Campaign Performance Reports

Campaign reports answer a question every store owner asks after running a promotion: did it actually work?

You define a campaign — dates, coupon codes, and the referral link you promoted — and Squizzie pulls together traffic data from Google Analytics and sales data from WooCommerce into a single branded PDF that tells the story of what happened.

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Why This Matters

You’ve run a sale, sent out a newsletter, or paid for an ad campaign. The money’s been spent. Now you need to show whether it was worth it — to yourself, your business partner, or your client.

Without a campaign report, you’d be manually cross-referencing Google Analytics traffic, checking coupon usage in WooCommerce, comparing revenue across periods by hand, and somehow pulling it all together in a presentable format.

Campaign reports do all of that automatically. One report, real numbers, comparison to a previous period, ready to share.

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Before You Start

You’ll need:

• Squizzie installed and active
• WooCommerce with order data for the campaign period
• Google Analytics connected (optional but recommended — needed for traffic source data)
• Your campaign details ready: the dates it ran, any coupon codes you used, and the referral source name if you promoted a specific link

If you don’t have Google Analytics connected, your campaign reports will still work — they’ll show all the WooCommerce data (revenue, orders, coupon performance, top products) but the Top Referrers tile will be empty. You can connect GA later and regenerate the report with traffic data included.

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Creating a Campaign Report

1. Go to Tracksies > Squizzie > Reports
2. Click New Report
3. Give your report a name — this becomes your campaign name (e.g., “Summer Sale 2026” or “Instagram Launch Campaign”)

Setting Up Campaign Details

Below the report name, you’ll see a collapsible section called Campaign Settings. Click the heading to expand it.

1. Campaign Date Range

– Enter the start date and end date of your campaign using the date pickers
– This tells Squizzie exactly which period to analyse
– If you leave these blank, the report will use the default date range (last 30 days), but for campaign analysis you’ll almost always want specific dates

1. Comparison Mode — choose how Squizzie calculates the “before” period:

– Previous period (sequential): Compares your campaign to the same number of days immediately before it. If your campaign ran for 14 days, it compares to the 14 days before that. This answers: “Did the campaign perform better than normal?”
– Same period last year (YoY): Compares to the exact same dates one year ago. This is the right choice for seasonal campaigns — comparing this year’s Boxing Day sale to last year’s, or Easter to last Easter.

1. Coupon Codes

– Enter the coupon codes you used for this campaign, separated by commas
– Example: SUMMER20, FLASH10, WELCOMEBACK
– Squizzie will track how many orders used each code, the revenue those orders generated, and how that compares to the same coupons in the comparison period
– Matching is case-insensitive, so summer20 and SUMMER20 are treated the same

1. Referral Source

– Enter the traffic source name you want to highlight in your top referrers list
– This matches against what Google Analytics records as the sessionSource — common values are facebook, instagram, google, newsletter, twitter
– If your source appears in the top 10 referrers, it gets highlighted with a “YOUR LINK” label and a callout explaining its impact
– If it doesn’t appear in the top 10, the report notes that too — which is also useful information

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Adding Campaign Tiles

Now build your report pages using the page builder. In the tile picker, you’ll find a Campaign Performance category (mulberry colour) with three block tiles designed specifically for campaign analysis:

Top Referrers

Shows your top 10 traffic sources for the campaign period, ranked by sessions.

• Each source shows its session count and percentage change vs the comparison period
• If you specified a referral source in campaign settings, that row gets highlighted with a blue background and a “YOUR LINK” badge
• Below the table, a callout box summarises the impact: “Referral source ‘instagram’ drove 892 sessions (+45% vs comparison period)” — or notes that the source wasn’t found in the top 10
• Requires Google Analytics connection. If GA isn’t connected, this tile will be empty.

Coupon Performance

Shows detailed performance data for each coupon code you specified in campaign settings.

• Each coupon shows: number of orders, total revenue from those orders, and revenue change vs the comparison period
• Revenue is the total order value of orders that used the coupon — not the discount amount
• Below the table, a summary line: “Campaign coupons generated 142 orders totalling $4,567”
• Works with WooCommerce data only — no GA connection needed

Top Products Sold

Shows the top 10 products sold during the campaign period, ranked by revenue.

• Each product shows: product name, quantity sold, and revenue
• Helps answer: “What actually moved during this campaign?”
• Works with WooCommerce data only — no GA connection needed

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A Good Campaign Report Layout

Here’s a suggested layout that tells a complete campaign story:

Page 1 — Overview

• Top row: Revenue, Orders, Avg Order Value, New Customers (enable comparison badges in Design Overrides to show change vs comparison period)
• Bottom row: A line chart showing daily revenue over the campaign period

Page 2 — Traffic & Attribution

• Top Referrers tile (full width)
• Coupon Performance tile (full width)

Page 3 — Products

• Top Products Sold tile (full width)

You can add any standard Squizzie tiles alongside the campaign tiles. Revenue Growth %, Returning Customers, Coupon ROI, and Discount Dependency are all great additions that help paint the full picture.

