Loyalty program analytics
Measure your loyalty program: members and tiers, activities, points, the points shop, rewards, program widgets, and how members buy.
Loyalty program analytics covers everything you can measure about your loyalty program: who joins and how they move through tiers, how members take part in activities, how they earn and spend points, what they redeem in the points shop, the rewards they receive, how they use your program widgets, and how members buy compared with other customers.
In the report builder, these metrics are under Loyalty, Widgets, and Sales. How to read these tables, and how breakdowns and filters work, is in How metrics work. Every metric can also be broken down by Date.
Every workspace has these metrics and their default reports, even without the Loyalty program module. Without a program, they show no data.
Start with the defaults
- 23 default loyalty program reports: 5 on members and tiers, 5 on activities, 5 on the points shop, 4 on rewards, and 4 on points. See Reports.
- No default loyalty program dashboard. Build your own from the default reports: see Dashboards.
- Two funnels: see Funnel reports. The default reports Activity funnel and Reward funnel show the same steps as line charts.
| Funnel | Steps |
|---|---|
| Activity engagement funnel | Activity reach, Activity clicks, Activity started, Activity submitted |
| Points shop engagement funnel | Redeemable reward reach, Redeemable reward clicks, Redeemable reward redeemed |
The loyalty program's own pages, such as the overview, activities, and tiers, also show key numbers at a glance. Those are separate from reports.
What loyalty program analytics needs
The program metrics need nothing set up. Loyalty program widgets always track sessions, so reach works without turning on session tracking. Sales from members need order data: see Report requirements.
Members and tiers
Who joins your program, how membership changes, and how members move through tiers.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Total members | Total number of members in the loyalty program | Count | Running total | |
| Membership movements | Net change in number of program members | Count | In the period | |
| Percentage of members | Share of total members that match selected dimension values | Percentage | Calculated | |
| Tier count | Number of tiers configured in the loyalty program | Count | Running total | |
| Average time to reach tier | Average time it took for members to be upgraded to this tier | Days | In the period | |
| Average tier tenure | Average time members spend on a tier | Days | At the end of the period | |
| Member tier events | Number of times members have been placed in a tier | Count | In the period | |
| Average member tenure | Average time members have been enrolled in the loyalty program | Days | At the end of the period | |
| Avg. days since last program action | Average number of days since members last performed a program action. Counts these actions: received reward, earned points, spent points, completed activity. | Days | At the end of the period |
Tier history starts when Cevoid began recording tier changes. Members who already had a tier then count from the date they reached it, but Average time to reach tier only reflects tier changes after that.
Breakdowns and filters for members and tiers
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The member | Your own items | All except Tier count |
| Segment | Segments the member belongs to | Your own items | All except Tier count |
| Profile label | Profile labels of the member | Your own items | All except Tier count |
| Profile market | The market of the member's profile | Your own items | All except Tier count |
| Social handles known | Social media platforms where a handle is known for this profile (Instagram, TikTok, X, etc.) | Instagram, TikTok, X | Total members, Membership movements, Percentage of members, Average member tenure |
| Profile properties known | Custom profile properties that have a value for this profile (brand-defined properties such as height, weight, preferred size) | Your own items | Total members, Membership movements, Percentage of members, Average member tenure |
| Engagement types | Lifetime engagement actions the profile has performed at least once. A profile can have multiple values. | Contributed UGC, Placed order, Received reward, Earned points, Spent points, Completed activity | Total members, Avg. days since last program action |
| Membership movement type | Type of membership movement (Joined, Opted-out) | Joined, Opted-out | Membership movements |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All except Tier count |
| Membership acquisition source | How the member joined the loyalty program | Placed order, Manual, Import, Challenge, Single-task activity, Widget opt-in, Created store account | Total members, Membership movements, Percentage of members, Average member tenure |
| Tier type | The category of tier in the loyalty program | Entry, Ranked, Invite-only | Tier count |
| Tier status | The current activation status of a tier | Live, Draft, Ended | Tier count |
| Member tier event type | Reason for the member tier event | Reached, Downgraded, Manual placement, Migrated | Member tier events |
Activities
Your activities, the members who can take part, and how they engage, from seeing an activity in a widget to submitting it.
