Can I see which customer segments use my discounts the most? (e.g., new vs. returning)

Seeing Which Customer Segments Use Your Discounts Most

Understanding the new vs. returning customer split in your discount redemptions is one of the most important diagnostics in discount strategy. If 70% of your discount code redemptions are existing customers, you are paying for purchases you would likely have received anyway. If 70% are new customers, the discount is doing acquisition work with a clear ROI.

How to Pull the Data

1. Shopify Admin - Analytics - Reports - Sales by discount
2. Filter by discount code and date range
3. Export to CSV
4. Cross-reference Order ID against Customers report to identify new (first order) vs. returning customers

Many email platforms (Klaviyo, Omnisend) show this breakdown directly in campaign analytics if the code was distributed via email.

Benchmarks by Campaign Type