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Reading Your Campaign Report

The Comparison Arrows

Throughout the report, coloured arrows next to numbers tell you how metrics have changed:

• Green arrow up — This metric increased compared to the comparison period. The percentage tells you by how much.
• Red arrow down — This metric decreased.
• Dash — No change, or no comparison data available (common for brand-new coupons or sources with no prior history).

You can customise these colours in the Design Overrides section if your brand uses different colours for positive/negative indicators.

Top Referrers: What to Look For

Is your referral source in the top 10? If you promoted a specific link (through Instagram, a newsletter, or an influencer), check whether that source appears. If it does, the row is highlighted in blue.

Did traffic from that source increase? The change percentage tells you whether your campaign drove more traffic from that source than the comparison period. A positive number means your promotion worked — people came through that channel.

The callout box at the bottom gives you a plain-English summary you can quote directly: “Referral source ‘instagram’ drove 892 sessions (+45% vs comparison period).”

What if your source isn’t found? The callout will say so. This doesn’t necessarily mean the campaign failed — it might mean the traffic came through under a slightly different source name. Check your Google Analytics directly to see what source names are being recorded. Common gotchas: facebook.com vs facebook, or l.facebook.com for link-shortened traffic.

Coupon Performance: What to Look For

Order count per coupon — How many times was each code used? A code with zero orders tells you that coupon didn’t land with customers (or the dates might not overlap with actual usage).

Revenue per coupon — The total value of orders that used each code. This is total order value, not the discount amount. An order of $100 with a $20 discount off shows $100 in revenue. This tells you how much business the coupon drove, not how much discount you gave away.

Revenue change — How does this compare to the same coupon in the comparison period? If the coupon is brand new, the comparison period won’t have any data for it, so you’ll see +100%.

The summary line — Gives you the combined impact across all your campaign codes in one sentence. This is often the most useful number for stakeholders who want the headline figure.

Understanding Comparison Periods

Sequential (previous period):
Your campaign ran January 15–31 (17 days). Sequential comparison looks at December 29 – January 14 (the 17 days immediately before). This answers: “Did the campaign perform better than our normal baseline?”

YoY (year over year):
Your campaign ran January 15–31. YoY comparison looks at January 15–31 last year. This answers: “Did the campaign perform better than the same time last year?” This is the right choice for seasonal campaigns where comparing to the immediately preceding period doesn’t make sense — Christmas is always going to outperform the random weeks before it.

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Common Questions

What if I didn’t use coupon codes in my campaign?
That’s fine — leave the Coupon Codes field blank and don’t add the Coupon Performance tile. Your report will focus on traffic and revenue data instead. The overview tiles (Revenue, Orders, AOV, New Customers) with comparison badges still tell a strong story on their own.

Can I run a campaign report after the campaign is over?
Absolutely — that’s the normal workflow. Enter the campaign dates, and Squizzie pulls the historical data. As long as Google Analytics and WooCommerce have data for that period, the report works. You could analyse a campaign from six months ago if you wanted to.

What traffic source name should I use for the referral source?
It needs to match what Google Analytics records as the sessionSource. Common values:

If you’re not sure what GA records your source as, check Google Analytics > Acquisition > Traffic Acquisition and look at the “Session source” column. Use exactly what you see there.

Can I compare to a custom period instead of the automatic one?
Not currently. The comparison is either the immediately preceding period (sequential) or the same dates last year (YoY). If you need a completely custom comparison, you could generate two separate reports for the two periods and compare them side by side.

Why does my coupon show zero orders?
A few things to check:

• Make sure the coupon code spelling matches exactly what’s in WooCommerce (matching is case-insensitive, but the text needs to be the same)
• Check that orders using that coupon fall within your campaign date range
• Verify the orders have a completed, processing, or on-hold status — cancelled or failed orders aren’t counted

Do I need Google Analytics for campaign reports?
No — GA is optional. Without it, the Top Referrers tile won’t have data, but everything else works: the overview tiles, Coupon Performance, Top Products, and all the standard tiles you’d add alongside them. You can always connect GA later and regenerate with traffic data included.

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If Something Goes Wrong

Top Referrers shows “No data”
Check that Google Analytics is connected — go to Squizzie > Settings > Integrations and look for the green connected status. Try the Test Connection button. If it fails, disconnect and reconnect to refresh the OAuth tokens.

Coupon revenue looks higher than expected
Squizzie counts revenue as the total order value of orders that used the coupon, not the discount amount itself. An order of $100 with a $20 coupon shows $100 in revenue. This is intentional — it tells you how much business the coupon drove, which is the more useful number for campaign analysis.

Comparison shows +100% everywhere
This usually means there’s no data in the comparison period. If the coupon code is brand new, the comparison period won’t have any usage data. If you’ve chosen YoY comparison but your store didn’t exist a year ago, all comparisons will show +100%. That’s normal — it’s mathematically correct (infinite growth from zero).

Report PDF is blank
Campaign Settings alone don’t generate content — you need to actually add tiles to the report pages. Add the Campaign Performance tiles (Top Referrers, Coupon Performance, Top Products) and/or standard tiles to the page builder, then save and generate.