Dashboard Overview
The Rewards Performance Dashboard gives you a holistic view of how customers are redeeming rewards and how those redemptions impact your bottom line. With intuitive filters and dynamic charts, you can evaluate trends, compare periods, understand customer behavior, and identify opportunities to optimize your rewards program.
Whether you're reporting on results or looking for ways to grow redeemer revenue, the Rewards Performance Dashboard gives you the insights that matter.
Why use it?
Understand how much revenue is driven by redeemers
Measure the incremental revenue your reward program generates
View loyalty participation rate
Understand redeemer behavior
Compare performance across periods (e.g., year-over-year)
Analyze how rewards impact repeat purchases, order frequency, and order value
Make data-driven decisions about your rewards strategy
In this article, you’ll learn how to read and use the data in the Rewards Performance Dashboard.
Getting Started
The main goal of this dashboard is to visualize the contribution that redeemers make to your store revenue. To understand the data correctly, it’s important to first define who counts as a redeemer and how redeemers are identified.
What’s a Redeemer?
A redeemer is a customer who:
Made a purchase using a loyalty reward (by converting points into a coupon or using a direct reward such as a birthday coupon) in the selected date range, or
Made a purchase within 24 hours of redeeming a reward in the selected date range.
Important
If a customer redeems a reward but does not complete a purchase, they will not be considered a redeemer. Rewards must be tied to a purchase; redeeming points alone is not enough.
The exact definition depends on your program analytics settings (Settings > General Settings > Program Analytics).
To illustrate who counts as a redeemer, let’s look at an example.
Example
Assume a shopper makes five purchases and redeems a reward on only one of them. The selected date range is October 1, 2025–December 31, 2025.
Scenario 1:
All five purchases were made within the selected date range. In this case, the shopper is considered a redeemer, and all revenue from their purchases within that period counts toward Redeemer Revenue.
Scenario 2:
The purchase with the redemption was made outside of the selected date range on September 30, 2025, while the remaining four purchases (without a redemption) occurred within the selected date range. In this case, the shopper is not considered a redeemer, since they did not redeem a reward during the selected period. Their revenue will count toward non-redeemer revenue metrics.
Redeemer vs. Loyalty Member
Redeemer does not necessarily equal loyalty member.
Loyalty members are customers who have signed up for your loyalty program.
Redeemers are customers who have redeemed a reward and completed a purchase. Depending on your program setup and eligibility settings, redeemers may or may not be loyalty members.
This dashboard focuses on redeemers, as it measures the direct and indirect impact of reward redemptions on revenue.
Limitations
Keep the following in mind when reviewing your data:
Rewards include those redeemed with points or received directly from earning rules or VIP/Loyalty Tiers. Referral rewards are not included.
Metrics are calculated without discount amounts or returns.
Metrics may include or exclude shipping and taxes based on your program’s general settings (Settings > General Settings > Account).
Only customers with an email associated with their purchase are counted. Guest checkouts using phone numbers only are excluded.
Loyalty Analytics vs. Shopify Data
Loyalty analytics are designed to help you understand how your loyalty program influences customer behavior and overall business performance. Because these metrics are derived from commerce data and apply additional program logic, they may not always match Shopify reports exactly.
For example, loyalty metrics evaluate revenue and customer activity based on loyalty attribution rules and the state of an order at the time it is processed. Differences can occur due to order edits, refunds, timing of data processing, or how loyalty eligibility is applied.
For financial reconciliation and bookkeeping, Shopify should remain your source of truth. The Rewards Performance Dashboard is best used to analyze trends, engagement, and the long-term impact of your loyalty strategy.
Understanding the Metrics
The Rewards Performance Dashboard surfaces a set of core metrics that help you understand how redeemers behave, how much value they generate, and how your rewards program contributes to overall store performance.
Important
All metrics are presented in the selected date range.
Data refreshes once a day, at approximately 2:00 AM EST.
