Every report your admin generates is a CSV download that opens cleanly in Excel, Numbers, or Google Sheets. Reports answer the questions that drive ad spend, retention work, and prize-stack decisions — so knowing what each one contains and when to pull it is half the job. This page covers all of them.

How to generate any report

1. Open Admin → Reports in your raffle site admin.
2. Pick the report from the list, set the date range (or leave blank for all-time), and click Export CSV.
3. The file streams down to your browser. For very large ranges (>20k orders) you’ll see a banner noting the truncation ceiling — narrow your date range to get the full set.

All reports include a header row with column names. Currency values are exported in pence (integer) to avoid floating-point rounding — divide by 100 in your spreadsheet for £ display.

1. Customer insights

Customer Value Report

One row per customer with lifetime spend, average order value, current wallet balance, and contact details. Use it to identify your top 20% — they typically drive the majority of revenue and deserve VIP-tier SMS or email treatment.

• Columns: customer ID, email, phone, total spend, order count, AOV, wallet balance, signup date, last-order date.
• Use case: weekly VIP segmentation, churn-risk scoring.

Inactive Customers

Customers grouped by inactivity risk (Critical / High / Medium / Low) based on days since last order vs. their historical cadence. The Critical bucket is your win-back SMS list.

• Columns: customer details, last-order date, days since, historical cadence days, risk bucket.
• Use case: target SMS/email reactivation; pair with a £5 site credit incentive.

New vs Returning Customers

Cohort split by day, week, or month showing how many of your buyers in the period were first-time vs returning. Pair with ad spend to gauge real CAC and repeat-purchase rate.

Customer Acquisition Attribution

Customers attributed to UTM sources/mediums/campaigns. Counts orders, revenue, and conversion rate per source. The unattributed bucket is usually direct/organic — investigate if it grows suddenly.

Related: UTM Tags & Attribution.

Users Export

Full customer database snapshot: every customer regardless of purchase history. Used for offline CRM imports or one-off mailing list exports. Respects email marketing opt-in flags.

2. Revenue & sales

Sales Report

One row per order line item — granular enough to compare ticket prices, see how often each prize tier sold, and reconcile against your Cashflows payouts. Includes the discount column so you can compute net revenue.

Orders Export

Order-level (one row per order), with payment method, status, customer details, total + discount + net. Filterable by date, method, status. Use this for accountant exports and for reconciling Cashflows daily settlement.

Payment Gateway Performance

Success rates, AOV, and revenue per payment method (card / Apple Pay / Google Pay). A sudden drop in card success rate often means Cashflows velocity rules tightened — worth flagging to support.

3. Product performance

Product Performance Report

Per-competition metrics: tickets sold, revenue, sell-through %, instant-wins claimed. Identifies which prizes resonate so you can repeat winners and retire duds.

Category Performance Report

Same metrics aggregated by product category (e.g. Cars, Tech, Cash). Tells you the macro-level mix of what your audience is buying.

4. Marketing & finance

Coupon ROI Analysis

For each discount code: total uses, gross discount given, revenue generated by orders that used it, ROI bucket (Negative / Marginal / Positive / Strong). Lets you cut codes that lose money and double-down on the ones that don’t.

Wallet Credit Usage

Per-customer balance, total deposits, total credit spend, usage rate (% of credit they actually use vs hoard). Wallet-heavy customers rarely churn — track this as a leading indicator of retention.

5. Withdrawals & winners

Customer Withdrawals

Row per withdrawal request with bank details, amount, status (pending / approved / paid / refused), request and payout dates. This is your reconciliation log against your business bank outbound transfers.

Related: Customer Wallet Withdrawals.

Customer Withdrawal Summary

Aggregated per-customer totals: lifetime paid out, currently pending. Useful at month-end for cashflow forecasting.

Instant Winners Export

Every paid-out instant-win prize: winning ticket #, prize, the competition it came from, winner contact + banking, payout date/status. The audit trail for any Gambling Commission or Advertising Standards Authority enquiry.

Common anti-patterns

• Pulling the same report daily.Most reports are weekly or monthly cadence. Daily pulls of (e.g.) Customer Value burn time and don’t change decisions.
• Manual currency conversion mistakes. Remember values are in pence. =A1/100 in cell B1 is your friend.
• Ignoring the truncation banner.If you see “20,000 rows shown — narrow your date range”, you’re missing data and your totals will be wrong.

Related: UTM Tags & Attribution · Managing Payouts.