Loyalty Dashboard

More information about our Loyalty dashboard and program metrics with definitions

Written by Freddie Wynne
Updated over a week ago

This feature is currently for paid plans only.


Engaged LoyaltyLion program customers who actively collect points and redeem rewards have significantly different buying behaviour than customers who are not involved in the program.

Redeeming customers incentivised to engage with your brand and loyalty program become your advocates, therefore leading to shorter purchasing cycles and a longer customer lifespan, whilst also recommending your product and services to friends, family and colleagues. These customers are retained for longer, increasing your overall customer retention rate, and most importantly, keeping your most valuable customers returning. All in all, the LoyaltyLion program drives a significantly higher customer lifetime value, generating significantly more revenue from redeeming customers than your guest customers.

🔍 Our Loyalty Dashboard is designed to give you a clearer picture of your loyalty program performance, opportunities, and changes in customer buying behaviours.


You can choose how to view your Key metrics charts (Total revenue, Customer lifetime value, Average purchase frequency, Average order value) using the filter picker.

Loyalty segments


A member of your program who has accrued and redeemed points to claim a reward, but has not necessarily used that reward in an order.


A member of your program who has accrued points but has not redeemed those points to claim a reward.


Someone who has not joined your loyalty program.

Tier segments

Insights based on your customer tier level. We do not surface deleted or reset tiers in the loyalty dashboard - only currently live tiers.

Data sources

Behavioural charts and metrics are derived from your store, site order and transactional data.

All revenue and order related charts:

  • include;

    • partial refunds

    • tax

    • and shipping

  • exclude;

    • fully refunded orders

    • cancelled orders

    • and discounts

Gift cards are counted as they are purchased (because they are a line item in the store), but we don’t count them when they are used.

Email and SMS attribution relies on 3rd party email service providers passing cookie and session data within the order object. Some 3rd party services managing returns may not be included in your order data.


Revenue attributed to LoyaltyLion

Referral, Loyalty page and Email & SMS revenue generated via LoyaltyLion is directly attributable and evidenced to a single purchase event or from a customer acquired purely as a result of the feature and functionality of the Loyalty Program.

The Redeemer repeat purchases are attributable to LoyaltyLion as the customer’s purchase behaviour has been directly influenced by their ability to earn and redeem points in the program, which is evidenced by their ongoing participation and engagement with the program. This is further evidenced by the comparison in behaviours between redeeming and non-redeeming across a number of metrics including Customer lifetime value, Returning customer rate, Average purchase frequency and Customer retention rate, where the only difference in members’ status is their participation in the program.

❗ Revenue attribution is mutually exclusive and collectively exhaustive, meaning revenue is never double-counted.

Attribution channels:




Revenue from referred customers

Email & SMS

Revenue attributed to rewards used that were claimed via email and SMS

Loyalty component

Revenue generated from orders using a reward claimed via the loyalty page, where the member visits the loyalty page unprompted

Redeemer repeat purchases

Revenue attributed to repeat purchases made by Redeemers, not linked to other attribution channels

Loyalty revenue contribution

Loyalty attributed revenue as a percentage of the total store revenue.


( Revenue attributed to LoyaltyLion / Total revenue ) * 100

Customer Lifetime Value (CLV)

CLV is a metric that represents the total net profit a company can expect to generate from a customer throughout their entire relationship.

This is a predictive model, as we apply a future value to each customer value based on the time since their last purchase.


All revenue + ( Dormancy multiplier * Average order value )

As a predictive CLV model, we look at the future value of a customer by looking at the time since they last made a purchase and applying a multiplier to the segment's AOV.


If a customer's time since their last purchase was 3x the average purchase interval, we consider them churned and apply no additional value to them.

If a customer's time since their last purchase was <1x the average purchase interval, we consider them active and apply the full value of 3x the average order value to them.

Time since average purchase interval


Dormancy multiplier (Additional order value)





Close to churning



Still a customer





Working example:

As an example, your redeeming customers, based on historic order data, on average purchase every 20 days and spend $100 per purchase.

Customer A: Active

Total spend to date: $2000

Last purchase made: 10 days ago

CLV = $2000 + ( 3 * $100 )

= $2300

Customer B: Still a customer

Total spend to date: $1000

Last purchase made: 25 days ago

CLV = $1000 + ( 1.5 * $100)

= $1150

Customer C: Churned

Total spend to date: $1500

Last purchase made: 65 days ago

CLV = $1500 + ( 0 * $100)

= $1500

Total revenue

This graph shows the total revenue contribution by each customer segment – this is calculated based on the state of the customer (non-member, non-redeemer, redeemer) at the time of order.

Average Annual Purchase Frequency (AAPF)

AAPF represents the average number of times a customer makes a purchase in a given 12-month window. This metric indicates how often, on average, your customers are buying from you over a year.

This metric looks at the status of the customer at the time of the calculation. We also consider historic purchases made by the customers in previous states (non-member, non-redeemer) to calculate their purchase frequency using the same formula but for each segment separately.


Total number of orders over the time period / Unique number of customers over the same time period

Average Annual Order Value (AAOV)

AAOV refers to the average amount spent by customers per transaction. It is calculated by dividing total revenue by total number of orders.


Total revenue for a given period / Total number of orders over the same period


  • Why have we launched a new dashboard?

    • It’s important to us that your loyalty program makes a difference to your business. We believe that the new LoyaltyLion dashboards will help you to measure and report on the impact your loyalty program is having, identify areas for improvement, and justify future investment or resources.

  • Who has access to the Loyalty Dashboard?

    • All merchants on LoyaltyLion plans from Small Business and above. Free plans will have a limited view of the Loyatly Dashboard.

  • How often is my data updated?

    • Daily charts are updated multiple times per day, and monthly charts are refreshed once a day (the most recent month each time)

  • Why do we focus on Redeeming members?

    • Redeeming members are a unique segment of customers who are actively engaged with the loyalty program and have claimed rewards for certain actions and behaviours. This specific state can only exist through directly participating in the loyalty program and is the only differentiation from non-redeeming members.

      The direct impact of LoyaltyLion’s features and functionality is empirically demonstrated via the difference in key metrics between Redeeming Members and Non-redeeming Members (and guests).

  • Why can't I see my reset or deleted tier information?

    • We only show data from when currently live tiers were enabled. Tier information from reset or deleted tiers does not show on this dashboard.

  • I’m struggling to understand my dashboard - what should I do?

    • Our Customer Success team are ready and waiting to support you as you get to know your new dashboard. If you have a Customer Success Manager they are on hand to answer any questions. Alternatively, reach out to support@loyaltylion.com or use our in-app chat to get your questions answered.

  • I’ve got feedback on the new dashboard - where should I send it?

    • We’d love to hear all your thoughts on the new dashboard! If you have a suggestion on a new chart or metric you’d like to see, then we recommend using the ‘Suggest new feature’ button within your LoyaltyLion navigation. If you have comments or feedback on existing charts then please do share it with your Customer Success Manager or send it to support@loyaltylion.com.

  • Where are my old charts?

    • In the shuffle, we've moved some stuff around, all charts that were on the original dashboard have been nested under Analytics > Program, and we've also moved top referred customer and referral results to Analytics > Referral. All the old charts are still accessible but with an updated design style.

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