Techniques are provided for generating, by a coupon distributor, a score that represents a quality of a coupon campaign that a coupon provider offers to the coupon distributor. The score may be generated based on the brand of the product, the product category to which the product belongs, the coupon value, and the percentage discount reflected by the coupon. One or more of these factors may be based on historical data that indicates the success (or failure) of previous coupon campaigns (e.g., of the same product, brand, and/or product category, and/or similar coupon value). The coupon distributor uses the score to, e.g., determine whether to accept a proposed coupon campaign, project the number of prints/redemptions of the coupon campaign, determine how to present the coupon, determine an amount to charge for running the coupon campaign, and/or determine products or product categories of coupons to which the coupon distributor should seek.