super Admins and Location Admins have this permission by default.

Filters

All five marketing reports share a common set of filter controls:

After changing any filter, click Refresh or press F5 to reload the data.

Promotion Performance Report

This report measures how well each of your promotions is performing by tracking usage and financial impact.

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Measuring Promotion Effectiveness

A successful promotion drives incremental sales that exceed the cost of the discount. When evaluating promotion performance, consider these factors:

• Times Used vs expectations — Did the promotion reach the number of customers you anticipated? Low usage may indicate poor visibility or unattractive terms.
• Revenue Generated vs baseline — Compare revenue during the promotion period against a similar period without the promotion to estimate incremental lift.
• Net Impact — A positive net impact means the promotion generated more revenue than it cost in discounts. A negative net impact means the discounts exceeded the additional revenue, though this may still be acceptable for customer acquisition or inventory clearance goals.
• Type comparison — Compare the performance of different promotion types (percentage off vs fixed amount vs BOGO) to learn which structures resonate best with your customers.

Coupon Usage Report

This report tracks the redemption and financial performance of individual coupon codes.

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Analyzing Coupon Performance

Coupons serve multiple purposes — customer acquisition, retention, win-back, and inventory movement. Evaluate each coupon against its intended purpose:

• Acquisition coupons — High redemption counts with new customer purchases indicate success. Check if these customers return after the initial coupon purchase.
• Retention coupons — Sent to existing customers to encourage repeat visits. Track whether the coupon purchase was followed by subsequent non-coupon purchases.
• High average discount — If the average discount is higher than expected, review the coupon terms to ensure they cannot be stacked or misapplied.
• Low redemption rate — A coupon that is rarely redeemed may have been distributed through an ineffective channel, or its terms may not be compelling enough.

Loyalty Points Report

This report provides a view of your loyalty program's health by tracking points activity at the customer level.

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Transaction Type Filter

The Loyalty Points Report includes an additional Transaction Type filter not available on the other marketing reports:

• All — Shows all loyalty activity (both earning and redemption)
• Points Earned — Shows only point-earning transactions
• Points Redeemed — Shows only point-redemption transactions

This filter helps you focus on specific aspects of loyalty program activity. For example, filtering to Points Redeemed lets you see which customers are actively using their rewards, which is a strong indicator of program engagement.

Loyalty Program Health Indicators

A healthy loyalty program shows the following characteristics:

• Active redemption — Customers are regularly redeeming points, not just accumulating them. A program where points are earned but never redeemed may not be providing enough value to drive behavior.
• Growing membership — New customers are joining the program over time. If enrollment has stalled, consider making sign-up easier or more visible.
• High lifetime value — Loyalty members should have a significantly higher lifetime value than non-members. If the difference is small, the program may not be effectively driving repeat purchases.
• Balanced earn/redeem ratio — Over time, the total points earned should be reasonably close to total points redeemed. A large gap (many more earned than redeemed) creates a growing liability on your books.

Campaign ROI Report

This report measures the return on investment for your marketing campaigns by comparing campaign costs against the revenue and customers they generated.

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Understanding Campaign ROI

The ROI percentage tells you how much revenue you generated for every dollar spent:

• ROI above 0% means the campaign generated more revenue than it cost. For example, an ROI of 200% means you earned $3 for every $1 spent ($2 profit + $1 cost recovery).
• ROI of 0% means the campaign broke even — revenue exactly matched cost.
• ROI below 0% means the campaign cost more than it generated in direct revenue. However, this does not necessarily mean the campaign was a failure — consider the value of new customers acquired, brand awareness, and future repeat purchases.

When comparing campaigns, consider both ROI % and absolute revenue. A small campaign with 500% ROI may have generated less total profit than a large campaign with 100% ROI.

Redemption by Location

This report aggregates all coupon, promotion, and loyalty redemption activity by location, providing a geographic view of your marketing program usage.

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Using Redemption by Location

This report helps you understand how marketing programs perform across different stores:

• Uneven distribution — If one location has significantly more redemptions than others, investigate whether that location has better program visibility (signage, staff training) or a different customer demographic that responds more to offers.
• Low redemption locations — Stores with minimal coupon or loyalty redemptions may need better staff training on how to present offers to customers, or may need more visible marketing materials.
• High discount value locations — A location giving away significantly more in discounts should be checked to ensure promotions and coupons are being applied correctly and not being abused.
• Cross-location comparison — Use this report to identify best practices at high-performing locations and replicate them at underperforming ones.

Common Use Cases

1. Post-promotion analysis — After a promotion ends, run the Promotion Performance report to measure its impact and decide whether to repeat it
2. Coupon channel effectiveness — Compare redemption rates across coupon codes distributed through different channels (email, social media, print) to determine which channels drive the most usage
3. Loyalty program review — Run the Loyalty Points report quarterly to assess program health and identify customers who have disengaged
4. Campaign budget allocation — Use the Campaign ROI report to direct future marketing spend toward the campaign types and channels that produce the best returns
5. Location marketing review — Run Redemption by Location monthly to ensure all stores are effectively participating in marketing programs

Tips

• Track incrementality — A promotion's true value is the additional revenue it generates beyond what would have occurred naturally. Compare promoted periods against non-promoted periods for a truer measure.
• Watch coupon stacking — If your average coupon discount is higher than the face value of individual coupons, customers may be stacking multiple offers. Review your coupon rules.
• Monitor point liability — Unredeemed loyalty points represent a future obligation. Use the Loyalty Points report to monitor the total outstanding point balance.
• Combine with sales reports — Cross-reference marketing report data with the Sales Analysis Reports to understand how marketing activities affect overall sales mix
• Segment your analysis — Use the Customer Analysis Reports alongside marketing reports to understand which customer segments respond best to different offer types

Related Articles

• Sales Analysis Reports
• Customer Analysis Reports
• Getting Started with Reports & Analytics