Activities and participation
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Total activities | Number of activities configured in the loyalty program | Count | Running total | |
| Activity eligible members | Number of unique members eligible to participate in an activity | Count | Running total | |
| Activity eligible members (lifetime) | Number of unique members who have ever been eligible for an activity, including everyone who participated, cumulative through end of period | Count | Lifetime, unique | |
| Participants | Number of unique members who submitted to an activity | Count | In the period | |
| Participants (lifetime) | Number of unique members who have ever submitted to an activity, cumulative through end of period | Count | Lifetime, unique | |
| Submissions | Number of submissions | Count | In the period | |
| Submissions (lifetime) | Number of submissions in the loyalty program, cumulative through end of period | Count | Running total | |
| Submission ratio | Average number of submissions per participant | Ratio | Calculated | |
| Activity eligible rate | Percentage of total members who are eligible for participating in an activity | Percentage | Calculated | |
| Participation rate | Percentage of eligible members who have participated in an activity | Percentage | Calculated | |
| Tasks completed | Number of completed tasks | Count | In the period | |
| Tasks completed (lifetime) | Number of completed tasks in the loyalty program, cumulative through end of period | Count | Running total |
Break down and filter these metrics by:
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The member | Your own items | All except Total activities, Submission ratio, Activity eligible rate, Participation rate |
| Segment | Segments the member belongs to | Your own items | All except Total activities |
| Profile label | Profile labels of the member | Your own items | All except Total activities |
| Profile market | The market of the member's profile | Your own items | All except Total activities |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All except Total activities |
| Activity type | The kind of activity | Single-task, Challenge | All |
| Activity status | The current activation status of an activity | Live, Paused, Draft, Ended, Canceled | All |
| Activity | An individual activity in the loyalty program | Your own items | All except Total activities |
| Task | An individual task within an activity | Your own items | Tasks completed, Tasks completed (lifetime) |
| Task category | High-level grouping of task types | Content, Social media post, Question, Annual events, Profile property, Social following & newsletter, Visit link, Program | Tasks completed, Tasks completed (lifetime) |
Activities in program widgets
How visitors interact with activities in your program widgets, from seeing an activity to submitting it.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Activity reach | Number of unique visitors who viewed an activity | Count | In the period | |
| Activity impressions | Number of times an activity was viewed | Count | In the period | |
| Activity clicks | Number of times a visitor clicked an activity to see details | Count | In the period | |
| Activity started | Number of times a member started an activity | Count | In the period | |
| Activity submitted | Number of times a member submitted an activity | Count | In the period | |
| Submission completion rate | Percentage of started submissions that were submitted | Percentage | Calculated |
Break down and filter these metrics by:
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Display solution | Type of widget or interaction interface | Gallery, Card, Program, API | All |
| Widget | The name of a specific widget | Your own items | All |
| Market | Storefront market the visitor was browsing when the event occurred | Your own items | All |
| Is trackable | Whether the visitor can be attributed to events (depends on tracking consent / cookies) | Yes, No | All |
| Profile | The visitor, when Cevoid knows who they are, such as a logged-in member | Your own items | All |
| Segment | Segments the visitor belongs to | Your own items | All |
| Profile label | Profile labels of the visitor | Your own items | All |
| Profile market | The market of the visitor's profile | Your own items | All |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All |
| Membership status | The visitor membership state at the time of the event | Member, Non-member | All |
| Activity type | The kind of activity | Single-task, Challenge | All |
| Activity status | The current activation status of an activity | Live, Paused, Draft, Ended, Canceled | All |
| Activity | An individual activity in the loyalty program | Your own items | All |
Points
Points earned, spent, expired, and held. See Points.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Net points | Net change in points (earned minus spent and expired, plus or minus adjustments). When future dates are selected, also projects known point expirations. | Change | In the period | |
| Members with point events | Number of unique active program members with at least one active-scope point event. | Count | In the period | |
| Average net points | Average net points per member with a point event. | Count | Calculated | |
| Members with points | Number of unique members with a nonzero point balance at the end of the selected period. | Count | Running total | |
| Members with point events (lifetime) | Number of unique members who have ever had a point event, cumulative through end of period | Count | Lifetime, unique | |
| Points balance | Total point balance across all members in the loyalty program. When future dates are selected, the metric also projects known point expirations. | Count | Running total | |
| Pending points | Total pending points balance across all members in the loyalty program. When future dates are selected, the metric also projects known point activations. | Count | Running total | |
| Average points balance | Average point balance per member. When future dates are selected, the metric also projects known point expirations. | Count | Calculated |
The points metrics can show future dates, for points that are pending or due to expire. So can Total rewards and Reward movements.
