Getting Started
Your analytics dashboard is split into tabs in the sidebar. Which tabs you see depends on your plan and the features you have switched on:
Overview: A high-level view of how your loyalty program drives revenue, member engagement, and repeat purchases.
Loyalty: Detailed metrics on revenue, points activity, customer engagement, and order behaviour.
VIP Tiers: How customers are spread across tiers and how each tier performs.
Referrals: Your referral funnel, revenue, top advocates, and channel performance.
Memberships: Signups, cancellations, and recurring revenue from paid memberships. Shown if you're on an Enterprise plan with access to Memberships.
Wishlist: How customers use wishlists and which products are converting.
Saved for later: How shoppers save items from their cart and how many of those saves turn into sales. Shown if Saved for Later is enabled.
Accounts: Revenue driven by the storefront customer-account sidebar, which blocks are converting, and clicks on its advertisement, link and button blocks. Shown if the Account Sidebar is enabled on your store.
Wallet Pass: How many customers hold your wallet pass and the revenue from orders it influenced. Shown if Wallet Passes are enabled on your store.
Date Range and Comparison
The controls at the top of the page apply to every tab.
Click the date button to choose Today, Yesterday, This month, Last month, This year or Last year. Last opens more ranges (Last 7 days, Last 30 days, Last 90 days, Last 365 days, Last week, Last month, Last quarter, Last 12 months, Last year), Quarters lists recent completed quarters, and BFCM lists past Black Friday to Cyber Monday weekends. You can also pick your own start and end dates on the calendar. Click Apply to update the page. The page opens on the last 30 days.
Compare to: Choose Previous period (the same length of time immediately before your range) or Previous year (the same dates one year earlier). Figures that can be compared then show the percentage change, and several charts add the earlier period alongside. Choose No comparison to turn it off.
Analytics start on the day you installed Mage. The calendar does not go back further, and when a range reaches before that day the page shows Showing data since you installed Mage on followed by your install date.
Dates and chart days follow your store's timezone (the one set in Shopify), not the timezone of the device you are viewing from.
Overview Analytics
The Overview tab is your starting point. It pulls together the most important numbers from across the other tabs.
Loyalty & Referral Revenue
This section shows revenue that your loyalty program influenced or drove directly. It is not your total store revenue. It only counts orders tied to loyalty activity, such as reward redemptions, referrals, Mage Loyalty discount codes, and clicks on your loyalty emails.
Loyalty & Referral Revenue: The total revenue from orders attributed to your loyalty program in the selected period. An order can match more than one source (for example, an order with a loyalty discount placed by a past redeemer), but it is only counted once in this total.
Redeemer Repeat Purchase Revenue: Revenue from orders by customers who have ever redeemed a reward. Every order they place in the selected period is included.
Incentivized Revenue: Revenue from orders where the customer used a discount code issued by Mage Loyalty during the selected period.
Retention Revenue: Revenue from orders placed within 7 days of the customer clicking a link in one of your loyalty emails. It captures the repeat purchases your loyalty emails bring back.
Referral Revenue: Revenue from customers acquired through a referral link. Every order they place in the period counts, not just their first.
Member Engagement
How customers with a registered store account (members) compare with guest checkouts (non-members). Guests who earn in your program still count as non-members here. The same split is used for Member CLV and Member Purchase Frequency below, and for the Average Order Value Analysis chart on the Loyalty tab.
Member Orders: The number of orders placed in the period by customers with a registered account, shown next to the number placed by non-members. Cancelled orders are not counted.
Member AOV: The average order value for members, shown next to the non-member average. It uses the total paid per order, after discounts and refunds. The percentage beside it is how far the member average sits above or below the non-member average.
The chart shows average order value across the period, with one line for Members and one for Non-members.
Repeat Customers
Returning Customer Revenue: Revenue from customers who placed two or more orders within the period. Shown as both a chart and a total.
Returning Customer Rate: The percentage of all orders in the period placed by customers with two or more orders in the same period.
Member CLV: Average revenue per member over the trailing 12 months, compared with non-members. CLV always uses a rolling 12-month window, not the date range you have selected.
