Loyalty Analytics 2.0
Loyalty Analytics 2.0
Loyalty Analytics gives you a comprehensive view of how your loyalty program is performing, how members engage with your program, and how loyalty activity translates into customer value and revenue.
Use Loyalty Analytics to understand program growth, member behavior, reward performance, tier engagement, earning activity, and the performance of your loyalty emails.
To access these reports, navigate to Loyalty > Analytics (Beta).
You can adjust the reporting period using the date selector at the top of the page. Where available, you can also export report data for additional analysis.
Loyalty Analytics is organized into the following reports:
- General
- Members
- Offer Effectiveness
- Incrementality
- Member Tiers
- Earning Events
- Email Metrics
General
The General report provides a high-level view of the health of your loyalty program, including membership, revenue, points activity, redemption behavior, and outstanding points liability.
Program Overview
The Program Overview includes:
Loyalty Program Opt-ins
The total number of customers who have opted into your loyalty program.
Loyalty Opt-outs
The total number of customers who have opted out of the loyalty program.
Active Loyalty Members
The number of loyalty members considered active during the reporting period.
Program Revenue
Revenue generated by loyalty members during the selected reporting period.
Where applicable, use the All, Online, and POS controls to view revenue across all channels or isolate online and point-of-sale purchases.
Points & Rewards
Use this section to understand how members are earning and using loyalty points.
Reward Redemption Rate
The percentage of earned points that have been redeemed.
Points Earned
The total number of loyalty points earned during the selected reporting period.
Points Redeemed
The total number of points redeemed by members.
Redeeming Members
The number of members who redeemed a reward during the reporting period.
Points Liability
Points Liability helps you understand the financial value associated with outstanding loyalty points.
The report includes:
Total Outstanding Liability
The dollar value of points that have been earned but have not yet been redeemed or expired.
Net Change vs. Prior Period
The change in outstanding points liability compared with the previous equivalent reporting period.
Breakage (Expired)
The value of loyalty points that expired during the reporting period without being redeemed.
Projected 12-month Liability
Projected loyalty liability based on the current points accrual trend.
Note: A point dollar value must be configured in your Loyalty settings before Friendbuy can calculate liability and other dollar-denominated points metrics. If a point value has not been configured, these metrics may display as $0.
Liability by Segment
This section breaks outstanding liability into:
- Redeeming Members
- Non-Redeeming Members
This can help you understand how much outstanding loyalty value belongs to customers who have historically redeemed rewards compared with customers who have not.
Member Segments
Member Segments compares customer value across key loyalty audiences:
- Non-members
- All members
- Redeeming members
- Non-redeeming members
For each segment, you can review metrics such as Customer Lifetime Value and the number of customers in the segment.
Use the Member Metrics view for additional member-level performance metrics.
Members
The Members report helps you understand the value and purchasing behavior of your loyalty members.
Customer Lifetime Value
Customer Lifetime Value (LTV) represents the average total lifetime spend of loyalty members.
Use this metric to understand the long-term value of customers participating in your loyalty program.
Average Order Value
Average Order Value (AOV) shows the average value of purchases made by loyalty members.
Repeat Purchase Rate
Repeat Purchase Rate measures the percentage of members who make more than one purchase within the applicable measurement period.
This can help you evaluate whether loyalty members are returning to purchase again.
Time to 2nd Purchase
Time to 2nd Purchase shows the average amount of time between a member's first and second purchases.
A shorter time to second purchase can indicate stronger repeat-purchase behavior.
Purchasing Members
Purchasing Members shows the number of loyalty members who made a purchase, along with their associated AOV.
Comparing members and non-members
Where available, enable Compare with Non-Members to compare loyalty member performance against customers who are not enrolled in your loyalty program.
This comparison can help you evaluate differences in customer value and purchasing behavior between loyalty members and non-members.
Offer Effectiveness
The Offer Effectiveness report shows how individual loyalty rewards perform after members claim them.
For each reward, you can view:
Rewards Claimed
The number of times the reward was claimed by members.
Redeemed in a Purchase
The number of claimed rewards that were subsequently used in a purchase.
Redeeming Members
The number of unique members who redeemed the reward.
Total Revenue
Revenue associated with purchases in which the reward was redeemed.
AOV
Average order value for purchases in which the reward was redeemed.
Use this report to identify which rewards are driving the strongest member participation and purchase activity.
Where applicable, use the All, Online, and POS controls to analyze reward performance across all purchases or by purchase channel.
You can also Export the report for further analysis.
Incrementality
The Incrementality report is designed to help you understand the incremental impact of your loyalty program by comparing the behavior and value of loyalty members with relevant comparison groups.
Use this report to evaluate whether loyalty participation is associated with improvements in metrics such as customer spend, purchasing behavior, and retention.
Because incrementality analysis relies on comparison data, results should be interpreted alongside your program configuration, customer populations, and selected reporting period.
Member Tiers
The Member Tiers report helps you understand the composition, movement, purchasing behavior, and loyalty activity of customers across your loyalty tiers.
