Reports shows how your gift card program is performing across every connected sales channel: revenue and redemptions on Summary, every card on Gift cards, every balance change on Adjustments, and outstanding balances on Liability. Reports are for Owners and Admins. The numbers come from a reporting database that updates about every 2 hours, so very recent activity can take a little while to appear.
The Reports page
Go to Reports (open). Under Standard reports:
| Report | What it covers | Reports inside |
|---|---|---|
| Summary | Revenue, credit sold and redemptions at a glance | Four totals and two monthly charts |
| Gift cards | Every gift card issued, with balances and status | Gift cards. See The Gift cards report. |
| Adjustments | Activations, redemptions, top-ups and expiries, by channel or reason | Adjustments, Summary by sales channel, Summary by reason. See The Adjustments report. |
| Liability | Outstanding balances now, or as at any past date | Current liability by sales channel, Detailed current liability, Point-in-time liability by sales channel. See The Liability report. |
If AI reports are switched on for your account, Ask AI (ask a question in plain words and get a report) and Saved reports appear too. They're switched on by the Wrapped team; contact support if you'd like them.
Summary
| Figure | What it means |
|---|---|
| Credit purchased | The value of new gift cards and top-ups that came from an order in a sales channel or your web store. Cards issued from the dashboard, batches and imports aren't included. |
| Redeemed value | The total amount customers redeemed from gift cards, in every sales channel. |
| Upsell revenue | The total of the orders gift cards were redeemed on, minus the amount redeemed. It's what customers spent beyond their gift card. It's never below zero. |
| Total revenue generated | Credit purchased plus Upsell revenue. |
The two charts show the same figures by month: Redemptions and upsell (redeemed and upsell) and Credit sold (new gift cards and top-ups). The charts only cover January 2024 onwards.
Order totals are the totals your sales channel recorded for the order, so they can include tax, shipping and other items on the order.
Home
Home shows an Overview of the same kind of figures, for All time, Yesterday, Last 7 days, Last 30 days or a Custom range. Home is hidden for Members and Read-only users.
| Tile | What it means |
|---|---|
| Revenue generated | Same as Total revenue generated on Summary. |
| Upsell on gift cards | Same as Upsell revenue. |
| Redeemed amount | Same as Redeemed value. |
| Total liability | The current balance still on gift cards activated in the range. |
| Total credit issued | Everything loaded onto gift cards activated in the range: their starting values plus top-ups and bonus credit, from any source. |
| Gift cards sold | The number of gift cards activated in the range, from any source, including cards issued in the dashboard and promotional cards. |
| Average gift card value | Total credit issued divided by Gift cards sold. |
| Active gift cards | Gift cards activated in the range that still have a balance. |
The card-based tiles leave out cards that are deleted or hidden from reporting. On Home, All time starts from the day your Wrapped account was created. The All time range on Reports has no start date, so it also includes older cards you imported with their original activation dates.
Choosing dates
- Each report has a date range: All time, Last 7 days, Last 30 days (the default), Last 90 days, Year to date or Custom range.
- Dates are in your account's time zone, not UTC. "Today" is your account's today wherever you sign in from. Set your time zone in your account settings; see Account settings.
- The end date is included in full. A range ending 31 March includes everything on 31 March. You don't need to set the end date to the next day.
- What the dates filter depends on the report. Gift cards and current liability reports include cards activated in the range. Adjustments and Summary include changes that happened in the range. Point-in-time liability uses only the end date.
The range, report, filter and page are saved in the page address, so you can bookmark a report or share the link with another Owner or Admin.
Filtering and paging
- Filter by customer email appears on the Gift cards and Adjustments reports. It matches part of the recipient's or buyer's email address.
- Tables show 25 rows per page by default; choose 10, 25, 50 or 100.
- Export downloads the whole result for your range and filter, not just the page on screen. See Export a report to CSV.
Who can see reports
Only Owners and Admins. Other roles see "Only owners and admins can open reports." See Team members and roles.
Common questions
How up to date are reports?
The reporting database updates about every 2 hours. A card's own timeline in the dashboard updates immediately. See How often reports update.
Why is Credit purchased lower than the value of all my gift cards?
It only counts cards and top-ups bought through an order. Cards you issued in the dashboard, generated in batches, or imported aren't purchases. Total credit issued on Home and the Gift cards report include every card.
Why don't Home and Reports show the same numbers?
Check the date range on each: Home defaults to All time and Reports to Last 30 days. Home's All time starts from when your account was created. Also, Home's liability and credit figures count cards activated in the range, while Summary's figures count activity that happened in the range.
Do reports separate promotional gift cards from paid ones?
Summary figures don't. The Gift cards and Adjustments reports have the detail. See Promotional gift cards and bonus credit in reports.
Where are the campaign and automation reports?
Each campaign and automation has its own revenue report, opened from the campaign or automation. See Marketing campaigns and Marketing automations.
Is there an Excel export?
Yes. Export offers Download CSV and Download Excel (.xlsx). See Export a report to CSV.