Coupons Ultimate Guide

In this tutorial, we will show you the types of coupons you can create using Voucherify. We'll cover all coupon features that you can set up while creating a new campaign.


  1. Glossary
  2. Types of coupon campaigns
  3. Coupon code
  4. Discount categories
  5. Discount types
  6. Timeframe & validation rules
  7. Dynamic discount value formula builder


We've listed coupon-related definitions to help you feel comfortable when creating coupon campaigns in the Voucherify dashboard.

Standalone coupon

A standalone code is a single coupon code with a predefined discount type and value, typically for multi-use. 

Unique bulk coupons 

Unique coupons are coupon codes with the same discount grouped in a campaign. Each unique code can be assigned (published) to a specific customer who becomes the coupon owner as a result.

Coupon code

Voucherify generates only digital coupons represented by unique codes. Each coupon in the Voucherify project is unique; you can't create two identical codes in a single project. 

Case-sensitive coupons 

This option is set per project, and it's enabled by default. It means that Voucherify differentiates between capital and lower-case letters in your codes.

Code formats 

The app creates a standard  text code, barcode (format Code128), and QR code for each code

Code pattern

When creating a coupon code (standalone coupon or bulk codes campaign), you can use code settings to define the code pattern (length, postfix, prefix, and so on).

Validation rules 

Validation rules are limits and rules attached to codes, checked during the redemption. 

Discount category 

Voucherify supports order discount, products discount, free products, and free shipping discount categories.

Discount value 

The value of a discount defines a discount that is applied to a customer's order during a single code redemption. 

Discount type 

The discount type defines how the discount is applied to the customer's cart. Depending on the discount category, different effects are available. 

Types of coupon campaigns 

Before you start creating coupons, decide whether you need a standalone code or bulk codes campaign.

Standalone code Bulk codes campaign
  • Single coupon created in the Campaign Manager. 
  • Redemption limits per code.
  • A predefined number of unique coupon codes grouped in a campaign. 
  • Redemption limits per campaign and each code.
  • Each code can be published to a particular customer.
  • It can be auto-extended with new codes.

Standalone codes are usually multi-use coupons used for flash sales and similar promotions. When it comes to bulk unique codes campaigns, they provide advanced tracking possibilities and personalization. You can publish each unique code from a campaign to a particular customer and track it individually. Moreover, validation rules can control your budget using both campaign and code limits. 

Coupon code

Digital codes represent standalone and unique coupons. In the Advanced code settings section of the Campaign Manager, you can define your code pattern when creating coupons. The default code settings can be configured in the Project Settings.

Discount categories

When creating standalone or bulk coupons, you need to define a discount category:

  • Order Discount
  • Products Discount
  • Free Products
  • Free Shipping

Discount types

Amount discount

You can offer your customers a discount in any currency, for example, $20 off or £10 off. Before creating amount discounts, please visit Project Settings and set the proper currency for your discounts.

Percent discount

You can offer a percent discount like 10% off or 50% off and also secure your budget by defining an Amount limit (the total amount of the discount given per order or per discounted item). 

New price

When using this discount type, the order amount or product price will be set to the value of the New price. The discount value is calculated during the redemption as it's a difference between the total amount of the customer's order or product price and the New price.

Using validation rules, you can create predefined buying scenarios that qualify the customer for a New price discount.

Free products

Free products enable you to offer items from your inventory for free. First, you need to decide on the discount effect. 

Then, you need to decide which product you want to add for free and in what quantity. 

Please note that this type of discount is based on the products added to the Products section in your dashboard. If you haven't synced your inventory yet, please follow the Products and Product Collections guide first. 

Free shipping

You can also offer your customers free shipping. The discount is based on the Free products: Add missing order items to match the total discount units count discount type, and it cannot be edited.

Dynamic discount values

For percent, amount, new price, and free products, you can set a fixed discount value or use a formula builder to create a dynamic discount expression. Formulas with mathematical and logical operators assign a dynamic discount value. Discount value will be calculated during redemption based on the provided formula and metadata values. Read more in the Dynamic discount value formula builder section.

Discount effects

When the discount category is set, choose the respective discount type. The discount type defines how the discount is applied to a customer's order.

Discount category Types
Order Discount Amount discount: Apply to whole cart
Percent discount: Apply to whole cart
New price: Apply to whole cart
Products Discount Amount discount: Apply the discount to item subtotal
Amount discount: Apply the full discount to each item unit
Amount discount: Split the discount proportionally to amount
Amount discount: Split the discount proportionally to quantity
Percent discount: Apply the discount to item subtotal
New price: Apply the discount to item subtotal
Free Products Free products: Add missing order items to match total discount units count
Free products: Always add new units items
Free products: Add many order items
Free Shipping    Free products: Add missing order items to match total discount units count

All product-specific discounts can be applied to the cheapest or most expensive items.

Read more about the effects in our Complete Discounts Guide

Timeframe & validation rules

Time limits and validation rules define when the coupon code is valid.

Validation rules define discounted items, required cart structure, and other buying circumstances that qualify customers for a code redemption. You can create validation rules beforehand in the dedicated dashboard section or when creating coupons in the Campaign Manager.

Dynamic discount value formula builder

You can also create formulas with mathematical and logical operators and assign a dynamic discount value for each discount type. Based on the provided formula and metadata values, values will be calculated during redemption. 

You need to use a formula builder to create a dynamic discount expression. To do so, click the  plus icon next to the discount value field.

The formula builder requires a fallback value in case the dynamic discount value cannot be calculated from the formula's given parameters.

You can either use the Formula builder utility with step-by-step dialogs that you fill out to build the formula from element building blocks or the Expression output with operators and operands. 

Read more in our dynamic discount value builder guide.

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