---
title: Evaluate campaign metrics with three custom reports
slug: data-platform/docs/evaluate-campaign-metrics-with-three-custom-reports
createdAt: 2026-08-10T12:05:20.000Z
---

:::hint{type="info"}
**Note**

The terms *audiences* and *segments* are interchangeable. Optimizely has updated all *segments* to *audiences* on the **Audiences** page and is updating the UI on other pages. See  [Understand audiences](docId\:v-gHiL9jfINBey-4QNtFM) to get information on audiences.
:::

Optimizely Data Platform (ODP) lets you create custom reports to learn more about the data available in your account. See the following three examples of reports you can build to understand the performance of your campaigns:

1. [Monthly lifecycle order](docId:61YHpXEB5l95tw1OY6pXR)
2. [Coupon code usage by lifecycle](docId:61YHpXEB5l95tw1OY6pXR)
3. [Product analysis by lifecycle](docId:61YHpXEB5l95tw1OY6pXR)

## Monthly lifecycle order

This report shows the number of orders your customers placed monthly throughout the year. For each month, the report sorts the total number of orders by the lifecycle your customers belong to, showing how your campaigns trend month-over-month. For example, you can see if there was an increase in sales during the holiday season.    

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/2IFIE0TmVQOvWG4IyifOd-20260720-145720.png)

### Benefits of this report

- Understand what percentage of your orders are placed by new shoppers, repeat, or loyal customers.
- Use this information to plan your campaign strategy for the coming months. For instance
  - If you find that your loyal customers are not making purchases as you expected, consider targeting them with campaigns that encourage their purchasing behaviors.
  - If you notice that one month has an outstanding number of repeat orders, analyze the campaigns you used to understand why you were successful, then repeat your strategy with an updated creative.
- By reviewing your campaign performance over the past months, you can set realistic goals for your upcoming campaigns.
  - If you see that 10% of your purchases are repeat orders, aim to improve this number and reach 15% by next month or quarter.

### Create filters for the report

**Order Number = 1**

1. Go to **Data Setup >** **Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Order Number = 1*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:
   - **Order > Observations > Order Number** **=** **1**

     ::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/1QkUyw6oHLQoBTeLtpMgA-20260720-145720.png" size="80" isUploading="false" showCaption="false" width="538" height="460" darkWidth="538" darkHeight="460"}
5. Click **Save**.

**Order Number = 2**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Order Number = 2*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:
   - **Order > Observations > Order Number** **=** **2**

     ::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/qmip1s5J5GlJI6SUTRRoe-20260720-145720.png" size="80" isUploading="false" showCaption="false" width="561" height="462" darkWidth="561" darkHeight="462"}
5. Click **Save**.

**Loyal Order**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Loyal Order*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:

   - **Order > Observations > Order Number** **≥** **3**

   ::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/RxSkaK7omT8nb1VOE1rgV-20260720-145720.png" size="80" isUploading="false" showCaption="false" width="539" height="460" darkWidth="539" darkHeight="460"}
5. Click **Save**.

### Configure the report

1. Go to **Reports > Custom Reports** and click **New Report**.
2. Configure the following report filter: 
   - **All Traffic** – Set to **Order**.
   - **Date range** – Update the date range from **January 1** to **December 31** to get a complete view of the year.
3. Click **Apply**.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Emu0RzzYz9rOFLJC3UfRN-20260720-145720.png" size="90" isUploading="false" width="671" height="58" darkWidth="671" darkHeight="58" showCaption="false"}

4. Click **+ Column(s)**, select **Date/Time > Month**, and click **Apply**.
5. Click **+ Column(s)**, select **Rocket Column**, and configure the following columns:

   - Show **unique count** of **Order ID** for **Order** in **number** format with label **All Orders**.
   - Show **unique count** of **Order ID** for **Order Number = 1** in **number** format with label **1st Orders**.
   - Show **ratio** of **1st Orders / All Orders** in **percentage** format with label **1st Order%**.
   - Show **unique count** of **Order ID** for **Order Number = 2** in **number** format with label **2nd Orders**.
   - Show **ratio** of **2nd Orders / All Orders** in **percentage** format with label **2nd Order%**.
   - Show **unique count** of **Order ID** for **Loyal Order** in **number** format with label **3+ Orders**.
   - Show **ratio** of **3+ Orders / All Orders** in **percentage** format with label **Loyal Order%**.

   ::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/c63MD-xpS8D6mgJEkXe_2-20260720-145720.png" size="90" isUploading="false" width="987" height="559" darkWidth="987" darkHeight="559" showCaption="false"}
6. Click **Done** and then click **Apply**.
7. Click **Save**, then enter a **Name** for the report (like *Monthly Lifecycle Order*) and select the **Visibility**.
8. Click **Save**.

