Referral Metrics
Top Code — NairoMarket06
1,071
Discount Code Count
1,750
Paid Dependency (Meta orders / total)
61.5%
Top 15 Discount Codes by Usage
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NairoMarket06 dominates at 1,071 uses — 61% of all discount code redemptions. Long tail of 1,742 codes used 1–2 times each, mostly auto-generated email custom codes.
Channel Attribution — New vs Returning
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Meta is 62% of total orders (2,898 / 4,712). Direct + organic search (alphabet) together account for 35%. Returning-customer share is highest on direct (18%) — organic loyalty — versus Meta where 79% of Meta-attributed orders are from net-new customers (high paid acquisition dependency).
Data Gaps
NPS: no survey system wired up. Add Typeform or Delighted integration to measure promoter / detractor split before claiming a referral metric.
Viral coefficient: no invite tracking. Discount codes are the current proxy — but they measure redemption, not who referred whom. True k-factor requires a per-customer referral link.
Per-order `discount_code` field is not included in the Shopify bulk orders export used for `shopify_orders_bulk`. Full per-order attribution (which code drove which order) requires an orders API re-pull that requests the `discountCodes` field explicitly.