Customer ROAS & Coupon ROAS: What does it mean?

In this article we’ll explain Customer ROAS and Coupon ROAS. Both metrics are found on the campaign dashboard page and provide core insights into your overall campaign performance.

Campaign dashboard highlighting the results from recipients of direct mail marketing.

Customer ROAS:

Customer ROAS represents the total revenue from your recipients who placed an order after receiving your card. We track all purchases made by recipients of your postcard for 60 days after delivery. Since we know approximately when the card was delivered, we can automatically track if that customer went on to make a purchase.

You should generally think about the Customer ROAS as a good representation of the total impact of the campaign, especially as multiple-touches are shown to have a significant impact on conversion. Direct attribution could be slightly less than that since it’s possible other campaigns contributed to promoting your brand.

Campaign dashboard highlighting the results from coupon codes sent with direct mail marketing.

Coupon ROAS:

Coupon ROAS only represents orders that redeemed the coupon code on the card. This is an overly conservative view of performance but it is important to the overall holistic data. Coupon ROAS is not meant to reflect the actual impact of the campaign. Oftentimes customers find another code while shopping your site, they sometimes forget to use their code at checkout, or are not price-sensitive and opt to not use a coupon code.


Industry data and our internal analysis shows that actual coupon usage is only 10-30%. We bet you’ve seen something similar when posting a discount code directly on your website or in an email -- a significant number of customers don’t actually use it.

Another consideration is the less recent or frequent (fewer orders), the more likely the card is the primary driver of the purchase regardless of whether they used a coupon code. If you consider they’ve been exposed to your marketing channels for a while and still have not converted, it’s safe to assume the card made the difference.

It’s also worth keeping in mind that physical postcards keep your brand top of mind much more than digital marketing. They have a lifespan of weeks, versus seconds for an email or digital ad, if they even saw it at all. So when it’s time to make a purchase, the postcard helped influence that order even if the customer didn’t order right away or use the code.

We show you both values for transparency and are happy to discuss your performance results in more detail with you. Simply reach out to us via email or chat, we’re here to help!