The products and discount effectiveness dashboard shows you how much your discounts and promo codes cost, how they move revenue from gross to net, and how memberships and season passes contribute, so you can see whether your pricing and promotions are paying off.

Who this is for

Primary: Commercial and marketing managers running promotions, promo codes and memberships.
Secondary: Owners and finance leads watching the cost of discounting on revenue.

When to use it

Decide whether your discounts, promo codes and memberships are paying off by seeing how much discount you give and what net revenue remains.

Why use this dashboard

When you want to know whether a promotion was worth it, which promo codes move the most tickets, and how heavily you are discounting overall, this dashboard follows the money from gross revenue down to net.

Access and default filters

How to access: app.smeetz.com > Analytics > Dashboards > D3 Products & Discount Effectiveness

Default date range: a rolling window that also drives the period comparison.
How current the data is: the dashboard shows a Last data refresh time in its header. Check that tile to see how up to date the figures are.

Filter guide

Date range: sets the period you are looking at and drives the period comparison.
Channel: limits to one sales channel.
Campaign type: limits to one type of campaign (for example membership, voucher, promotion).
Item category: limits to one activity or product category.
VAT Basis: switches sales figures between VAT-inclusive (default) and VAT-exclusive.

Visuals explained

The discount funnel

Discount funnel: gross to discount to net (bar): three bars showing gross revenue (before discounts), the total discount given, and the net revenue that remains.
Discount % of gross: total discount as a share of gross revenue, colour-coded (green is light, amber is watch, red is heavy).
Gross revenue: your revenue before any discounts are applied.
Net revenue: your revenue after discounts are applied.

Promo code effectiveness

Tickets discounted: the number of tickets sold with a discount applied.
Distinct promos used: the number of different promo codes redeemed.
Avg discount per promo: the average discount amount per promo code.
Avg tickets per promo: the average number of tickets sold per promo code.
Top 10 promo codes by discount volume (bar): the ten promo codes that gave away the most discount.
Discount mix by campaign type (pie): total discount split by campaign type.
Per-promo detail (table): for each promo code and campaign type, the tickets discounted, the discount amount and the resulting net revenue.

Memberships and season passes

Memberships / season passes sold: the number of membership or season-pass units sold.
Membership / season revenue: the revenue from memberships and season passes.
Avg membership / season value: the average value of a membership or season pass.
Membership revenue share: membership revenue as a share of total revenue.
Avg discount per member and Avg tickets per member.
Membership discount over time (line): the membership discount amount month by month.

Product breakdowns

One-time ticket revenue: revenue from standard single tickets (excludes memberships and season passes).
Revenue by activity type (table): for each activity, the gross revenue, discount given, net revenue and discount percentage side by side.

Example scenarios

Was that promotion worth it? Read the discount funnel and Discount % of gross for the campaign period.
Which promo codes pull their weight? Open Top 10 promo codes and the Per-promo detail table.
How much are memberships really worth? Read Membership revenue and Avg membership value (and note the membership revenue share caveat below).
Am I discounting too hard on one activity? Open Revenue by activity type to compare discount percentage across activities.

Data freshness

The dashboard header shows a Last data refresh time. Check that tile to see how up to date the figures are.

Known limitations

Membership revenue share often reads near zero, because membership discounts can cover most or all of the ticket price. This is expected, not a data error.
Sales figures are VAT-inclusive by default; use the VAT Basis filter to switch to VAT-exclusive.
All tiles follow the date range filter, so changing the window changes every figure.

KPI definitions

These are the KPIs on this dashboard, with what each one means and how it is calculated. The What it means text is the text you see when you hover the (i) icon on the tile.

KPI	What it means	How it is calculated
Gross Revenue	Total ticket face value before any discounts.	Full price of the items sold, before discounts, minus cancellations. Also on: Promotions and memberships, Marketing performance (as Revenue), Customer intelligence.
Net Revenue	Gross revenue minus all discounts applied in the window.	Gross revenue minus the total discount amount.
Total discount amount	Total discount given on the items sold.	Sum of every discount applied to the items sold. Used in the Top 10 Promo Codes by Discount Volume chart.
Discount % of Gross	Total discount as a fraction of gross revenue. >=25%=red, 10-25%=amber, <10%=green.	Total discount amount divided by gross revenue.
Tickets Discounted	Count of line items where a discount was applied.	Number of items sold with any discount on them.
Distinct Promos Used	Count of distinct promo codes redeemed in the filter window.	Each promo code counts once, however often it was used.
Avg Discount per Promo	Average discount amount delivered per distinct promo code used.	Total discount amount divided by the number of distinct promo codes used.
Avg Tickets per Promo	Average number of discounted tickets per promo code.	Tickets discounted with a promo code divided by the number of distinct promo codes used.
Memberships / Season Passes Sold	Units of membership / season-pass products sold.	Number of membership and season-pass items sold, minus cancellations.
Membership / Season Revenue	Net revenue from membership / season-pass products.	Net revenue of the membership and season-pass products you sell.
One-time Ticket Revenue	Net revenue from one-time tickets (excl. memberships).	Net revenue of single tickets, seated or not. Together with Membership / Season Revenue it shows the split between one-time visits and passes.
Avg Membership / Season Value	Average net revenue per membership / season-pass unit.	Membership and season-pass revenue divided by the number of units sold.
Membership Discount Over Time	Membership-typed promo discount volume per month.	Discount given through membership benefits, month by month.
Avg Discount per Member	Average discount amount per distinct member.	Discount given through memberships divided by the number of distinct members who used it.
Avg Tickets per Member	Average tickets discounted per distinct member in the filter window.	Tickets discounted through a membership divided by the number of distinct members.
Membership Revenue Share	Net revenue from membership-discounted items as a fraction of total net revenue.	Net revenue of items bought with a membership discount, divided by total net revenue.

Products & Discount Effectiveness