Tier Overview
Member Composition
The Member Composition chart shows the percentage and number of members currently associated with each loyalty tier.
Use this view to quickly understand how your loyalty population is distributed across tiers.
Tier Movement
Tier Movement shows how members moved between tiers during the selected reporting period.
Examples include:
- New loyalty customer → Tier 1
- Tier 1 → Tier 2
- Tier 2 → Tier 3
For each movement, Friendbuy displays the number of members who made that transition during the selected period.
Key Metrics by Tier
Compare customer value and purchasing behavior across tiers using:
Lifetime Value (LTV)
Average lifetime customer value for members in the tier.
Average Order Value (AOV)
Average order value for members in the tier.
Repeat Purchase Rate
The percentage of members in the tier who make repeat purchases.
These metrics can help you determine whether customers in higher tiers demonstrate stronger purchasing behavior.
Purchases by Tier
The Member Purchases report breaks down:
- Purchases
- Revenue
- AOV
for each loyalty tier.
The Redeemed Purchases report shows purchases where a loyalty reward was redeemed, including:
- Purchases
- Revenue
- AOV
Activity by Tier
The Earning Events report shows loyalty activity for each tier, including:
- Earning events completed
- Points earned
- Points redeemed
The Rewards Activity report shows:
- Rewards claimed
- Rewards redeemed
- Redeeming members
These reports can help you understand how engagement changes as customers progress through your loyalty program.
Offer Effectiveness by Tier
Use Offer Effectiveness by Tier to understand how rewards perform among different loyalty tiers.
Select a specific tier or view All Tiers, then review:
- Rewards claimed
- Rewards redeemed in purchases
- Redeeming members
- Total revenue
- AOV
This can help identify which rewards resonate most strongly with different member groups.
Earning Events
The Earning Events report shows how members engage with the actions you've configured to award loyalty points.
Summary
At the top of the report, you'll see:
Total Earning Events
The total number of earning event completions during the selected reporting period.
Active Members
The number of members who completed earning events.
Total Points Earned
The total number of points awarded through earning events.
Earning Event Completions
The Earning Event Completions table breaks activity down by individual earning event.
For each event, you can see:
Completions
The number of times the earning event was completed.
Points Earned
The total number of points awarded through the earning event.
Examples of earning events may include:
- Making a purchase
- Uploading a receipt
- Opting into the loyalty program
- Completing other custom earning activities configured for your program
Use this report to identify which earning opportunities members engage with most frequently and which events are responsible for the greatest volume of points issuance.
Earning Event Trends
The Earning Event Completions chart shows earning activity over time.
Select All Earning Events to view total activity or choose an individual earning event to analyze its performance.
You can also Export earning event data for further analysis.
Email Metrics
The Email Metrics report helps you understand the performance of emails sent as part of your loyalty program.
Select an email type from the dropdown to analyze its performance.
Depending on your program configuration, available email types may include:
- Loyalty Reward Email
- Expiration Reminder
- Receipt Rejection
- Recharge Auto-Apply Failure
Email performance
For the selected email type, Friendbuy reports:
Emails Sent
The total number of emails sent during the reporting period.
Unique Opens
The number of unique recipients who opened the email.
Open Rate
The percentage of delivered emails opened by recipients.
Total Clicks
The total number of tracked link clicks.
Unique Clicks
The number of unique recipients who clicked a tracked link.
Click Rate
The percentage of recipients who clicked a tracked link.
Purchases
The number of purchases attributed to the selected email.
Conversion Rate
The percentage of recipients who completed an attributed purchase.
Loyalty Revenue
Revenue attributed to purchases generated from the selected loyalty email.
The performance chart lets you see how these metrics change throughout the selected reporting period.
Loyalty Reward Email redemptions
For Loyalty Reward Emails, Friendbuy also provides redemption-specific attribution metrics.
Total Email Redemptions
The number of loyalty reward redemptions attributed to the email.
Points Redeemed
The number of loyalty points associated with email-attributed redemptions.
Revenue Attributed
Revenue generated from purchases associated with email-attributed reward redemptions.
The Rewards Redeemed via Loyalty Reward Email section provides additional detail about which rewards were redeemed as a result of the email.
Using date ranges
Use the date selector at the top of Loyalty Analytics to change the reporting period.
Metrics throughout Analytics 2.0 update based on the selected date range where applicable.
When comparing results over time, use equivalent date ranges to make comparisons more meaningful.
Exporting analytics data
Reports that support exporting display an Export button.
Use Export when you want to perform additional analysis outside of Friendbuy, combine loyalty data with other business data, or share reporting with your broader team.
Understanding your Loyalty Analytics
Rather than evaluating individual metrics in isolation, use Loyalty Analytics to answer broader questions about your program, such as:
- Is my loyalty program growing?
- Are members purchasing more frequently or spending more?
- How valuable are loyalty members compared with non-members?
- Which rewards are actually driving purchases and revenue?
- Which earning events generate
