Okendo Loyalty provides comprehensive reporting, to give you a better picture of how your program is performing and how it is contributing to ROI. In this guide, we'll explore each area of our performance dashboard, what each metric means and why they may be important for your business.
In this article, you'll learn about:
Areas covered under Okendo Loyalty reporting
What each metric means and what to they are important to track
Finding performance reporting
You can find performance reporting under Loyalty > Performance.
In this section, you'll find reporting areas that cover:
Revenue: Broadly speaking, this area covers metrics that allow you evaluate the ROI of your loyalty program, since program launch and across select time periods.
Members: This area covers metrics that allow you to see how members are engaging with your loyalty program, since program launch and across select time periods.
Points: This area covers metrics that show how points are earned and redeemed, since program launch and across select time periods.
Coupons: This area covers metrics that show how coupons were redeemed and used, since program launch and across select time periods.
VIP tiers: This area covers the main program performance metrics, split by VIP tiers (where enabled).
Each reporting area is split into two parts:
Headline metrics: These are hero metrics, that give you a 'snapshot' of program health in a particular area; and
Time-bound metrics: Observe key metrics and how they change over a select period of time. Useful when evaluating changes to your loyalty program.
Time-bound metrics can be filtered by preset periods (30 days, 90 days, the past year (12 months) or all time) or you can specify your own date range.
💡 For VIP tier reports, you can also select which tiers to include in time-bound reporting. Up to 3 tiers are displayed by default, with additional tiers accessible by selecting 
.
Revenue reporting
Headline metrics
Metric | Description |
Total member revenue | Total value of purchases (less refunds) from members, generally from program start date onwards (does not include purchases between program backdate and program launch) |
Total coupon value used | Total value of coupons used on purchases, by members, since program start date. |
Average member order value | Otherwise known as average order value. Calculated by dividing total member revenue by the total number of orders by members, since program start date. A falling average member order value is a great opportunity for you to use loyalty programs to incentivize additional spending. |
Average member orders | Otherwise known as purchase frequency. Calculated by dividing total orders from members, since program start date, by the number of unique members. |
Time-bound metrics
Metric | Description |
Member revenue | Displays revenue from members within a selected period. Results are grouped by days, weeks or months.
You can view/hide member revenue, coupon costs and net return (the difference between member revenue and coupon costs), by selecting the relevant data series in the chart. |
Average order value (AOV) | Displays average order value from members (enrolled status) versus non-members (pending status) within a selected period. Results are grouped by days, weeks or months.
You can view/hide average order value of members (enrolled) and non-members (pending) from the chart, by selecting the relevant data series in the chart. |
Repeat purchases | Shows how many members (enrolled status) and non-members (pending status) that made one purchase within a selected period, went on to make other purchases, during the same period.
Can be viewed as real values or as percentages of members with at least 1 purchase. |
Total orders | Displays total orders by enrolled members within a selected period. Results are grouped by days, weeks or months and can be viewed as total order counts or total order values.
You can view/hide total order values of members (enrolled) and non-members (pending) from the chart. |
Member reporting
Headline metrics
Metric | Description |
Total enrolled members | Total number of members that have opted-in to your loyalty program. |
Total pending members | Total number of non-members that are known to Okendo Loyalty (likely due to actions that earned them points), that HAVE NOT opted-in to our loyalty program. |
Overall enrolment rate | Enrolled members as a percentage of enrolled plus pending members. |
Overall redemption rate | Enrolled members who have redeemed a coupon as a percentage of total enrolled members. |
Time-bound metrics
Metric | Description |
Member journey | Displays a funnel, where bottlenecks can be identified in the conversion process. Ideally, we would like to see as many members using loyalty rewards on future purchases, as possible. |
Member redemption rate | Displays members who redeemed a coupon as a percentage of members who could redeem a coupon, for a selected period. Results are grouped by days, weeks or months. |
Total members | Displays member (enrolled) vs non-member (pending) count, for a selected period. Results are grouped by days, weeks or months.