Member Purchase Frequency: Average orders per member per year over the trailing 12 months, compared with non-members.
Member CLV and Member Purchase Frequency always cover the last 12 months. They do not change when you switch the date range.
Loyalty Analytics
Revenue Performance
Revenue that the loyalty program drove.
Loyalty Attributed Revenue: Total revenue from orders attributed to your loyalty program. It is the same figure shown on the Overview tab.
Loyalty Attribution Rate: Loyalty Attributed Revenue as a percentage of total store revenue.
Loyalty Revenue Over Time: A stacked chart showing the four attribution sources (incentivised, referral, redeemer repeat, and retention) over time.
Points Analytics
Track how members earn and spend their loyalty points.
Outstanding Points Balance: Total approved points sitting in customer accounts right now, across the whole program. Points from points drops and the balances of customers you have excluded from the program are left out. This is not filtered by the date range. It is a useful indicator of future reward liability.
Points Earned: Points earned by members during the selected period. Includes pending points awaiting approval; excludes rules that were rejected and points given through points drops.
Points Redeemed: Points spent by members on rewards during the selected period, not counting points that came from points drops.
Points Expired: Points that expired unused during the selected period, not counting expired points from points drops. Shown if points expiry is switched on, or if any points expired in the period.
Redemption Rate: The percentage of points earned in the period that were also redeemed in the period. A healthy program shows a steady redemption rate.
Points Activity Over Time: A dual-line chart showing points earned and points redeemed for each time bucket. Compare the two lines to spot whether earning or redeeming is outpacing the other. When Points Expired is shown, the chart adds a third line for it.
Points Expiry Forecast: A bar chart of the points currently scheduled to expire, from today through your points expiry window, not counting points drops. It always looks forward and does not follow the date range. Shown together with Points Expired.
If your program runs on store credit, this section is called Store Credit Analytics and its figures are shown as money: Outstanding Store Credit, Store Credit Issued, Store Credit Redeemed, Store Credit Expired, Store Credit Activity Over Time and Store Credit Expiry Forecast. They are counted the same way, leaving out store credit drops.
Customer Analytics
Total Customers: The total number of loyalty members who joined on or before the end of the selected period.
Program Members Added: New customers who joined the loyalty program during the period.
Active Members: Members who earned points or redeemed a reward during the period. The best measure of real engagement.
Redeeming Members Added: New members who joined AND redeemed at least one reward, both within the period. A strong signal that your program is converting sign-ups into engaged customers quickly.
Members Added Over Time: New member sign-ups bucketed across the period.
Redeeming Members Added Over Time: New members who also redeemed in the period, bucketed by their join date.
Program Analytics
See which rewards and earning activities are resonating.
Rewards Redeemed: The total number of rewards claimed during the period.
Activities Completed: The total number of point-earning activities completed by members in the period.
Rewards Claimed by Type: A stacked bar chart grouping reward claims by reward type (fixed amount, percentage off, free shipping, free product). Each bar is split into Used (redeemed at checkout) and Unused (issued but not redeemed). Useful for spotting rewards that customers claim but do not actually use.
Activities Completed by Type: A bar chart showing which earning rules are driving the most engagement (purchase, sign-up, birthday, social follow, leave a review, etc.).
Order Analytics
Compare member purchasing behaviour to non-members.
Average Order Value Analysis: Member AOV vs non-member AOV per time bucket.
Repeat Purchase Rate: The percentage of loyalty members who made two or more purchases during the period.
Avg Purchase Frequency: The average number of orders per active member in the period.
VIP Tiers Analytics
If you have VIP tiers set up, this tab shows how the tiered program is performing.
Customer Tier Distribution
Per-Tier Cards: One card per tier (and a "No Tier" card if you have unassigned customers), showing how many customers are currently in each, with the percentage of total members each tier represents.
Customers in Tiers: A bar chart of the same distribution. Ideally you want to see customers progressing upward over time.
VIP Tier Entries
Tier Entries Over Time: A stacked chart showing customers entering each tier during the period. Each tier has its own colour-coded series. This counts transitions into a tier, not lifetime tier membership.