## Coupon code usage by lifecycle

This report helps you learn which products your customers bought as their first, second, and third purchases and what percentage of orders used coupons.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/yBGNLOrmKF3UN2fMJlR1c-20260720-145720.png)

### Benefits of this report

- Identify your best-selling products that first-time shoppers purchase. Consider boosting your promotions of this item to acquire additional customers.
- Check whether your shoppers applied coupons to purchase certain products and decide whether you need to encourage your shoppers to buy these products with a percentage-off offer.
  - Create an audience of your customers who viewed these products but have not purchased them, and target them with a coupon to encourage purchasing.
  - Analyze which product categories are purchased with coupons. For instance, if you find that coats and jackets are often purchased with coupons, run a promotion with these products to get more shoppers to buy them.

    :::hint{type="info"}
    **Note**

    If you are a Shopify user, add a dynamic grid to your promotion email with a product filter for coats and jackets.
    :::
- Examine your audiences of second and third purchasers and determine if your shoppers need a coupon code for their next purchase.
- Use the first row in the default, unsorted view to understand what portion of the year's total sales are attributed to the purchaser categories.

### Create filters for the report

**First Order**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *First Order*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Select **Order > Subtotal**.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:
   - **Order > Observations > Order Number** **=** **1**

     ::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/BjJF7BjignNXzNQ9xgvkJ-20260720-145720.png" size="80" isUploading="false" showCaption="false" width="539" height="454" darkWidth="539" darkHeight="454"}
5. Click **Save**.

**First Order Coupon Used**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *First Order Coupon Used*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following elements within the filter:
   - **Order > Observations > Order Number = 1** AND **Order > Coupon code is not empty**
   - OR
   - **Order > Observations > Order Number = 1** AND **Order > Discount > 0**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/oNLz1zENnv0886NJb2XIh-20260720-145720.png" size="80" isUploading="false" width="900" height="712" darkWidth="900" darkHeight="712" showCaption="false" indent="1"}

5. Click **Save**.

**Second Order**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Second Order*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Select **Order > Subtotal**.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:
   - **Order > Observations > Order Number =** **2**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/TmMB1c03ICIMHKdSvo6h8-20260720-145720.png" size="80" isUploading="false" width="540" height="457" darkWidth="540" darkHeight="457" showCaption="false"}

5. Click **Save**.

**Second Order Coupon Used**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Second Order Coupon Used*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following elements within the filter:
   - **Order > Observations > Order Number = 2** AND **Order > Coupon code is not empty**
   - OR
   - **Order > Observations > Order Number = 2** AND **Order > Discount > 0**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/XeCgpDJaJXH-GYPbTBTHh-20260720-145720.png" size="80" isUploading="false" width="892" height="710" darkWidth="892" darkHeight="710" showCaption="false" indent="1"}

5. Click **Save**.

**Loyal (Third+) Order**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Loyal (Third+) Order*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Select **Order > Subtotal**.
   - **Feed** – Select **Events**.
4. Configure the following element within the filter:
   - **Order > Observations > Order Number ≥** **3**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/tnyazhNgrXqFKSmSxSLMh-20260720-145720.png" size="80" isUploading="false" width="544" height="460" darkWidth="544" darkHeight="460" showCaption="false" indent="1"}

5. Click **Save**.

**Third Order Coupon Used**

1. Go to **Data Setup > Filters**.
2. Click **Create New Filter**.
3. Enter the following:
   - **Name** – Enter *Third Order Coupon Used*.
   - **Visibility** – Select **Account**.
   - **Engagement Value** – Leave blank.
   - **Feed** – Select **Events**.
4. Configure the following elements within the filter:
   - **Order > Observations > Order Number ≥ 3** AND **Order > Coupon code is not empty**
   - OR
   - **Order > Observations > Order Number ≥ 3** AND **Order > Discount > 0**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/9zhUkhGh45QhSME_6BZH9-20260720-145720.png" size="80" isUploading="false" width="899" height="711" darkWidth="899" darkHeight="711" showCaption="false" indent="1"}

5. Click **Save**.

### Configure the report

1. Go to **Reports > Custom Reports** and click **New Report**.
2. Set the following report filter, then click **Apply:**
   - **All Traffic** – Keep this setting.
   - **Date range** – Update the date range from **January 1** to **December 31** to get a complete view of the year.
   - **Simple Filter** – Select **Event Action: Purchase**.
3. Click **+ Column(s)**, select **Products > Name**, and click **Apply**.

