Understanding and using Loyalty statistics
Loyalty statistics help you track the performance of your loyalty program directly within Splio. You can analyze key program metrics, such as member growth, point redemption, and rewards redemption, over a given period.
These dashboards allow CRM, marketing and loyalty teams to better understand program results and identify actions to take to improve member engagement .
1. Prerequisites
You have access to a Splio universe with the Loyalty module activated.
Some statistics depend on the quality and availability of the data transmitted to Splio
2. Consult the dashboards
Access the program from the Loyalty module.
Consult the dashboard for a summary view of the program's health.
Choose a time period: by default, the last 30 days are selected. You can also apply a custom period to analyze performance over a specific interval (campaign, sales promotion, seasonality, etc.). The selected period cannot exceed 365 days.
Refine the view by applying the loyalty status filter.
For a view on the performance of a rule, a dashboard is available in the statistics section of the rule in question.
For an overview of the performance of a reward, a dashboard is available in the statistics section of the reward in question.
3. Explanation of the metrics
Analyze the performance of the loyalty program
The program-level dashboard metrics allow you to understand program results from several angles: member evolution, point allocation and use, and the performance of all rewards and rules.
Program Membership Metrics
Metric | Calculation | Key points to remember |
|---|---|---|
Total members | Total number of members enrolled in the program. | This indicator reflects the size of the program. |
Adoption rate | (Total number of members ÷ number of contacts) × 100. | It measures the proportion of your contact database that is enrolled in the loyalty program. |
New members | Number of members enrolled in the program during the selected period. | It allows us to track the program's ability to recruit new members. |
Membership trends | Evolution of the total number of registered members over the selected period. | Use this metric to track the program's progress over time. |
Program evolution | Comparison between the evolution of program members and the evolution of the contact database. | It allows you to check if the program is progressing at the same pace as your contact database. |
Breakdown by status | (Number of members in a status ÷ total number of members) × 100, for each status. | The status used is the member's status during the selected period. |
Point usage metrics
Metric | Calculation | Key points to remember |
|---|---|---|
Points awarded | Sum of non-qualifying points awarded to members during the selected period. | The date taken into account is the date the points were awarded. |
Points debited | Total points debited during the selected period, whether used for a reward or deducted following a refund. | The date taken into account is the debit date, regardless of the initial allocation date. |
Expired points | Sum of points that expired during the selected period and were not used before expiry. | The points may have been awarded before the selected period. |
Point redemption rate | (Points awarded during the selected period which were subsequently used ÷ points awarded during the selected period) × 100. | This rate is not simply calculated as “points debited ÷ points awarded”. It tracks the use of awarded points during the period. Points deducted following a refund are not included in the calculation. |
Evolution of the points | Comparison of the evolution of points awarded, debited and expired over the selected period. | This view allows for the analysis of trends over time. |
Reward Usage Metrics
Metric | Calculation | Key points to remember |
|---|---|---|
Awards given | Total of the rewards awarded during the selected period. | The date taken into account is the date the award was granted. |
Rewards used | Total rewards used during the selected period. | The reward may have been awarded before the selected period. |
Expired rewards | Sum of rewards that expired during the selected period and were not used before expiration. | The reward may have been awarded before the selected period. |
Reward redemption rate | (Rewards awarded during the selected period that were subsequently used ÷ rewards awarded during the selected period) × 100. | This rate measures the proportion of rewards awarded during the selected period that are actually used. |
Average usage time | Average number of days between the award date and the use date, for rewards used during the period. | This metric helps to understand how quickly members use their rewards. |
Awards rankings | Ranking of rewards awarded during the selected period that were subsequently used, by redemption rate. | Use this ranking to identify the best-performing rewards. |
Evolution of rewards | Comparison of the evolution of rewards awarded, used and expired over the selected period. | This view allows you to track usage trends over time. |
Analyze the performance of a reward
Some statistics can be viewed at the level of a specific reward.