Breakdowns and filters for points
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The member | Your own items | All except Average net points, Average points balance |
| Segment | Segments the member belongs to | Your own items | All |
| Profile label | Profile labels of the member | Your own items | All |
| Profile market | The market of the member's profile | Your own items | All |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All |
| Membership acquisition source | How the member joined the loyalty program | Placed order, Manual, Import, Challenge, Single-task activity, Widget opt-in, Created store account | All |
| Activity | An individual activity in the loyalty program | Your own items | All |
| Point event type | Type of point event | Earned, Spent, Expired, Adjusted | All |
| Point source type | The kind of source that produced the point event (applies primarily to Earned events) | Purchase incentive, Challenge, Single-task activity, Tier, Manual adjustment, Migration | All |
| Point source name | Name of the specific source entity that produced the point event (e.g. activity name, tier name) | Your own items | All |
| Tier | The tier that granted the points. Points from other sources (activities, purchases, adjustments) are (not set) | Your own items | All |
Points shop
Redeemable rewards, who can afford them, and how members redeem them.
Redeemable rewards and redemptions
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Total redeemable rewards | Number of redeemable rewards configured in the loyalty program | Count | Running total | |
| Redeemable reward eligible members | Number of unique members eligible to redeem a redeemable reward | Count | Running total | |
| Redeemable reward eligible members (lifetime) | Number of unique members who have ever been eligible to redeem a redeemable reward, including everyone who redeemed, cumulative through end of period | Count | Lifetime, unique | |
| Members with enough points | Number of unique members with enough points to redeem a redeemable reward | Count | Running total | |
| Redeemers | Number of unique members who redeemed a redeemable reward | Count | In the period | |
| Redeemers (lifetime) | Number of unique members who have ever redeemed a redeemable reward, cumulative through end of period | Count | Lifetime, unique | |
| Redemptions | Number of redemptions | Count | In the period | |
| Redemptions (lifetime) | Number of redemptions in the loyalty program, cumulative through end of period | Count | Running total | |
| Redemption ratio | Average number of redemptions per redeemer | Ratio | Calculated | |
| Redeemable reward eligible rate | Percentage of total members who are eligible to redeem a redeemable reward | Percentage | Calculated | |
| Redeemer rate | Percentage of eligible members who have redeemed a redeemable reward | Percentage | Calculated | |
| Afford rate | Percentage of eligible members who currently have enough points to redeem a redeemable reward | Percentage | Calculated |
Break down and filter these metrics by:
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The member | Your own items | All except Total redeemable rewards, Redemption ratio, Redeemable reward eligible rate, Redeemer rate, Afford rate |
| Segment | Segments the member belongs to | Your own items | All except Total redeemable rewards |
| Profile label | Profile labels of the member | Your own items | All except Total redeemable rewards |
| Profile market | The market of the member's profile | Your own items | All except Total redeemable rewards |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All except Total redeemable rewards |
| Redeemable reward status | Current activation status of a redeemable reward in the points shop | Live, Paused, Draft, Ended | All |
| Redeemable reward | An individual redeemable reward configured in the loyalty program | Your own items | All except Total redeemable rewards |
| Required points | The number of points required to redeem the redeemable reward | Point amounts | All (breakdown only, not a filter) |
| Reward type | High-level category of reward | Discount code, Badge, Custom | All |
| Discount code type | Sub-type for discount-code rewards (only applies when reward_type = Discount code) | Amount off, Percentage off, Free shipping, Free product | All |
Points shop in program widgets
How visitors interact with redeemable rewards in your program widgets, from seeing a reward to redeeming it.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Redeemable reward reach | Number of unique visitors who viewed a redeemable reward | Count | In the period | |
| Redeemable reward impressions | Number of times a redeemable reward was viewed | Count | In the period | |
| Redeemable reward clicks | Number of times a visitor clicked a redeemable reward to see details | Count | In the period | |
| Redeemable reward redeemed | Number of times a visitor clicked the Redeem button on a redeemable reward | Count | In the period |
Break down and filter these metrics by:
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Display solution | Type of widget or interaction interface | Gallery, Card, Program, API | All |
| Widget | The name of a specific widget | Your own items | All |
| Market | Storefront market the visitor was browsing when the event occurred | Your own items | All |
| Is trackable | Whether the visitor can be attributed to events (depends on tracking consent / cookies) | Yes, No | All |
| Profile | The visitor, when Cevoid knows who they are, such as a logged-in member | Your own items | All |
