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Data Analytics: Loyalty

The Loyalty tab displays performance metrics for your loyalty program, including total membership, engagement, revenue impact, and store-level breakdowns.

Prerequisites

Before getting started, ensure you have:

Required Permissions:

Data Analytics can be accessed by staff members with the following permissions:

  • Analyst

  • Marketing

  • Marketing + Analyst

  • Operator

  • Owner

Loyalty Analytics Explained 🎬

How to Access the Loyalty Tab

  1. Navigate to Analytics > Loyalty in your AIQ Dashboard

  2. Select your desired Report date range

  3. Review the performance metrics displayed across the Overview, Member Communication, and Member Health sections

Overview

The Overview section shows your total loyalty members.

Important Notes:

  • This stat reflects the total number of members signups for the selected report date range. The stat below displays the all-time total signups

This section helps you understand overall program growth and channel performance.

Member Communication

This section tracks engagement across loyalty-related communication touch-points.

You can view metrics such as:

  • Opt-ins or Opt-outs for the selected date range

    • Click on the table row to see the breakdown per channel

  • Discounts opened or redeemed

  • Double opt-in requests and how many are still pending

  • Sign up form visits (Note: tracking took effect in April 2026 and only includes data from that point onwards)
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Use this section to evaluate how effectively your loyalty communications are driving engagement and opt-ins.

Member Health

The Member Health section helps you evaluate how engaged and valuable your loyalty base is. Data is built from member contact records and purchase history.

There are five tiles:

Active Rate

Formula: Members with ≥1 purchase ÷ total loyalty members (for the selected date range)

A high active rate means a large share of your loyalty base is actively purchasing. Low active rate suggests many members have signed up but not returned.

Member AOV vs. Non-Member AOV

Compares the average order value of loyalty members against non-loyalty shoppers. If member AOV is higher, your loyalty program is correlating with larger basket sizes.

Member Revenue

Total revenue generated by loyalty members, with the percentage of your overall store revenue they represent. A high percentage indicates strong program adoption.

Member Orders

Total orders placed by loyalty members, with the percentage of total orders they represent. Compare alongside Member Revenue to gauge whether members are buying more often, spending more per visit, or both.

% of Members in Top 20% Spenders

Formula: Loyalty members whose lifetime spend reaches the top-20% threshold á total loyalty members

Shows how well your program is attracting and retaining your highest-value shoppers. A high percentage means your best spenders are enrolled; a low percentage is an opportunity to target top spenders with enrollment campaigns.

ℹ️ Tip: Use the Member AOV and Member Revenue tiles together to assess program ROI. If member AOV and revenue share are both significantly higher than non-member benchmarks, your loyalty program is driving measurable business lift.

Loyalty Revenue Impact

You can also compare:

  • Average Order Value (AOV) of loyalty members vs. non-loyalty members

  • The total revenue generated by loyalty members

  • The total orders placed by loyalty members

These metrics help determine whether your loyalty program is increasing spend and driving meaningful revenue contribution.

Member Stats by Location Breakdown

The metrics above are displayed in aggregate across all locations/stores.
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In the Location Breakdown section, you can view:

  • Total members per location

  • Engagement rates per location

  • Revenue contribution by location

  • Redemptions by report date selector
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This is useful for multi-location businesses to identify high-performing locations, locations with low engagement, and opportunities for targeted loyalty campaigns.

Member vs Non-Member Order Frequency Breakdown

This table segments key metrics (Revenue, Orders, and Redemptions) by shopper visit frequency, allowing you to see how purchasing behavior differs between first-time visitors and repeat shoppers.

Table Structure:

  • Number of visits: Data is organized by visit count, from 1 to 14 individual visits, with a "15+" category for shoppers who visited 15 or more times during the selected period. A "Totals" row appears at the top of the table.

Additional Metrics:

  • Purchasers: Unique shoppers who made a purchase during the time period

  • Units sold: Total number of individual items sold

  • Avg Cart items: Average number of items per order

  • AOV: Average order value

Additional Members Info

The last 3 sections display additional info about members in a graphical format.

  • Members Signed up: This graph displays the # of members who have signed up for each day in the selected date range

  • Member Opt-Ins and Opt-Outs: This graph displays the # of opt-ins, opt-in requests, and opt-outs for each day in a selected date range as a line graph

  • Member Orders: This graph displays the # of orders members have specifically made for each day in the selected date range

FAQs

Why is my email opt-in count lower than the total number of Personas with email addresses?

The opt-in count reflects only valid, successfully opted-in email addresses. The following are excluded:

  • Invalid or failed email addresses that did not pass verification

  • Incorrectly entered email addresses

This is expected behavior, not a data error. Use the opt-in count as your reliable measure of reachable email contacts.

Need Help?

If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.

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