Wallet Campaign Audience Definitions

Samantha Brown Updated by Samantha Brown

Wallet Campaign Audiences

Wallet campaign audiences let you target one-time campaigns to specific groups of pass holders based on their loyalty and referral activity.

Audience availability depends on the type of wallet pass you use:

  • Referral: All pass holders, Referral pass holders, and sharing audiences
  • Loyalty: All pass holders, Active pass holders, and Inactive pass holders
  • Combined Loyalty + Referral: All eight audiences

Available audiences

Audience

Who it includes

All pass holders

Everyone who currently holds one of your wallet passes, including loyalty, referral, and combined passes.

Active pass holders

Pass holders who recently earned a reward through an eligible action in your current loyalty program, such as making a purchase or completing an earning activity.

Inactive pass holders

Pass holders who aren't currently considered Active. This includes customers who have never been active, as well as customers who only have a referral pass and haven't joined your loyalty program. Guests aren't included.

Referral pass holders

Pass holders whose pass includes a referral link, including referral passes and combined loyalty and referral passes.

Active sharers

Pass holders who generated at least one counted share during your selected time period.

Shared, no conversions

Pass holders who have shared at least once but haven't generated a successful referral.

Never shared

Pass holders who haven't generated a counted share.

Top referrers

Pass holders who have generated at least a specified number of successful referrals. The default is 3, and you can set the threshold from 1 to 100.

A note about sharing audiences

Sharing audiences are based on all pass holders, not only Referral pass holders.

For example, if you use a combined loyalty and referral program, someone with a loyalty-only pass can still be included in a sharing audience. Because their pass doesn't contain a referral link, they'll typically fall into Never shared.

Setting your time window

Active pass holders, Inactive pass holders, and Active sharers use a configurable lookback period.

The default is 30 days, and you can select a period from 1 to 365 days.

The other audiences use current or all-time activity and aren't affected by this setting.

How pass holders are counted

Current pass holders

Audiences include people who currently have one of your passes in Apple Wallet or Google Wallet.

A pass that was issued but never added to a wallet isn't included. If someone removes a pass, they'll no longer be included once the removal is reported.

In some cases, Google may not report that a pass has been removed. Until that information is updated, the pass holder may continue to appear in your audience estimate but will be skipped when the campaign sends.

Each person is counted once

Each person appears only once in an audience, even if they:

  • Have passes in both Apple Wallet and Google Wallet
  • Have more than one of your wallet passes
Guests

A guest is someone who holds a referral pass but can't be matched to exactly one customer account using their email address. This can happen when no customer account exists for the email or when multiple accounts use the same email.

Guests can be included in:

  • All pass holders
  • Referral pass holders
  • Sharing audiences

Guests aren't included in Active pass holders or Inactive pass holders.

Referral passes without an email address, or whose associated referral data has been removed, aren't included in an audience.

What counts as Active?

A pass holder is considered Active when they earn a reward in your current loyalty program through their own eligible activity during the selected time period.

Examples include:

  • Making a qualifying purchase
  • Completing an eligible earning activity

The following don't count toward Active status:

  • Opt-in bonuses
  • Time-based rewards
  • Reward redemptions

If you don't have a loyalty program configured, there won't be any Active pass holders.

Anyone who isn't Active is considered Inactive, with the exception of guests.

Together, Active pass holders, Inactive pass holders, and guests make up your All pass holders audience.

What counts as a share?

Sharing audiences use the same sharing rules as the Channels dashboard.

A share counts when:

  • A friend opens a shared referral link
  • A referral is sent by email
  • A referral is sent through product sharing

Copying a link or sharing it by text doesn't count unless someone opens the link. Reminder emails also don't count as shares.

Shares across your campaigns can count toward a person's activity when they can be matched using their customer account or email.

For Active sharers, the share date is the date the share was created—not the date the recipient opened it.

What counts as a successful referral?

A successful referral occurs when a referred friend makes a purchase that your referral program determines is eligible for the advocate.

The referral counts even if the advocate hasn't reached a reward tier.

Successful referrals are counted across your referral and product-sharing campaigns using all-time activity. Influencer activity and friend rewards aren't included.

Pending referrals

Purchases that are still pending or delayed—for example, while going through a fraud review period—don't count as successful referrals until they're approved.

Because of this, someone may temporarily appear in Shared, no conversions even if their friend recently made a purchase.

Multiple rewards

Successful referrals are counted based on advocate rewards. If a campaign provides more than one advocate reward for a qualifying purchase, that purchase may contribute more than once to the referral count.

Refunded purchases remain included in the count.

How audiences can overlap

Some audiences are mutually exclusive, while others can overlap.

Active pass holders, Inactive pass holders, and guests together make up All pass holders. Every current pass holder falls into exactly one of these groups.

Never shared and Shared, no conversions don't overlap.

Active sharers and Top referrers can overlap with other sharing audiences. For example, someone can be a Top referrer based on their all-time activity but not be an Active sharer because they haven't shared during the selected time period.

Understanding audience estimates

When you build a campaign, the audience size shows the number of pass holders who currently meet the audience criteria.

Your estimated sends may be lower because they exclude people who can't receive the campaign due to:

  • Frequency caps
  • A conflicting campaign
  • Missing information required to personalize the message

Audience membership is finalized when you launch the campaign, not when you save the campaign as a draft.

Why audience counts may differ from expected

There are a few reasons an audience count may not immediately match what you expect:

Recent activity may take time to appear. New shares and successful referrals can take a short time to be reflected in audience counts.

Pending referrals aren't counted yet. If a referred purchase is still being reviewed or delayed, it won't count as a successful referral until it's approved.

Google Wallet removals may not be reported immediately. If Google doesn't report that someone removed a pass, they may temporarily remain in the audience estimate. They'll be skipped if the campaign can't be delivered to their pass.

Sharing data may be temporarily unavailable. If sharing activity can't be retrieved, you'll see an error when estimating sharing-based audiences rather than an estimated count.

One-time vs. triggered campaigns

Audiences apply to one-time wallet campaigns.

Triggered campaigns work differently: when a pass holder meets the campaign's trigger criteria, they can receive the campaign regardless of these audience definitions.

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