| Segment | Segments the visitor belongs to | Your own items | All |
| Profile label | Profile labels of the visitor | Your own items | All |
| Profile market | The market of the visitor's profile | Your own items | All |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All |
| Membership status | The visitor membership state at the time of the event | Member, Non-member | All |
| Redeemable reward status | Current activation status of a redeemable reward in the points shop | Live, Paused, Draft, Ended | All |
| Redeemable reward | An individual redeemable reward configured in the loyalty program | Your own items | All |
| Required points | The number of points required to redeem the redeemable reward | Point amounts | All (breakdown only, not a filter) |
| Reward type | High-level category of reward | Discount code, Badge, Custom | All |
| Discount code type | Sub-type for discount-code rewards (only applies when reward_type = Discount code) | Amount off, Percentage off, Free shipping, Free product | All |
Rewards
Every reward members receive, from activities, tiers, purchase incentives, and the points shop, and how discount codes are used. See Available rewards.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Total rewards | Total number of rewards issued to members. When future dates are selected, the metric also projects known reward expirations. | Count | Running total | |
| Receivers | Number of unique members who received a reward | Count | In the period | |
| Receivers (lifetime) | Number of unique members who have ever received a reward, cumulative through end of period | Count | Lifetime, unique | |
| Reward movements | Net change in active rewards. When future dates are selected, the metric also projects known reward expirations. | Count | In the period | |
| Receive rate | Percentage of members who have received at least one reward | Percentage | Calculated | |
| Rewards issued per member | Average number of rewards issued per receiving member | Ratio | Calculated | |
| Discount code usage rate | Percentage of issued discount codes that were eventually used | Percentage | Calculated | |
| Discount code expiration rate | Percentage of issued discount codes that eventually expired unused | Percentage | Calculated |
Breakdowns and filters for rewards
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The member | Your own items | All except Receive rate, Rewards issued per member |
| Segment | Segments the member belongs to | Your own items | All |
| Profile label | Profile labels of the member | Your own items | All |
| Profile market | The market of the member's profile | Your own items | All |
| Member's tier | The tier the member was in at the time, not necessarily their tier today | Your own items | All |
| Reward | An individual reward given to a member | Your own items | All |
| Reward type | High-level category of reward | Discount code, Badge, Custom | All |
| Discount code type | Sub-type for discount-code rewards (only applies when reward_type = Discount code) | Amount off, Percentage off, Free shipping, Free product | All |
| Reward status | Current lifecycle status of a reward | Issued, Used, Expired | Total rewards |
| Reward source type | The kind of source that produced the reward | Points shop, Challenge, Single-task activity, Tier, Purchase incentive, Manual | All |
| Reward source name | Name of the specific source entity that produced the reward (e.g. activity name, tier name, redeemable reward name) | Your own items | All |
| Has expiration date | Whether the reward has an expiration date | No, Yes | All |
| Reward movement type | Type of reward lifecycle movement (Issued = +1, Used = -1, Expired = -1) | Issued, Used, Expired | Reward movements |
Program widgets
How often your loyalty program widgets load and how often visitors see them. These widget metrics cover galleries and cards too: filter Module to Loyalty to see only program widgets. For how visitors use the activities and rewards inside the widgets, see Activities in program widgets and Points shop in program widgets.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Widget loads | Number of times a widget was loaded | Count | In the period | |
| Widget reach | Number of unique visitors who viewed the widget | Count | In the period | |
| Widget display rate | Percentage of visitors who viewed the widget after it loaded | Percentage | Calculated | |
| Widget impressions | Number of times a widget was viewed | Count | In the period |
Sales from members
Compare how members and other customers buy. These sales metrics and breakdowns need order data.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Order membership rate | Percentage of orders placed by loyalty program members | Percentage | Calculated | Order data |
Any sales metric, such as Orders or Average order value, can be broken down by:
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Is member at order | Whether the customer was a member of the loyalty program at the time of the order | Non-member, Member | All |
| Is program attributed | Whether the order used a program-generated discount code | No, Yes | All |
| Member tier at order | The tier the member was on at the time of the order. For orders placed by non-members, this shows "not_member" so member-tier and non-member orders can be compared. | Your own items | All |
For example, Average order value by Is member at order compares members with other customers, and Orders by Is program attributed shows how many orders used a discount code from your program. All sales metrics are in Sales analytics.