Order Analytics by Tier
Revenue by Tier: Total revenue per tier, including refunds netted out.
Average Order Value by Tier: How much customers spend per order, broken out by tier.
Repeat Purchase Rate by Tier: The percentage of customers in each tier who placed two or more purchases. Higher tiers should show stronger loyalty.
Purchase Frequency by Tier: Orders per customer in each tier. Validates whether tier benefits are driving repeat visits.
Tip - If your highest tier is not outperforming lower tiers on these metrics, consider revisiting your tier benefits to make them more compelling.
Referrals Analytics
Track your referral program's performance from link share through to completed purchase.
Referral Revenue Performance
Total Referral Revenue: Combined revenue from orders by referred friends and from advocates redeeming the reward code they earned. Orders are deduped so a single order matching multiple referral relationships only counts once.
Friend Revenue: Every order placed by referred friends in the period, plus the order count. Each subsequent purchase by a referred friend continues to count, not just their first.
Advocate Revenue: Revenue from orders where an advocate used the reward code they earned for a successful referral.
Referral Revenue Over Time: A single chart with two lines, one for friend revenue and one for advocate revenue, so you can compare both sides of the program across the period.
Referral Funnel
The funnel from sharing to purchasing.
Referral Traffic: Total clicks on referral links plus campaign share events. Campaign shares are scoped to the period; clicks on the basic referral widget are reported as a lifetime total.
Claimed Referrals: Referrals where the friend signed up and received a discount code in the period.
Completed Referrals: Referrals that resulted in a friend purchase in the period.
Blocked Referrals: Attempts blocked by fraud prevention. If any are blocked, you will see a breakdown of the reasons (self-referral, advocate self-claim, same IP, same device, existing customer, etc.).
Performance Rates
Claim Rate: The percentage of referral link clicks that resulted in a claimed discount.
Conversion Rate: The percentage of claimed referrals that resulted in a completed purchase.
Acquisition Performance
New Customers Acquired: Distinct first-time customers who purchased through a referral.
Friend Discounts Issued: Total discount codes created for referred friends.
Advocate Rewards Issued: Total reward codes given to advocates for successful referrals.
Referral Channels
A single chart comparing, for each channel, how often referral links are shared against how many conversions that channel actually drove. Each channel shows two bars side by side: one for shares and one for conversions. This makes it easy to see which platforms convert best, not just which get the most shares. Channels include X / Twitter, Facebook, WhatsApp, Email, SMS, Copy Link, and Direct Link.
Top Advocates
A table of your most successful referrers with name, email, number of referrals, and revenue generated.
Tip - Use this to identify your best advocates and consider rewarding them with extra perks or VIP status.
Memberships Analytics
If you offer paid memberships, this tab shows how your membership program is performing. It only appears when memberships are available on your plan.
Membership Overview
Active Members: The number of members with an active membership right now.
New Signups: Members who joined during the selected period.
Cancellations: Memberships cancelled during the period.
Paused Members: Members who currently have their membership paused.
Financial Metrics
Monthly Recurring Revenue: The recurring revenue from your active members, based on each member's tier price.
Churn Rate: The percentage of members who cancelled during the period.
Membership Revenue Over Time: A chart of revenue from membership charges (both signups and renewals) across the period.
Membership Tier Distribution
Cards and a "Members by Tier" bar chart showing how many members are in each membership tier, with each tier's monthly price.
Activity Over Time
Two charts side by side, one for signups and one for cancellations, so you can see at a glance whether your membership base is growing or shrinking.
Top Members by Subscription Spend
A table of your highest-spending members, with their status and total membership revenue.
Wishlist Analytics
How customers use wishlists and which products are most loved.
Wishlist Overview
Wishlist Users: Distinct customers who added at least one item to their wishlist in the period.
Items Wishlisted: Total wishlist add events in the period.
Conversions: Wishlisted items that were later purchased.
Wishlist Revenue: Revenue attributed to wishlist conversions. This uses the value of the wishlisted product on the order, not the full basket total.
Wishlist Activity Over Time: A bar chart of wishlist additions per time bucket.
