Mobile wallet analytics measures how people interact with content and programs delivered through a mobile wallet. It supports customer engagement tracking by showing adoption, engagement, and outcomes across campaigns so you can see what is working, what is being ignored, and where customers drop off.
In this guide, we will break down the KPIs that matter, how to measure them accurately, and how to turn the data into actions that improve performance over time.
Table of Contents
What Is Mobile Wallet Analytics?
Mobile wallet analytics measures customer behavior across wallet-based programs and content such as offers, loyalty cards, tickets, and updates. It focuses on the full wallet lifecycle, how people discover a pass, save it, open it, view details, respond to messages, redeem, and return. The goal is to quantify adoption, engagement, conversion, and retention so you can prove impact and diagnose friction.
In practice, it turns wallet activity into trackable performance signals like save rate, activation and active rate, view frequency, notification response, redemption rate, repeat usage, and drop-off over time. When you segment those metrics by campaign, channel, audience, device, and location, and track them by cohort, you can attribute what drove saves and redemptions, spot where users stall, and optimize distribution, creative, timing, and targeting to increase conversion and long-term usage.
Mobile Wallet Analytics Vs Mobile Payments Analytics
Mobile wallet analytics is often used to describe two different types of reporting. One focuses on how well mobile wallet payments perform at checkout. The other focuses on how people engage with wallet based programs and content over time.
Because those two meanings overlap in search, it is easy to end up reading the wrong kind of analytics for the job you are trying to do. If your goal is better approval rates and fewer declines, you are looking for payments analytics. If your goal is higher adoption, stronger engagement, and more redemptions or repeat usage, you need mobile wallet engagement analytics.
The table below shows the difference, including what each one measures and which KPIs matter most.
| Category | Mobile Payments Analytics | Mobile Wallet Engagement Analytics |
|---|---|---|
| Primary Goal | Improve checkout conversion and transaction reliability | Improve adoption, engagement, conversion, and retention of wallet-based programs |
| What It Measures | Payment events and outcomes | Wallet program interactions and outcomes |
| Typical KPIs | Authorization rate, decline rate, fraud rate, chargebacks, refunds, payment success rate, processing costs | Save rate, active rate, view frequency, notification response, scan activity, redemption rate, repeat usage, drop-off |
| Typical Data Sources | Payment gateway/processor logs, POS payments data, ecommerce checkout analytics, risk tools | Wallet pass platform analytics, scanner/redemption logs, campaign tracking parameters, CRM/POS linkage |
| Who Uses It | Payments, finance, risk, ecommerce ops | Marketing, CRM, loyalty teams, event ops, growth |
| What You Optimize | Fewer declines, lower fraud, faster checkout, higher payment conversion | Higher saves, more engagement, better redemption, stronger retention, better campaign performance |
| What “Good” Looks Like | More successful payments with lower cost and risk | More engaged users who take action and return |
For the rest of this guide, we focus on mobile wallet engagement analytics because it is the foundation for customer engagement tracking. It lets you measure the full journey from discovery and saves, through ongoing usage, to actions like redemptions and repeat visits.
More Mobile Wallet content:
Apple Wallet vs Google Wallet: Features, Differences & Use Cases
Top 9 Benefits of Mobile Wallets
What Is a Mobile Wallet? How It Works & Why It Matters
How to Choose the Best Mobile Wallet Pass Platform
How to Create a Mobile Wallet Pass
Improve Customer Retention Using Wallet-Based Loyalty Programs
What Mobile Wallet Analytics Can Measure?
Mobile wallet analytics measures the events across a wallet program lifecycle, from saves and repeat usage to updates and validated actions at entry or checkout. Those events become signals you can trend over time and compare by campaign, source, and location.
Consistency is the difference between clean reporting and noise. Define what counts as engagement versus conversion, and the KPIs that follow stay comparable across campaigns. That consistency is what makes mobile wallet marketing measurable, so you can compare performance across campaigns without changing the definition of success
What Customer Engagement Tracking Means in Mobile Wallets
Customer engagement tracking in mobile wallets is about turning pass interactions into meaningful behavioral signals that reveal how customers engage over time.
