Revenue per channel in GA4
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Order Coupons in GA4
November 23, 2025
- First Published: November 23, 2025
- Last Modified: November 23, 2025
For many marketers, e-commerce tracking in GA4 is a bit of a maze. But there is one specific report (and dimension) that I find is criminally underused the Order Coupon report.
Table of Contents
How to track coupon codes in Google Analytics?
Before we get into the reporting interface, there is a small technical prerequisite. For this data to exist, your development team (or your GTM setup) needs to be sending the coupon parameter alongside your purchase event.
Once that data is flowing, GA4 automatically starts populating the reports. You don’t need to build a complex custom definition; it’s right there in the standard reports.
Events
You can actually add this parameter to other events too, like add_to_cart or begin_checkout, to see where users are applying codes in the funnel.
Where to Find the Data
The quickest way to access this data isn’t hidden in the ‘Explore’ tab—it’s in the standard reporting menu.
Go to Reports.
Click on Monetisation.
Select Overview.
Scroll down until you see a card titled Purchase revenue by order coupon.
Clicking on that card opens the full report. Here, you get immediate insight into which codes were applied during checkout, the total revenue associated with those coupons, and the quantity of purchases.
Taking it further
Seeing that “SAVE10” generated £5,000 is useful. But it doesn’t tell you where those customers came from. This is where we need to add context.
In my experience, the real power of this report comes from adding a secondary dimension.
By adding Session source/medium to your Order Coupon report, you can suddenly answer much more complex questions.
For example, if you give unique codes to different influencers, you can see exactly which influencer is driving actual revenue, rather than just vanity metrics like clicks or likes.
This helps you:
Assess the real effectiveness of social campaigns.
Analyse the impact of specific codes on Average Order Value (AOV).
Understand if your “New Customer” codes are actually being used by new customers, or if returning users are just scraping the internet for a deal.
You can of course, that this report even further by customising the report itself or buidling a free-form report to give you great granularity.
What If It Says “(not set)”?
You open the report, and the top row—the one with the most revenue—is labelled (not set). Frustrating, isn’t it?
Don’t panic. This usually just means that for those specific transactions, no coupon code was used.
However, if every transaction says (not set) and you know for a fact people are using codes, that indicates a data collection issue.
The coupon parameter isn’t populating correctly in the datalayer or your tag setup.
That’s your cue to ping your developer.
Advanced Strategy: Retargeting Coupon Users
Here is a tactic I love for increasing Customer Lifetime Value (CLV).
You can use this coupon data to build Audiences in GA4.
Let’s say you ran a “Black Friday” specific code.
You can create an audience of users who made a purchase using that specific string.
Why do this?
- Exclude them: Stop showing them ads for the product they just bought.
- Retarget them: Six months later, you can run a specific ad campaign targeting only the bargain hunters who bought during Black Friday, perhaps offering a “VIP early access” to your next sale.
Summary
Stop treating discounts as a necessary evil you can’t track.
The Order Coupon report is a standard, powerful tool that sits right in your Monetisation menu.
Use it to:
- Verify which codes drive revenue.
- Apply secondary dimensions to attribute influencer or channel success.
- Build audiences for smarter retargeting later.
Frequently Asked Questions
How do I track Shopify discount codes in GA4?
If you use the standard Shopify Google & YouTube app integration, this should happen automatically. Shopify sends the coupon parameter with the purchase event, which populates the Order Coupon report in GA4.
What is the difference between ‘Order Coupon’ and ‘Product Coupon’?
‘Order Coupon’ applies to the entire transaction (like “10OFF” for 10% off the total). ‘Product Coupon’ tracks discounts applied to a single specific item. Most marketers will use Order Coupon more frequently.
Can I see which products were bought with a specific coupon?
Yes. You can create an Exploration report where you list Item name as a row and filter the report to include only the specific Order coupon you are interested in.
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Author
Hello, I'm Kyle Rushton McGregor!
I’m an experienced GA4 Specialist with a demonstrated history of working with Google Tag Manager and Looker Studio. I’m an international speaker who has trained 1000s of people on all things analytics.