   :::hint{type="info"}
   **Note**

   If you prefer to view product categories instead, select **Products > Category > Category Path**. If you are a Shopify user, select **Products > Shopify Product Type**.
   :::
4. Click **+ Column(s)**, select **Rocket Column**, and configure the following columns:
   - Show **unique count** of **Order > Order ID** for **First Order** in **number** format with label **1st Order**
   - Show **unique count** of **Order > Order ID** for **First Order Coupon Used** in **number** format with label **1st Purch Code**
   - Show **ratio** of **1st Purchase Code / 1st Order** in **percentage** format with label **1st Purch Coup%**
   - Show **unique count** of **Order > Order ID** for **Second Order** in **number** format with label **2nd Order**
   - Show **unique count** of **Order > Order ID** for **Second Order Coupon Used** in **number** format with label **2nd Purch Code**
   - Show **ratio** of **2nd Purchase Code / 2nd Order** in **percentage** format with label **2nd Purch Coup%**
   - Show **unique count** of **Order > Order ID** for **Loyal (Third+) Order** in **number** format with label **3rd Order**
   - Show **unique count** of **Order > Order ID** for **Third Order Coupon Used** in **number** format with label **3rd Purch Code**
   - Show **ratio** of **3rd Purchase Code / 3rd Order** in **percentage** format with label **3rd Purch Coup%**

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/U-F_Okt9iFa0VAmC2YMz9-20260720-145720.png" size="100" isUploading="false" width="977" height="827" darkWidth="977" darkHeight="827" showCaption="false" indent="1"}

5. Click **Done** and then click **Apply**.
6. Click **Save**, then enter a **Name** for the report (like *Coupon Code Usage by Lifecycle*) and select the **Visibility**.
7. Click **Save**.

## Product analysis by lifecycle

Run this report to determine what first-time and repeat shoppers purchase. You can look at products or product categories to understand how often they are purchased and by which lifecycle audience of customers.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/0sXtKzHwM-nR1PJqd_OQD-20260720-145721.png)

### Benefits of this report

- Discover which product categories are purchased most frequently by first-time, returning, and repeat shoppers, then target these audiences with messages that promote these product categories.
  - If you find that your loyal customers are purchasing products in the luggage category the most, target them with an email promoting products in that category by adding a dynamic grid and applying a product filter for luggage to it.

    :::hint{type="info"}
    **Note**

    This type of product filter is only for Shopify users.
    :::
- Identify the top products your lifecycle audiences are purchasing. 
  - If you learn that your first-time shoppers are buying the boyfriend cardigan, the zebra print leggings, and the heart-shaped sunglasses the most, create a top-of-funnel campaign for your prospects and use these high-converting products in your messages.
- Make creative decisions based on the data you see in this report.
  - If you need to decide which product images to use in your ads or email and MMS messages, look at this report and determine which products are the most likely to appeal to your target audiences of first-time, repeat, and loyal customers.

### Create filters for the report

The filters for this report are the same as the ones used for the monthly lifecycle order report. If you have not already created those filters, see [Monthly lifecycle order > Create filters for the report](docId:61YHpXEB5l95tw1OY6pXR).

### Configure the report

1. Go to **Reports > Custom Reports** and click **New Report**.
2. Set the following report filter, then click **Apply**:
   - **All Traffic** – Set to **Order**.
   - **Date range** – Update the date range to **January 1** and **December 31** to get a complete view of the year.
3. Click **+ Column(s)**, select **Products > Name**, and click **Apply**.

   :::hint{type="info"}
   **Note**

   If you prefer to view product categories instead, select **Products > Category > Category Path**. If you are a Shopify user, select **Products > Shopify Product Type**.
   :::
4. Click **+ Column(s)**, select **Rocket Column**, and configure the following columns:
   - Show **unique count** of **Order ID** for **Order** in **number** format with label **All Orders**
   - Show **unique count** of **Order ID** for **Order Number = 1** in **number** format with label **1st Orders**
   - Show **ratio** of **1st Orders / All Orders** in **percentage** format with label **1st Order%**
   - Show **unique count** of **Order ID** for **Order Number = 2** in **number** format with label **2nd Orders**
   - Show **ratio** of **2nd Orders / All Orders** in **percentage** format with label **2nd Order%**
   - Show **unique count** of **Order ID** for **Loyal Order** in **number** format with label **3+ Orders**
   - Show **ratio** of **3+ Orders / All Orders** in **percentage** format with label **Loyal Order%**

     ![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/IAM5YWft8jVdEsMGWCwV2-20260720-145720.png)
5. Click **Done** and then click **Apply**.
6. Click **Save**, then enter a **Name** for the report (like *Product Analysis by Lifecycle*) and select the **Visibility**.
7. Click **Save**.