Loyalty analytics turns the raw activity of your loyalty program into insights you can act on. Once your programs are live, it answers the questions you will actually have: how much reward value is sitting unredeemed, whether customers are earning and spending their points, and how much revenue the program brings back. Reading these together helps you judge whether your earn and redeem rules are set at the right level, or whether your points liability is growing faster than the revenue it returns.
To view your loyalty analytics, navigate to Loop admin > Loyalty > Analytics.
The dashboard is split into focused sections, each answering a different question about your program. You can set a date range and compare against a previous period to see how each metric is trending.
1. Loyalty program overview
The top overview metrics of your loyalty dashboard is your view of the reward value your program has put into customers' hands but they have not yet spent. Watching it tells you the size of your outstanding points liability and where it sits across your customer base, so you can plan for the cost of redemptions and act before points expire.
The points about to expire metric is the one to act on. Use it to trigger a re-engagement campaign before customers lose their points, which both protects the customer relationship and pulls forward redemptions.
Each metric here is broken down across active subscribers, non-active subscribers, and non-subscribers, so you can see which group holds the most value.
Outstanding points value: Total monetary value of all unredeemed points currently held by customers.
Total customers with loyalty points: Number of unique customers who have an active points balance in your loyalty program.
Points about to expire (Next 30 days): Total points balance that will expire within the next 30 days. Use this to trigger re-engagement campaigns before customers lose their points.
2. Loyalty attributed revenue
This section answers the question every merchant asks of a loyalty program: is it actually making money. It connects loyalty to revenue by showing the value of orders where a reward was applied or a cancellation was saved using a loyalty benefit, so you can weigh the program's return against its cost.
The channel and trend views show you where that revenue comes from and how it moves over time. Use them to see whether loyalty is pulling more weight on subscriptions, one-time orders, or upsells, and whether its contribution is growing.
The cancellation flow metric is worth watching on its own, since it captures retention value that compounds over time as you keep subscribers who would otherwise have left.
Loyalty attributed revenue: Revenue from orders where a loyalty reward was applied or a cancellation was saved using a loyalty benefit.
Total gross revenue: Combined order value across all loyalty-attributed orders, before loyalty discounts. Includes one-time, subscription, and recurring order types.
Total upsell revenue: Revenue generated from upsell offers where a loyalty points incentive was applied.
Additional revenue generated via cancellation flow: Additional revenue earned over time by retaining subscribers through loyalty-based alternate actions in the cancellation reasons. Helps you measure the compounding retention value of your loyalty program.
Gross revenue by channel: Distribution of total gross revenue across order channels - one-time checkout, subscription checkout, recurring renewals, and upsells. Shows each channel's share of loyalty-attributed revenue.
Gross revenue trend: Gross revenue trend over the selected time period. Track how loyalty-attributed revenue has grown or shifted across channels over time.
Upsell revenue trend: Upsell revenue trend over the selected time period. Use this to spot patterns in how loyalty incentives are driving upsell purchase over time.
3. Customer activity
This section tells you whether customers are actually engaging with the program, not just sitting on a balance. It tracks how many customers hold points, how many orders involve a loyalty interaction, and how often customers redeem.
Redemption rate is the headline metric here. A higher rate signals that customers see real value in the program and are using it, while a low rate can mean your rewards are too hard to reach or not worth enough to act on.
Total customers with loyalty points: Number of unique customers who currently hold a points balance.
Unique customer orders with loyalty points: Number of distinct orders placed by customers who had a loyalty interaction (points earned or redeemed) at the time of purchase.
Redemption rate: Percentage of customers who have redeemed points divided by customers who hold loyalty points. A higher rate indicates strong program engagement and perceived value.
4. Points issued by triggers
This section shows you where your points are coming from. It breaks down everything you have issued by the trigger that earned it, so you can see which earn rules are doing the work and what is driving your points liability.
Use it to sanity check your program design. If most of your points come from manual adjustments rather than orders, or one trigger is issuing far more than you expected, this is where you will catch it.
Points Issued by triggers: Total points distributed to customers through all configured earn triggers.
Points composition: Breakdown of your total outstanding points by source - showing how much was earned via purchases, manual adjustments or other triggers. Useful for understanding what's driving your points liability.
FAQs
Can I compare my loyalty performance against a previous period?
Yes, the dashboard has a compare toggle next to the date range that sets it against the previous period. This lets you see whether each metric has grown or dropped instead of reading it as a standalone number.
Why are my metrics split by active subscribers, non-active subscribers, and non-subscribers?
The split shows you which type of customer holds your points and drives your loyalty revenue. It helps you tell whether your program is mostly rewarding loyal subscribers or pulling in one-time and lapsed buyers, so you can decide where to focus.
Why doesn't loyalty attributed revenue match my total store revenue in Shopify?
No, the two will not match, because loyalty analytics only counts orders where a loyalty reward was applied or a cancellation was saved using a loyalty benefit. It is a measure of the revenue your program influenced, not your store's full sales.