How Promo Code Conversions Are Calculated

What counts as a redemption, a conversion, promotional revenue and revenue since promotion in Gymflow's promo code reporting.

Written By Isaac Buchanan

Last updated About 2 hours ago

The Promotions page and each promo code's report use a few figures to show how a code is performing. This article explains exactly what each one counts, so you can trust the numbers and explain them to your team.

Redemptions

A redemption is one use of the code at checkout. If the same person uses a code three times, that is three redemptions. The Promotions page shows the total for each code, and the report shows how many times each person used it.

Conversions and Conversion Rate

A person has converted when, after first using the code, they purchase another product or service or continue to pay for a membership after the discount has expired.

The following never count as a conversion:

Whatever the code was applied to. Buying a membership with a discount code is a redemption, not a conversion. Payments after the discount end will count as a conversion.
Trial memberships.
Anything that was free.
Linked or family memberships that sit under someone else's membership.

Each person is counted once, however many things they buy afterwards.

Conversion Rate is the number of people who converted divided by the number of people who used the code, shown as a percentage. It is based on people, not redemptions, so a code used three times by one person who then joined has a conversion rate of 100%. Codes that nobody has used yet show "–".

Example: You run a free day pass code. 40 people use it. 12 of them later buy a monthly membership, and 2 buy a trial. The code shows 40 redemptions, 12 conversions and a 30% conversion rate.

Promotional Revenue

The total paid on invoices that used the code. This includes the first payment at checkout and any later recurring payments that were discounted by the same code. Only paid invoices are included; pending or failed payments are not.

Revenue Since Promotion

Everything else the person has paid at your club since they first used the code: other memberships, credit packs, products, bookings and fees. Invoices that used the code are left out, so Promotional Revenue and Revenue Since Promotion never overlap.

Membership and Credit Pack Columns

Has Active Membership means the person's current membership has the status Active. Paused, Overdue, Pending, Cancelled and Expired memberships do not count.
Active Credit Pack means a credit pack with the status Active and at least one credit left. Unlimited packs count. Add-on packs attached to a membership are not shown.

Other Things to Know

All figures are for one club. If you run several clubs, each club's Promotions page reports on codes used at that club only.
Amounts follow your club's tax display setting, so they match the prices on your website and in the Members App.
Conversions are historic. Someone who converted and later cancelled still counts as converted, but their Current Membership column will show their membership today.

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