Wallets don’t just store content, they generate first‑party data that captures real usage patterns across devices and platforms, making the channel far more measurable than traditional coupons, paper cards, or even standalone apps.
Unlike vanity metrics, the engagement signals that matter in mobile wallets tell you whether a customer is actively participating in your program, not just whether they saved a pass.
Views
Views are a baseline attention metric that indicate whether a pass is being opened and considered. Because wallet passes live on the lock screen and inside built‑in apps, views often spike when real interest or context (like an upcoming event or location proximity) drives users back to their phone. If views drop quickly after install, it signals that the pass isn’t resonating beyond the point of save.
More importantly, tracking view frequency over time reveals whether customers interact repeatedly, a stronger signal of sustained engagement than a single view ever could.
Notifications
Notifications are unique to mobile wallet passes because platforms like Apple Wallet and Google Wallet surface them directly on the lock screen. This means they’re often more visible and acted‑on than email or SMS.
Tracking the response to notifications tells you whether updates actually pull users back into the experience and whether those moments drive action. High notification engagement shows relevance; low engagement can indicate mistimed or generic messaging.
Redemptions
Redemptions are the strongest signal of intent and value because they represent validated action, customers actually using a benefit, offer, reward, ticket, or pass feature. Simply opening a pass or tapping a notification doesn’t confirm real impact. Redemption does.
Accurate tracking here means distinguishing true redemption events from superficial interactions. This is essential because many analytics platforms can overcount if they treat scans or views as conversions. True redemptions give you direct insight into what drives economic or programmatic outcomes.
Customer Engagement Tracking KPIs For Mobile Wallet Analytics
Customer engagement tracking in mobile wallets works best when you measure KPIs as a funnel and then segment results by campaign, channel, and location.
You are trying to answer four questions, did people save it, did they use it, did they take action, and did they come back.
A simple way to keep reporting consistent is to group KPIs into:
Adoption (saves and installs)
Engagement (views, actions, messaging response)
Conversion (redemptions and time to value)
Retention (repeat usage and churn)
Once those KPI groups are clearly defined, you can track performance at each stage, pinpoint drop-offs, and prioritize the changes that will move the overall program.
Adoption KPIs (Add-To-Wallet Rate, Installs, Deletes)
Adoption KPIs tell you whether your distribution and onboarding are doing their job. If adoption is weak, the rest of the funnel never gets a fair chance.
- Add-To-Wallet Rate: Adds divided by landing page visits, or adds divided by pass link clicks when comparing channels.
- Installs: Unique devices that saved the wallet program. Track this by source so you know which channels bring quality users.
- Delete Rate: Deletes divided by installs. This is your early indicator that the program does not feel useful after saving.
- Net Active Installs: Installs minus deletes. This is often a better “reachable audience” number than installs alone.
Taken together, these KPIs show whether you need to improve the save flow and distribution, or increase the ongoing value that keeps people from deleting after install.
Engagement KPIs (Pass Views, In-Wallet Actions, Notification CTR)
Engagement KPIs tell you whether people pay attention after saving and whether messaging actually moves them toward action. You want signals that indicate intent, not just vanity activity.
- Pass Views Per Active User: Total views divided by active installs over a fixed window like 7 or 30 days.
- View Frequency By Cohort: Compare engagement for “install week” cohorts to see if newer users behave differently from older users.
- In-Wallet Actions: Taps on key links or buttons such as shop, redeem, directions, call, or book. These actions are often the bridge between interest and conversion.
- Notification CTR: Clicks divided by delivered notifications, segmented by trigger type, offer type, and audience.
A useful proof point here is that Google Wallet partner case studies have reported measurable outcomes from wallet push notifications, including a Salomon example citing a 3X revenue increase and a 54% increase in items per order.