Top Products
A table of the most wishlisted products, showing product image, times wishlisted, conversions, and revenue. You can rank the table by number of wishlists or by revenue.
Out of Stock Wishlisted
The most wishlisted products that are currently out of stock. Useful for prioritising restocks based on real demand signals.
Product Type Breakdown
A bar chart grouping wishlist additions by product type, so you can see which categories are driving wishlist activity.
Saved for Later Analytics
Saved for Later lets shoppers keep items they are not ready to buy yet. When a shopper removes an item from their cart, they can be prompted to save it for later instead, and the item is kept in their account so they can come back to it. It works alongside Wishlists but is tracked separately, so the same product can sit on both lists and each is counted in its own tab. This tab appears when Saved for Later is enabled (Growth plan and above).
Saved for Later Overview
Saved for Later Users: Distinct customers who saved at least one item during the period.
Items Saved: The total number of save events in the period.
Conversions: Saved items that were later purchased.
Saved for Later Revenue: Revenue attributed to saved-item conversions. This uses the value of the saved product on the order, not the full basket total.
Saved for Later Activity Over Time: A bar chart of saves per time bucket.
Top Products
A table of the products customers save most, showing the product image, how many times it was saved, conversions, and revenue. You can rank the table by number of saves or by revenue, so you can spot both the most-saved products and the ones quietly driving the most sales.
Out of Stock Saved
The saved products that are currently out of stock. A useful, demand-based signal for what to restock first.
Product Type Breakdown
A bar chart grouping saves by product type, so you can see which categories shoppers are saving the most.
Account Sidebar Analytics
The Accounts tab shows revenue and engagement driven by the customer-account sidebar widget on your storefront.
Sidebar Performance
Sidebar Revenue: Revenue from orders placed within 7 days of a click on a product in the sidebar. It counts the value of the clicked product on the order, not the full order total.
Conversion Events: One for each product on an order that is attributed to the sidebar. A single click can lead to more than one event when the customer buys the same product on more than one order.
Sidebar Clicks: Total clicks on sidebar product blocks in the period.
Sidebar Revenue Over Time: A chart of attributed revenue across the period.
Top Products from Sidebar
Top 10 products by sidebar-attributed revenue, with revenue and sales counts.
Revenue by Block
A table showing performance for each sidebar block type (Recently Viewed, Featured Products, Product Recommendations, Saved from Cart). Columns:
Clicks: Total clicks on the block.
Converting Clicks: Distinct clicks that led to at least one conversion.
Conversion Events: Total order-line attributions from the block.
Revenue: Total attributed revenue.
CVR: Conversion rate (converting clicks divided by clicks).
Engagement Clicks
Clicks on the sidebar's Advertisement, Custom Link and Call to Action button blocks in the period. These blocks carry no product, so they have no revenue.
Advertisement clicks: Clicks on Advertisement blocks.
Custom link clicks: Clicks on Custom Link blocks.
CTA button clicks: Clicks on Call to Action button blocks.
Logged in and Logged out: How many of those clicks came from shoppers signed in to their store account, and how many from signed-out visitors.
A table underneath lists each advertisement, link and button with its label, destination, clicks, and the logged in and logged out split. A Removed badge marks one that is no longer in your sidebar.
Wallet Pass Analytics
How many customers hold your wallet pass, and the orders it influenced. This tab appears when Wallet Passes are enabled on your store.
Pass Holders
Active Pass Holders: Customers who have your pass installed right now, with the split between Apple and Google. This is not filtered by the date range.
Passes Added: Passes installed during the selected period.
Passes Removed: Passes removed, or with updates turned off, during the selected period.
Active Pass Holders Over Time: A chart of the running total of active pass holders across the period.
Pass-Driven Revenue
Net Pass Revenue: Revenue from orders attributed to the wallet pass: orders placed within 72 hours of the customer tapping a link on the back of the pass, orders from a referral that came through the pass QR code, and in-store orders placed after the pass was used at POS. Each order counts once.
Attributed Orders: The number of those orders in the selected period.
Still need help or cannot find the answers you are looking for? Reach out to the Mage Loyalty team through our live chat support.