How to create referral program step-by-step?

Watch our video tutorial on how to launch a referral program or follow the written tutorial below.

Learn how to set up a referral program and create unique referral codes in the campaign manager.

To begin with, you’ll need to run the Campaign manager with the Plus.

Create a New Campaign

When the creator is ready, you can configure program details. Let's go through each stage of the manager step by step.

Firstly, add a new referral campaign:

Creating a new referral campaign

In the first step, define program details such as:

Referral Program – 1st step

When you create a referral campaign you can mark that each customer will be allowed to join the campaign only once. Then, if the same customer requests another referral code, Voucherify will give him/her the same code again and will not generate another code for this end-user. Therefore, one customer can only receive one referral code assigned from a particular promo campaign.

In the 2nd step, define optional time limits – add a campaign timeframe, days of the week or recurring periods when referral codes are active (you can read about all time limits for vouchers here). 
When ready, go to the NEXT STEP ➡️

Time limitsreferral program


The 3rd section 'Incentive Workflow' consists of the following steps:

Incentive workflow - referral program

Choose a conversion event (when a new customer is approved as a referred) 🔄

 If you want to define 'referred' customer based on referral codes redemptions choose the first checkbox ✅

Conversion Event-Referee

You can also define 'referred' customers based on a custom event defined previously in your Project Settings, for example, 'customer_subscribed' event. As a result, if a new customer performs a defined event he/she will be counted as a referred customer and the owner of the referral code used during the event gets a new referred customer attached to his/her account. ✅

Conversion Event - custom event

Event Schema

To define custom events go to the Project Settings and add the respective configuration. Please note that your application must store an event describing a moment of conversion once you approve a new customer as a referred person it triggers a rewarding mechanism.

If you need help with that, follow the step by step guide.

After you mark the respective checkbox and define the conversion event, you need to choose a type of your referral program.

Choose between a single- or double-sided referral program

In the next step, you need to decide if the new customer (referee) and referrer will be rewarded - double-sided program, or if only the referrer gets the reward - single-sided program.

Go to the NEXT STEP.


In the case of double-sided referral program – define discount for the referee (new customer)

If you mark a checkbox with a double-sided referral program, you need to define a reward for new customers (referees). It can be a discount code (percentage, unit, amount), gift card balance added to a predefined gift card that each customer in Voucherify has by default, or points added to the loyalty card.

Referee reward

Below the Referee reward section, you can see Validation rules for the referral code's redemption. This is a place where you can create validation rules attached to referral codes. They restrict redemptions made by new customers (referees). To add your rules choose EDIT and add a name for validation rules. If you need help with creating limits, visit this guide.  

It is important to remember, that you should choose a validation rule "Redemptions per customer in a campaign" if you want each of the referees to use the referral code only once.

Referral Program Validation rules

Confirm the rules by choosing SAVE and go to the NEXT STEP.

In the 5th stage of the program creation, you need to define rewarding criteria and tell Voucherify when the referrer is rewarded.
Dependently on which conversion event you've chosen in the 3rd section, continue to one of the following sections:

1. Conversion event - referral code redemption

In case of the reward schema based on referral codes redemptions, choose from: 

  • Reward every time the referee redeems the referral code 

Every time a referral code is used, the reward is triggered.

  • Number of referees who redeem referral code is

This option enables you to state how many times a referral code has to be used in order for the referrer to get a reward.

Referral Program Tier Details

Referrer rewarding criteria

By clicking SHOW ADVANCED, you can set how many times the code has to be used and set up some additional limitations based on the referee's attributes, such as Country, Number of Orders or Total Amount of Orders Made and many more. 

When the respective checkbox is set, click on NEXT STEP and define the reward for referrers. You can choose from:

  • your existing campaigns (chosen campaign should be in auto-update mode!),
  • creating a new campaign of rewards from scratch,
  • adding gift card credits
  • adding points to a loyalty card

Reward for referrer

2. Conversion event - custom event

If you count referred customers (referees) based on the performed event, defined in the 3rd section, you can choose from:

  • Rewarding referrer every time the referee performs a specific action (custom conversion event),
  • Defining a number of referees who need to perform a specific action to trigger a reward for the referrer. 

Additionally, if you expand ADVANCED options, you can add more limits and rules that referrer needs to meet to get the reward. 

For example, you can set that besides the fact that two customers need to perform the chosen custom event with referrer's code, referrer has to already have more than two orders made in your store to get the reward.

Reward notifications

Lastly, in this stage, you can implement channels via which you want to notify a referrer about the reward. You can choose from:

Tier notifications referral program

  • HTTP callout (add specific URL for notification)
  • Email (the manager lets you design the message template) 
  • Integrations (MailChimp)

You can also send messages via outside communications providers. Visit your Integration Directory to integrate with MailChimp, Braze and other.

Here's an example of a notification that you can create:

Notifications referral program

You can skip this step and design your distribution later on in the Distributions tab.

Go here to learn more. 

When the action is defined, you can follow to the 6th stage or choose to ADD TIER (the 2nd one). What are 'tiers' and why do you need them? 


Each tier is a separate level in your referral program. If you want to have different rewards or/and different rewarding criteria then tiers are what you need. For example, tier 1 can reward each referrer who refers at least 1 customer with a $5 gift card; tier 2 can reward each referrer who refers at least 3 customers with a 30% discount. 

Referral Program - tier

There is no limit on a number of tiers, you can make multi-level referral programs with many rewards and custom rewarding schemas.

In the 6th stage, you can add optional metadata attributes

The last stage of the manager shows you a summary of your referral program. You can see the overview and, in case you need to, go back to each step to set it up again. When all program details are ready, confirm with SAVE and wait until the campaign is generated.

Referral Program Summary

Your codes are ready to action, learn how to use Voucherify to share your referral codes and encourage more referrals.

Remember that each referral code needs to be published before new customers (referees) can use it. The publication is the process of assigning referral code to a particular customer (referrer). You can perform this action either through Distribution in the dashboard or programmatically via API. 

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