Dashboard Filters
At the top of the dashboard, you can filter your data based on timeframe, comparison period, and customer segment:
Date picker: Select the timeframe you want to analyze.
Comparison period: Compare your selected period to either:
The previous period (e.g., last month vs. the month before), or
The same period in the previous year.
Customer segment: Choose between:
All purchasing customers
Repeat customers (shoppers who made at least two purchases in the selected period)
Loyalty members (customers who are part of your loyalty program).
These segments help you visualize how your rewards program impacts different customer groups, especially your highest-value shoppers.
Note
If your program eligibility is set to All customers, the Repeat Customers and Loyalty Members segments may be identical, with minor differences due to manual opt-outs or custom actions.
Key Metrics
The Key Metrics section provides a high-level snapshot of your rewards performance based on the selected filters. These metrics are especially helpful if you’re new to loyalty and unsure what to track. Together, they help you understand how much value your program is driving and where you have room to grow.
Redeemer Revenue
The total net revenue generated by customers who qualify as redeemers during the selected period. This includes all orders placed by redeemers, even if a reward wasn’t used on every order. It shows how much of your revenue is directly tied to reward redemptions.
Example:
If the selected period is May 1–May 30 and a customer makes three purchases, only one using a reward, all three purchases will be included in the Redeemer Revenue.
Redeemer Revenue Share
The percentage of your total store revenue that came from redeemers. It helps you assess how significant redeemers are in your overall store performance.
Formula: Redeemer revenue share = (Redeemer revenue / Total store revenue) x 100
The total number of customers who redeemed a reward as part of a purchase during the selected date range.
Loyalty Incremental Revenue
The additional revenue generated by redeemers compared to what non-redeemers would have spent. This helps quantify the uplift created by your loyalty program.
Formula: Loyalty incremental revenue = (Average revenue per redeemer − Average revenue per non-redeemer) × Number of redeemers
Incremental Revenue Share
The percentage of your total store revenue that can be attributed to the incremental value generated by your loyalty program. It visualizes how much of your revenue comes from your program.
Formula: Incremental revenue share = (Loyalty incremental revenue / Total store revenue) x 100
Total Store Revenue
The total revenue generated by your store in the selected date range.
This value may differ from Shopify reports. See Loyalty Analytics vs. Shopify Data above.
Repeat Purchase Rate
The percentage of customers who placed two or more orders in the selected period. It’s indicative of how successful you are in retaining customers.
Formula: Repeat purchase rate = (Repeat customers / All purchasing customers) x 100
Repeat Customers
Number of customers who placed two or more orders in the selected date range, regardless of whether they redeemed rewards or not.
Purchasing Customers
All customers who placed at least one order in the selected date range.
Participation Rate
The rate of customers who redeemed a reward in the selected date range, out of all purchasing customers.
Formula: (Redeemers / All purchasing customers) x 100
Trends
Next to each metric, you’ll see a comparison indicator. Green indicates growth, red indicates a decrease.
For example, a 10% increase in Redeemer Revenue means redeemers generated 10% more revenue than in the previous comparison period.
How to interpret the Key Metrics
The Key Metrics section helps you quickly assess how redeemers are contributing to your overall performance.
Looking at the example from the image above, if 14.04% of your total store revenue came from redeemers and your Loyalty Incremental Revenue is $291k, this suggests that your rewards program is driving meaningful additional spend beyond what non-redeemers generate.
If 27.95% of customers made repeat purchases during that timeframe, this may reflect strong retention, especially during high-demand or seasonal periods. A Loyalty Participation rate of 7.2% suggests that a portion of your customers are actively engaging with your rewards program, which may indicate healthy adoption.
Customer Lifetime Value (CLV)
These charts compare how redeemers behave versus non-redeemers, helping you understand differences in spending, frequency, and overall value.
Average Revenue per Customer
The average amount spent per customer in the selected period.
Formula: Average revenue per customer = Total store revenue / All purchasing customers
This chart shows whether redeemers are spending more on average than non-redeemers.
