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Wallet loyalty programs outperform punch cards and email lists, but only if you track the right signals. Here’s the metrics stack we recommend.
Core funnel
1) Pass installs – unique devices with the pass. 2) Active passes – installs minus voided/expired/unsubscribed. 3) Opens & notifications viewed – proxy for attention. 4) Redemptions / scans – the conversion event. 5) Revenue per active pass – tie back to order value.
Quality signals
- First-use latency: time from install to first redemption.
- Repeat redemption rate: % of users with 2+ redemptions in 30/60/90 days.
- Churn: passes removed or marked void / total installs.
- Offer efficiency: revenue / (discount given + messaging cost).
Cohort the right way
- Acquisition source: QR in-store vs. email vs. paid media.
- Segment by tier/status: bronze/silver/gold.
- Geography: store cluster or DMA—critical for geo-offers.
- Device: iOS vs. Android for troubleshooting.
Example dashboard (weekly)
- Installs: 18,400 (+6% WoW)
- Active passes: 16,900 (+5% WoW)
- Opens per active: 2.4 (-3% WoW)
- Redemptions: 7,950 (+9% WoW)
- R/I (redemptions per impression): 12.5% (+1.2pp)
- Revenue / active pass: $6.40 (+8% WoW)
Experiment ideas
- Offer depth A/B: 10% vs. 15% off for lapsed users within 500m.
- Timing: lunchtime push vs. 5pm push for “order ahead.”
- Dynamic art: show tier badge; measure opens/redemptions vs. control.
- Barcode rotation: rotate after each scan; measure fraud reduction and ops speed.
Ops checklist
- Enforce unique redemption per pass for single-use offers.
- Rotate tokens to deter screenshots.
- Refresh tier fields nightly; push only diffs.
- Alert on drops in push delivery rate or scan latency.