You can view/hide members (enrolled) and non-members (pending) counts from the chart, by selecting the relevant data series in the chart. |
Enrolment rate | Displays enrolment rate within a selected period. Results are grouped by days, weeks or months. |
Participation rate | Displays members who interacted with the program (ie earned points, redeemed points for coupons or used coupons on purchases) as a percentage of enrolled members. |
Points reporting
Headline metrics
Metric | Description |
Points awarded | Total number of points earned by all members (pending and enrolled status). Includes points allocated through program backdating. |
Unredeemed points | Total number of points earned, but not converted into coupons, by members (pending and enrolled). |
Unredeemed points per member | Number of unredeemed points per member (pending and enrolled). |
Breakage rate | Total unredeemed points as a percentage of points awarded. A high breakage rate indicates a lack of awareness or interest in rewards. |
Time-bound metrics
Metric | Description |
Points | Displays points earned and redeemed, for a selected period. Results are grouped by days, weeks or months.
You can view/hide members points earned or points redeemed from the chart, by selecting the relevant data series in the chart. |
Earning by rule | Displays a breakdown of points earned by earn rule. Results can be tallied by earn rule count or by total points per earn rule.
You can view results by bar chart or pie chart. |
Points redemption rate | Displays total points redeemed as a percentage of total points earned, for a selected period.
Results are grouped by days, weeks or months. |
Total unredeemed points | Displays total unredeemed points by members (enrolled) for a selected period.
Results are grouped by days, weeks or months and can be viewed as a cumulative points count or as a percentage of points awarded. |
Coupons reporting
Headline metrics
Metric | Description |
Estimated unused coupon value | Total value of all coupons redeemed, but not used. Includes estimated values of percentage discounts and free shipping coupons. |
Coupon usage rate | Total number of coupons used as a percentage of coupons redeemed. |
Points redemption rate | Displays total points redeemed as a percentage of total points earned. |
Member redemption rate | Members (enrolled) who redeem a coupon as a percentage of total members. |
Time-bound metrics
Metric | Description |
Coupons | Displays coupons redeemed against coupons used, for a selected period. Results are grouped by days, weeks or months and tallied by coupon count count or by coupon values.
You can view/hide coupons redeemed or coupons earned from the chart, by selecting the relevant data series in the chart. |
Redemptions by rule | Displays a breakdown of coupons by redemption rule, for a selected period. Results can be tallied by earn rule count or by total points per redemption rule. You can view results by bar chart or pie chart. |
Coupon usage rate | Displays coupons used as a percentage of coupons redeemed, for a selected period. Results are grouped by days, weeks or months. |
VIP tier reporting
Headline metrics
Metric | Description |
Total members (by tier) | Total enrolled members, in total and split our per tier. |
Total member revenue (by tier) | Total revenue (less refunds) from enrolled members, in total and split out per tier. |
Average member order value (by tier) | Average order value for enrolled members, in total and split our per tier. |
Average orders per member (by tier) | Average orders for enrolled members, in total and split our per tier. |
Time-bound metrics
Metric | Description |
Total member revenue (by tier) - trend | Tracks total revenue per tier, for the selected period. Revenue is attributed to the tier of an enrolled member, when the order was placed (so revenue is recognized correctly, even when enrolled members move between tiers). |
Participation rate (by tier) - trend | Tracks enrolled members by tier that earned points, redeemed a reward or used a coupon as a percentage of all enrolled members, for the selected period. Actions are attributed to the member's tier, at the time the action took place. |
Average orders per member (by tier) - trend | Tracks average orders per member by tier, for the selected period. Orders and members are attributed to a tier at the time the order was placed. |
Average order value (by tier) - trend | Tracks average order value by tier, for the selected period. Orders and their value are attributed to a tier at the time the order was placed. |
Tier movement | Tracks how many enrolled members each tier had at the start of the selected period, how many members entered and exited each tier during the period (either through members moving up to higher tiers or down to lower tiers) and how many enrolled members were left in each tier at the end of the period. Each tier also shows net increases or decreases to tier values |
Earning by rule (per tier) | Displays the total number of times an earn rule was discharged per tier, during the selected period. Earn rule count is attributed to each tier, by tracking a member's tier, at the time an earn rule was invoked. |
Redemptions by rule (per tier) | Displays the total number of times a redemption rule was discharged per tier, during the selected period. Redemption rule count is attributed to each tier, by tracking a member's tier, at the time of redemption. |
If you have any specific questions or need further assistance, feel free to reach out to our support team.