Example: If redeemers spent $146 more on average than non-redeemers, it means that for every $100 a non-redeemer spends, a redeemer spends about $246.
Average Orders per Customer
The average number of orders placed per customer.
Formula: Average orders per customer = Total orders / All purchasing customers
This helps you understand whether redeemers are coming back more frequently.
Example: If redeemers place 1.18 more orders on average than non-redeemers, it suggests that rewards are encouraging repeat behavior.
Average Order Value (AOV)
The average amount spent per order in the selected date range.
Formula: Average order value = Total store revenue / Total orders
Note
AOV may be lower for redeemers if rewards are applied frequently. However, higher order frequency often offsets this.
Example: If redeemers spend $40.3 more per order on average and place more orders, their total lifetime value is significantly higher than that of non-redeemers.
Median Time Between Orders
The median number of days between two consecutive purchases for repeat customers in the selected date range.
This metric focuses only on repeat customers and measures how frequently they return to make a purchase. It is calculated as a median (not an average), meaning it reflects typical customer behavior while minimizing the impact of outliers (for example, customers placing multiple orders in a single day).
Repeat Purchase Rate
The percentage of customers who placed two or more orders in the selected date range, out of all purchasing customers.
Formula: Repeat purchase rate = Repeat customers / All purchasing customers
Loyalty Orders
This section focuses specifically on orders where a loyalty reward was used. While the Key Metrics section looks at the overall impact of redeemers on your business, the Loyalty Orders section zooms in on the transactions that were directly influenced by rewards.
Loyalty Order Revenue
The net revenue from orders where a loyalty reward was used in the selected date range.
Loyalty order revenue share
The percentage of your total store revenue that comes from loyalty orders.
Formula: Loyalty orders revenue share = (Loyalty order revenue / Total store revenue) x 100
Total store revenue
The total revenue from all orders placed in your store in the selected date range. This is the same value shown in the Key Metrics section and serves as a baseline for comparison.
Loyalty Discount Total
The total value of discounts given through loyalty rewards in the selected date range. This represents the cost of running your rewards program during that period. Free product rewards are not included in this total.
Loyalty discount rate
The percentage of loyalty discounts out of redeemer revenue in the selected date range. It helps you understand how much of your redeemer-driven revenue is being reinvested into rewards.
Formula: Loyalty discount rate = (Total loyalty discounts / Redeemer revenue) x 100
Redeemer revenue
The net revenue from any order placed by redeemers in the selected date range, including orders where a loyalty reward was not used. This value is the same as in the Key Metrics section and reflects the total value redeemers bring to your business.
Loyalty Orders
The number of orders placed in your store where a loyalty reward was used in the selected date range.
Loyalty order rate
The percentage of loyalty orders out of total orders placed in the selected date range.
Formula: Loyalty order rate = Loyalty orders / Total orders
Total orders
Total number of orders placed in your store in the selected date range.
How to interpret the Loyalty Orders section
This section helps you understand the direct cost and return of your rewards program.
It shows:
How much revenue comes specifically from reward-based purchases
How much you’ve invested in discounts
How significant loyalty-driven orders are compared to total order volume
For example, if $786.7k of your revenue came from reward-based orders and $238.3k was given in discounts, you can evaluate whether that investment is generating enough repeat behavior and long-term value.
If loyalty orders are a small percentage of your total orders, as in the example above, it may highlight an opportunity to improve program visibility, incentives, or overall engagement.
FAQs
If my program eligibility is set to All customers, how do segments differ?
If your program eligibility is set to All customers, the Repeat customers and Loyalty members segments will largely overlap, with small differences due to opt-outs.
Are redeemers counted multiple times?
No. Each customer is counted once as a redeemer per selected date range, regardless of how many purchases they made where they redeemed rewards.
What happens if orders are refunded or canceled for the Purchasing Customers metric?
If an order is completely canceled, the shopper won’t be considered a purchasing customer. If an order is partially refunded, they will be considered a purchasing customer.