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 reports
Headline metrics
Metric | Description |
Enrolled member revenue | Total value of purchases (less refunds) from enrolled members (from program start date onwards). |
Enrolled member AOV | Otherwise known as average order value. Calculated by dividing enrolled member revenue by the total number of enrolled member orders, since program start date. |
Average enrolled member orders | Otherwise known as purchase frequency. Calculated by dividing total orders from enrolled members, since program start date, by the number of unique enrolled members. |
Total coupon value used | Total value of coupons used on purchases, by members, since program start date. This does not include store credits. |
Time-bound metrics
Metric | Description |
Member revenue | This chart displays revenue from enrolled members across a selected period. Results are grouped by days, weeks or months.
You can hide member revenue, coupon costs and net return (the difference between member revenue and coupon costs), by deselecting the relevant data series in the chart. |
Average order value (AOV) | This chart displays average order value for enrolled versus non-enrolled (pending) members across a selected period. Results are grouped by days, weeks or months.
You can hide average order value of enrolled members or non-enrolled members, by deselecting the relevant data series in the chart. |
Repeat purchases | This chart shows the number of enrolled and non-enrolled (pending) members that made at least one purchase, who would then go onto make repeat purchases, within the selected period.
The chart can be viewed in real values or as percentages of members with at least 1 purchase. |
Total orders | This chart displays total orders by enrolled and non-enrolled (pending) members, across 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 hide enrolled and non-enrolled (pending) member values, by deselecting the relevant data series in the chart. |
Member reports
Headline metrics
Metric | Description |
Total enrolled members | All-time number of members that have opted-in to your loyalty program. |
Total pending members | All-time number of members that are known to Okendo Loyalty (likely due to actions that earned them points), that HAVE NOT opted-in to your loyalty program. |
Overall enrolment rate | Enrolled members as a percentage of enrolled and non-enrolled (pending) members, all-time. |
Overall redemption rate | Enrolled members who have redeemed a coupon or a store credit, as a percentage of total enrolled members, all-time. |
Time-bound metrics
Metric | Description |
Member journey | This chart displays a funnel for the selected period, where bottlenecks can be identified in your loyalty program. Ideally, you would like to see as many members using loyalty rewards on orders, as possible. |
Redemption rate | This chart displays members who redeemed a reward (coupon or store credit), as a percentage of eligible members (ie. they have enough points to redeem a reward), across a selected period. Results are grouped by days, weeks or months. |
Total members | This chart displays enrolled vs non-enrolled (pending) count, across a selected period. Results are grouped by days, weeks or months.
You can hide enrolled or non-enrolled (pending) members, by deselecting the relevant data series in the chart. |
Enrolment rate | This chart tracks enrolment rate across a selected period. Results are grouped by days, weeks or months. |
Participation rate | This chart tracks enrolled members who interacted with the program (ie earned points, redeemed points for coupons or store credits or used coupons on purchases) as a percentage of total enrolled members, across a selected period. |
Points reports
Headline metrics
Metric | Description |
Points awarded | All-time number of points earned by enrolled and non-enrolled (pending) members. Includes points allocated through program backdating. |
Unredeemed points | All-time number of points earned, but not converted into coupons or store credits, by enrolled and non-enrolled (pending) members. |
Unredeemed points per member | Number of unredeemed points per member (enrolled and non-enrolled), all-time. |
Breakage rate | Total unredeemed points as a percentage of points awarded, all-time. A high breakage rate indicates a lack of awareness or interest in rewards. |
Time-bound metrics
Metric | Description |
Points | This chart displays points earned and redeemed by enrolled members, across a selected period. Results are grouped by days, weeks or months.
You can hide points earned or points redeemed, by deselecting the relevant data series in the chart. |
Earning by rule | This chart displays a breakdown of earn rules, for a selected period. Results can be tallied by earn rule count or by total points issued, per earn rule.
You can view results by bar chart or pie chart. |
Points redemption rate | This chart displays total points redeemed (on coupons and store credits), as a percentage of total points earned, across a selected period.
Results are grouped by days, weeks or months. |
Total unredeemed points | This chart displays total unredeemed points by members (enrolled) across 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. |
Redemptions reports
Headline metrics
Metric | Description |
Estimated unused coupon value | Total value of all coupons redeemed, but not used, all-time. Includes estimated values of percentage discounts and free shipping coupons. |
Redeemed store credit value | Total value of store credits redeemed, all-time. |
Coupon usage rate | Total number of coupons used as a percentage of coupons redeemed, all-time. |
Points redemption rate | Displays total points redeemed (on coupons or store credits) as a percentage of total points earned, all-time. |
Enrolled member redemption rate | Enrolled members who redeemed a coupon or store credit, as a percentage of total members, all-time. |
Time-bound metrics
Metric | Description |
Coupons | This chart displays coupons redeemed versus coupons used, across a selected period. Results are grouped by days, weeks or months and tallied by coupon count or by coupon values.
You can hide coupons redeemed or coupons used, by deselecting the relevant data series in the chart. |
Redeemed store credit | This chart displays store credits redeemed, across a selected period. Results are grouped by days, weeks or months and tallied by store credit redemption count or by store credit values. |
Redemptions by rule | This chart displays a breakdown of rewards (coupons and store credits) by redemption rule, for a selected period. Results can be tallied by redemption rule count or by total points per redemption rule. You can view results by bar chart or pie chart. |
Coupon usage rate | This chart displays coupons usage rate, across a selected period. Results are grouped by days, weeks or months. |
VIP tier reporting
Headline metrics
Metric | Description |
Total members (by tier) | All-time total enrolled members, in total and split our per tier, all-time. |
Total member revenue (by tier) | All-time total revenue (less refunds) from enrolled members, in total and split out per tier. |
Average member order value (by tier) | All-time average order value for enrolled members, in total and split our per tier. |
Average orders per member (by tier) | All-time average orders for enrolled members, in total and split our per tier. |
Time-bound metrics
Metric | Description |
Total member revenue (by tier) - trend | This chart tracks total revenue per tier, across a 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).
Results are grouped by days, weeks or months. You can hide VIP tiers, by deselecting the relevant data series in the chart. |
Participation rate (by tier) - trend | This chart tracks participation rate by tier, across a selected period. Actions are attributed to the member's tier, at the time the action took place.
Results are grouped by days, weeks or months. You can hide VIP tiers, by deselecting the relevant data series in the chart. |
Average orders per member (by tier) - trend | This chart tracks average orders per member by tier, across a selected period. Orders and members are attributed to a tier at the time the order was placed.
Results are grouped by days, weeks or months. You can hide VIP tiers, by deselecting the relevant data series in the chart. |
Average order value (by tier) - trend | Tracks average order value by tier, across a selected period. Orders and their value are attributed to a tier at the time the order was placed.
Results are grouped by days, weeks or months. You can hide VIP tiers, by deselecting the relevant data series in the chart. |
Tier movement | This visualistion 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) | This chart displays the total number of times an earn rule was used, 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.
Results can be tallied by earn rule count or by total points issued, per earn rule. |
Redemptions by rule (per tier) | This chart displays the total number of times a redemption rule was used 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.
Results can be tallied by redemption rule count or by total points per redemption rule. |
If you have any specific questions or need further assistance, feel free to reach out to our support team.