A discount that reduces an order's total by a fixed dollar figure (e.g. $10 off), regardless of cart size. It tends to feel more concrete than a percentage discount on lower-priced items, since the savings is a specific number rather than a calculation.
A discount that applies to qualifying orders instantly, with no code required at checkout. Automatic discounts remove friction for the shopper but make it harder to attribute a sale to a specific campaign, since there's no code redemption to trace back.
The average dollar amount spent per order across a set of transactions. In discount code analysis, AOV is used to compare how much customers spend when redeeming different types of codes — unique codes have been shown to drive meaningfully higher AOV than generic codes.
The average price paid per unit sold, after any discount is applied. ASP is one of the clearest ways to measure whether a discount is protecting or eroding margin across a campaign.
A discount approach built specifically for the Black Friday/Cyber Monday period, when inbox competition is highest. Because timing matters nearly as much as the offer itself during BFCM, many brands pair discount codes with send-time optimization and shift toward unique, segment-specific codes to control redemption volume during the highest-traffic weekend of the year.
The process of creating large batches of unique discount codes in a single action, rather than one at a time. Shopify's native admin only supports creating unique codes individually; dedicated apps generate unlimited codes per batch, with some merchants generating over a million codes at once.
The unintended spread of a discount code beyond its intended audience, most often when a generic, reusable code gets posted to a coupon-aggregator site and redeemed by shoppers who were never part of the original campaign. Coupon leaks are the main reason generic codes erode margin on targeted promotions.
Conditions set on a discount that restrict who can redeem it — for example, limiting a code to new customers only, to a specific segment, or to a single use per customer. Eligibility rules are one of the core safeguards against discount abuse.
A string of characters a shopper enters at checkout to receive a price reduction — a percentage off, an amount off, or free shipping. Discount codes can be generic (reusable by many shoppers) or unique (randomly generated and tied to a single recipient).
A review of active discount codes and sets to identify missing safeguards — codes without expiration dates, without usage limits, or without customer eligibility rules. These gaps are the most common way a discount campaign ends up abused or leaked beyond its intended audience.
Learn more about Seguno's Discount Risk Audit.
A batch of discount codes created and managed together under shared settings — discount type, value, eligibility rules, and expiration. Performance is typically tracked at the discount-set level, which is what makes it possible to compare one campaign's results against another.
A discount that waives shipping costs instead of reducing the product price. It often converts price-sensitive shoppers effectively without discounting the product itself, which can make it a margin-friendlier option than percentage or amount-off discounts in some cases.
A single, often memorable discount code (e.g. “SALE20”) that many shoppers can redeem. Generic codes are fast to set up and well suited to broad, sitewide promotions, but they're also the type of code most likely to leak onto coupon-aggregator sites.
A discount that reduces an order's total by a percentage (e.g. 20% off) rather than a fixed amount. Because the dollar value scales with cart size, percentage-off discounts tend to perform best on higher-value orders.
A randomly generated, one-time-use discount code tied to a single recipient. Because it can only be redeemed once, a unique code can't meaningfully leak to a coupon site the way a generic code can, and every redemption is cleanly attributable to one campaign. Benchmark data: unique codes drive 32% higher click rate, 127% higher average selling price, and 39% higher average order value than generic codes (analysis of 182M Shopify discount codes).
A cap on how many times a discount code can be redeemed — commonly set to one redemption per code for unique-code campaigns. Along with an expiration date and eligibility rules, a usage limit is one of the three core safeguards against discount abuse.
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