=== Report 1: Website traffic channel mix, 2025 vs 2024 (written by Viktor) === Engineer's note: Channel mix and YoY shift across all merchants, top 12 channels by 2025 sessions; bounce rate and avg page views cover 2025 only as requested. REPORT: Website traffic channel mix, 2025 vs 2024 QUESTION: Which acquisition channels bring the most site traffic across all merchants, and how has that mix shifted versus a year ago? channel | sessions_2025 | share_of_2025_sessions_pct | sessions_2024 | yoy_change_pct | bounce_rate_2025_pct | avg_page_views_2025 ------------+---------------+----------------------------+---------------+----------------+----------------------+-------------------- direct/none | 20644 | 57.4 | 16367 | 26.1 | 44.1 | 4.5 google | 6895 | 19.2 | 6433 | 7.2 | 43.1 | 4.4 instagram | 5024 | 14.0 | 4149 | 21.1 | 59.9 | 3.4 referral | 2774 | 7.7 | 2204 | 25.9 | 45.9 | 4.5 facebook | 381 | 1.1 | 876 | -56.5 | 57.5 | 3.4 newsletter | 253 | 0.7 | 227 | 11.5 | 35.6 | 5.8 (6 rows) === Report 2: Which marketing channels drive orders and revenue (written by Omar) === Engineer's note: EUR conversion uses exchange_rates with base_code='EUR', quote_code=currency_code, as_of=date of occurred_at (rate=1 for EUR); if a rate is missing for a given currency/day the row's revenue will be null in the sum rather than silently dropped, worth a data-quality check if totals look off. REPORT: Which marketing channels drive orders and revenue QUESTION: Among orders marketing can take credit for, which campaign channels generate the most attributed orders and revenue, and what's the resulting average order value? channel | attributed_orders | attributed_revenue_eur | share_of_revenue_pct | avg_order_value_eur ------------+-------------------+------------------------+----------------------+-------------------- paid_search | 2503 | 640581.0 | 78.6 | 256.0 email | 519 | 152494.0 | 18.7 | 294.0 paid_social | 70 | 17313.0 | 2.1 | 247.0 influencer | 26 | 4535.0 | 0.6 | 174.0 (4 rows) === Report 3: Discounting baseline: monthly coupon usage and discount rate (written by Ines) === Engineer's note: EUR conversion uses exchange_rates (base=EUR, quote=order currency, as_of=placed_at date); EUR-denominated orders use rate 1 directly since EUR/EUR is not guaranteed to be stored. All 12 months of 2025 are included via calendar_days even if an month had zero qualifying orders/redemptions (shown as 0/NULL rate). REPORT: Discounting baseline: monthly coupon usage and discount rate QUESTION: How much discounting is happening platform-wide each month, and how often are coupon codes actually used? month | orders_count | orders_with_discount_count | discount_rate_pct | total_order_revenue_eur | total_discount_amount_eur | discount_share_of_gmv_pct | distinct_coupons_used | avg_discount_per_discounted_order_eur --------+--------------+----------------------------+-------------------+-------------------------+---------------------------+---------------------------+-----------------------+-------------------------------------- 2025-01 | 1768 | 940 | 53.2 | 578716 | 48507 | 7.7 | 28 | 52.0 2025-02 | 1370 | 497 | 36.3 | 430561 | 25731 | 5.6 | 30 | 52.0 2025-03 | 1586 | 559 | 35.2 | 403598 | 28344 | 6.6 | 27 | 51.0 2025-04 | 1520 | 528 | 34.7 | 471989 | 32179 | 6.4 | 28 | 61.0 2025-05 | 1633 | 595 | 36.4 | 463804 | 32917 | 6.6 | 35 | 55.0 2025-06 | 1461 | 495 | 33.9 | 346256 | 24022 | 6.5 | 26 | 49.0 2025-07 | 1596 | 940 | 58.9 | 365113 | 49877 | 12.0 | 22 | 53.0 2025-08 | 1502 | 549 | 36.6 | 331782 | 24889 | 7.0 | 35 | 45.0 2025-09 | 1659 | 601 | 36.2 | 465898 | 36138 | 7.2 | 35 | 60.0 2025-10 | 1828 | 610 | 33.4 | 489962 | 33807 | 6.5 | 40 | 55.0 2025-11 | 2550 | 949 | 37.2 | 817689 | 82706 | 9.2 | 96 | 87.0 2025-12 | 2994 | 818 | 27.3 | 671070 | 48827 | 6.8 | 89 | 60.0 (12 rows)