Metric | Calculation | Key points to remember |
|---|---|---|
Current stock available | Number of rewards still available. | This value reflects the current stock. It is not affected by the selected period. |
Cost of rewards used | Unit cost of the reward × number of rewards used during the selected period. | This metric applies to fixed-amount type rewards. |
Awards given | Total of the rewards awarded during the selected period. | It measures the volume of rewards distributed. |
Rewards used | Total rewards used during the selected period. | It measures actual usage by members. |
Expired rewards | Sum of rewards that expired during the selected period, regardless of their initial award date. | It helps to identify untapped benefits. |
Reward redemption rate | (Rewards awarded during the selected period that were subsequently used ÷ rewards awarded during the selected period) × 100. | This metric replaces tracking the non-use rate. |
Average usage time | Average number of days between awarding and use, for rewards used during the period. | It allows us to assess the immediate attractiveness of the reward. |
Analyze the performance of a rule
Some statistics can be viewed at the level of a specific loyalty rule.
Metric | Calculation | Key points to remember |
|---|---|---|
Total number of rule triggers | Total number of times the rule was triggered during the selected period. | The same member can trigger a rule multiple times. |
Unique members who triggered the rule | Number of distinct members who triggered the rule at least once during the selected period. | This indicator prevents counting the same member multiple times. |
Evolution of rule triggers | Evolution of the number of rule triggers over the selected period. | This view allows us to identify peaks or dips in activity. |
Qualifying points awarded | Sum of qualifying points awarded via this rule during the selected period. | Qualifying points can contribute to the evolution of a member's status. |
Non-qualifying points awarded | Sum of non-qualifying points awarded via this rule during the selected period. | Non-qualifying points are usable points but do not contribute to a change of status. |
Awards given | Sum of the rewards awarded through this rule during the selected period. | This metric measures the benefits distributed by the rule. |
Breakdown by status | (Members who triggered the rule in a status ÷ total members who triggered the rule) × 100, for each status. | The status used is the member's current status at the time of consultation. |
4. Best practices / tips
Pay attention to the date used in each calculation.
Not all metrics are based on the same date:
The points awarded use the date of allocation;
Points debited (used + refunded) use the debit date;
Expired points use the expiry date;
The awards given use the award date;
the rewards used use the date of use;
Expired rewards use the expiration date.
This explains why totals do not always add up directly over the same period.
Do not confuse redemption rate and volume used
The redemption rate measures the proportion of points or rewards awarded during a period that were subsequently used.
It should not be read as a simple ratio between the volume used and the volume allocated over the same period, because the dates taken into account may be different.
Choose a consistent time period
Select a period suitable for your analysis. For example:
a specific campaign;
an important trading period;
a quarter;
a period before/after program modification.
Avoid comparing periods that are too different, as results may be influenced by seasonality, campaigns, or changes in program rules.
Regularly monitor rarely used rewards
An underutilized reward can reveal several issues:
the reward is not attractive enough;
the terms of use are too restrictive;
Members do not see the reward;
Communication surrounding the reward is insufficient;
The reward does not meet members' expectations.
Use this information to adjust your customer loyalty strategy.
5. FAQ
Q: What does “adoption rate” mean?
A: The adoption rate indicates the proportion of contacts or customers who are members of the loyalty program. It helps measure the program’s penetration within your customer base.
Q: What does “redemption rate” mean?
A: The redemption rate measures the proportion of points or rewards awarded that are actually used by members. It allows us to assess the attractiveness and effectiveness of the benefits offered.
Q: Why doesn't the points redemption rate correspond to points debited ÷ points awarded?
A: The points redemption rate measures the proportion of points awarded during the selected period that were subsequently used.
Points debited are counted on their debit date. Therefore, they may include points awarded before the selected period. Furthermore, the point redemption rate only considers points used, not points refunded. This is why these two calculations can produce different results.
Q: Why doesn't the reward redemption rate always correspond to rewards used ÷ rewards awarded?
A: The reward redemption rate tracks the rewards awarded during the selected period and checks which ones were subsequently used.
The rewards used during the period may have been awarded before that period. Therefore, it is normal that the redemption rate does not always correspond to a simple ratio between rewards used and rewards awarded over the same period.
Q: Why doesn't the available stock of a reward change with the selected period?
A: The available stock corresponds to the number of rewards still available today. It reflects the current situation and is therefore not recalculated based on the selected period.
Q: How should we interpret the average time it takes to use a reward?
A: Average usage time indicates the average time, in days, between the awarding of a reward and its use.
A short delay may indicate that the reward is attractive or easy to use. A long delay may indicate that members are waiting before using it, that it lacks visibility, or that its terms of use are too restrictive.