> For the complete documentation index, see [llms.txt](https://docs.roadmap.so/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.roadmap.so/loyalty-and-rewards/loyalty-analytics.md).

# Loyalty analytics

Read the Loyalty Analytics dashboard: business growth, performance benchmarks, points activity, tier analysis, referrals, and product insights, with every metric explained.

Loyalty Analytics shows what your program is actually doing for the business: the revenue it drives, how members compare to non-members, where points flow, and which tiers, referrers, and products pull their weight.

### Controls

Every view shares the same controls:

* **Date range** with a comparison period (for example, *Last 30 days vs the previous 30*). Trend chips on each metric show the change against the comparison period.
* **Filters**: tiers, sources, members, and markets.
* **Export Data** to take the numbers elsewhere.

Four tabs organise the dashboard: **Overview**, **Tier Analysis**, **Referrals**, and **Products**.

### Overview: Business Growth

<figure><img src="https://393112916-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FJ8asLD4FVCFagK40xEr4%2Fuploads%2FdrZsDYXreEtZwpolCI9I%2FScreenshot%202026-09-03%20at%203.15.33%E2%80%AFPM.png?alt=media&amp;token=a5fe922c-9301-42a4-b8c8-cda5aae388ba" alt=""><figcaption></figcaption></figure>

The headline cards show what the program contributes:

* **Loyalty-driven revenue**: sales from orders that used a Roadmap loyalty discount.
* **Member CLV**: customer lifetime value of loyalty members, with a comparison against non-members.
* **Member purchase frequency**: how often members order, versus non-members.
* **Member AOV**: members' average order value, versus non-members.

The member-versus-non-member chips on these cards are the fastest way to show stakeholders the program working: members who spend more, more often, at higher order values.

### Overview: Performance Benchmarks

Four rates assess program health at a glance:

* **Redemption rate**: points redeemed as a share of points earned. Low numbers mean points are piling up unspent; redemption is where loyalty actually changes behaviour, so a healthy rate matters more than a big points balance.
* **Order earning rate**: the share of all orders that earned points. If this is unexpectedly low, check your [earning rules](/loyalty-and-rewards/points-and-ways-to-earn/award-points-for-placing-an-order.md) for over-tight eligibility.
* **Reward usage rate**: the share of generated reward codes that end up used on an order.
* **Membership rate**: member-placed orders as a share of all orders.

### Overview: Customer Segments

A comparison table across three cuts: **Members vs non-members**, **Redeemers vs non-redeemers**, and **Non-members vs members**, each showing total customers, average spend, purchase frequency, and AOV with percentage deltas. The redeemers row answers a question merchants often ask: whether customers who redeem points are more valuable than those who only earn.

### Overview: Points Activity

<figure><img src="https://393112916-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FJ8asLD4FVCFagK40xEr4%2Fuploads%2FVJe0nHza0oLJkz0akP3o%2FScreenshot%202026-09-03%20at%203.15.45%E2%80%AFPM.png?alt=media&amp;token=9f4fa4a2-61a1-47f5-8f4b-9b45db704e4a" alt=""><figcaption></figcaption></figure>

* **Points earned** and **Points redeemed** for the period.
* **Outstanding points**: the total unredeemed points in the system, with their dollar **value**. This is your program's liability figure, worth watching alongside redemption rate.
* **Discounts issued**: the financial value of loyalty discounts issued over the period.

Below the cards:

* **Top ways customers earn**: points earned by activity type (Place an Order, Customer Tag, Account Signup, Leave a Review), each with its transaction count.
* **Top ways customers redeem**: total redemptions by reward type.
* **Reward Codes Overview**: **Total Value Saved** across redemptions and the **Avg Discount** per redemption, plus a **Rewards Breakdown** table showing each reward's source type, reward type, discount value, amount used, and total value.

### Tier Analysis

**VIP Segments** breaks performance down per tier, based on members who ordered in the period: total customers (and share of the member base), total revenue (and share of the total), average spend, purchase frequency, and AOV, each compared against your base tier.

This is the table for tuning your ladder. A top tier that outperforms the base on every column is earning its benefits; a tier that doesn't may need its [milestone threshold](/loyalty-and-rewards/membership-tiers-and-referrals/loyalty-tiers.md) or perks revisited.

<figure><img src="https://393112916-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FJ8asLD4FVCFagK40xEr4%2Fuploads%2Fm4JkcewU9OerXP3SCvTM%2FScreenshot%202026-09-03%20at%203.16.29%E2%80%AFPM.png?alt=media&amp;token=5f44767c-4b7c-4a27-bd80-2b7b384611b7" alt=""><figcaption></figcaption></figure>

### Referrals

* **Referral Performance**: referral revenue, referral conversion rate, new referred customers, and active referrers for the selected period.
* **Top Referrers**: a lifetime table of your best advocates, with successful referrals, the total order value they generated, and the points they earned. This is a ready-made VIP list: your top referrers are strong candidates for a [tag-based tier](/loyalty-and-rewards/membership-tiers-and-referrals/tag-based-membership-tiers.md) or a personal thank-you.

<figure><img src="https://393112916-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FJ8asLD4FVCFagK40xEr4%2Fuploads%2FQug71pJ4DXY0p0NMfJoV%2FScreenshot%202026-09-03%20at%203.38.03%E2%80%AFPM.png?alt=media&amp;token=10b4d1e0-a3da-4952-8dc7-d3a1405d8d52" alt=""><figcaption></figcaption></figure>

### Products

* **Top Products by Loyalty Revenue**: products purchased most often in orders where points were redeemed.
* **Top Products Earning Points**: products driving the most point-earning purchases by members, with units sold, revenue, and member orders.
* **Member vs Non-Member Purchases**: top products by revenue for members and non-members side by side. Differences here reveal what your loyal customers actually come back for, which is useful for choosing [product redemption](/loyalty-and-rewards/points-and-ways-to-earn/set-up-product-redemption.md) rewards and tier gifts.

<figure><img src="https://393112916-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FJ8asLD4FVCFagK40xEr4%2Fuploads%2F9jrThpzoWB7kn7ET9bBL%2FScreenshot%202026-09-03%20at%203.57.33%E2%80%AFPM.png?alt=media&amp;token=d7852131-7c0b-435d-a681-f1403849208b" alt=""><figcaption></figcaption></figure>

### Related guides

* [Ways to earn points: overview](/loyalty-and-rewards/points-and-ways-to-earn/ways-to-earn-points-overview.md)
* [Ways to redeem points: overview](/loyalty-and-rewards/points-and-ways-to-earn/ways-to-redeem-points-overview.md)
* [Loyalty Tiers](/loyalty-and-rewards/membership-tiers-and-referrals/loyalty-tiers.md)
* [Manage referrals](/loyalty-and-rewards/membership-tiers-and-referrals/manage-referrals.md)


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