Conversion KPIs (Redemption Rate, Time-To-First Redemption, Conversion Lift)
Conversion KPIs are where engagement becomes a business outcome. The biggest mistake is counting raw scans as conversions. Use unique, validated actions wherever possible.
- Redemption Rate: Unique redemptions divided by active installs, or unique redemptions divided by issued passes when comparing campaigns. Pick one definition and keep it consistent.
- Scan-To-Redemption Rate: Unique redemptions divided by unique scans. This helps you spot double counting and operational issues.
- Time-To-First Redemption: Median time from install to first redemption. If this is slow, the experience may be unclear or the first-use trigger is weak.
- Conversion Lift: Test group conversion rate compared to a holdout or control group. This is the cleanest way to prove impact.
If you want a benchmark for context, digital coupons are often cited around a 5.92% redemption rate on average, but real results vary widely by category and distribution, so treat benchmarks as directional rather than a target.
Retention KPIs (Repeat Redemption, Active Rate, Inactivity and Churn)
Retention KPIs tell you whether the wallet program becomes a durable channel or a one-time interaction. Retention is where segmentation matters most.
- Active Rate: Active installs in the last N days divided by total installs. Define “active” clearly, for example viewed, scanned, or redeemed in the last 30 days.
- Repeat Redemption Rate: Users with 2 or more redemptions divided by users with at least 1 redemption.
- Inactivity Rate: Users with no views or actions in N days divided by active installs.
- Delete-Driven Churn: Deletes divided by installs, tracked over time and by cohort.
The key to making retention useful is cohorting. Track retention curves by install week, then compare performance by campaign, segment, and location so you can identify what actually drives repeat behavior.
How To Measure Redemptions Accurately
Accurately measuring redemptions is essential for understanding engagement and the true effectiveness of mobile wallet campaigns. A common mistake is equating scans with redemptions, scans don’t equal action. A redemption is a concrete action like using a coupon or redeeming a reward.
Scan vs Redemption: What Counts as a True Conversion?
A scan simply shows interaction with the wallet pass, but it doesn’t confirm whether the user took the next step. Redemptions happen when customers actually use the offer or take action, such as redeeming a coupon at checkout.
To avoid confusion, define what qualifies as a redemption (e.g., using a coupon or accessing a reward) and measure these as conversions, not just scans.
Duplicate Scans, Fraud Prevention, and Re-Entry Rules
Tracking duplicate scans is vital to avoid inflating redemption metrics. Users may scan the same pass multiple times, giving a false sense of activity.
Set rules to block duplicate scans and ensure single-use passes can’t be scanned more than once to keep data accurate and relevant.
Offline Scanning and Syncing
When offline scanning is involved, syncing issues can lead to inaccurate redemption counts. Ensure your system can accurately sync offline data when devices reconnect to the internet, with deduplication rules in place to prevent overcounting.
How To Track Engagement By Location (Multi Store Reporting)
Tracking engagement by location helps you understand how mobile wallet activity varies across stores, regions, and campaigns and reveals which physical locations are driving the most real customer interaction and business outcomes.
When mobile wallet analytics are combined with location context, you can tie digital engagement signals to real‑world behavior like store visits and proximity‑driven responses, rather than just overall usage numbers.
Store Level Dashboards (Compare Locations Fairly)
A store‑level dashboard breaks down metrics by individual locations so you can compare performance side by side. Rather than viewing KPIs in aggregate, you can see how metrics like installs, views, redemptions, and notification responses differ from store to store. Good dashboards allow you to:
- See adoption and engagement trends by location so you know which stores are driving value and which may need campaign adjustments.
- Compare redemption performance between high‑traffic and low‑traffic areas to spot where offers are resonating.
- Align mobile wallet engagement with in‑store results like foot traffic or sales lift when connected to POS or CRM data.
This level of granularity turns broad analytics into targeted insights, helping you allocate resources or messaging differently depending on individual store behavior.
Location Based Triggers (Measure Geofence Driven Lift)
Geofencing creates a virtual boundary around real‑world locations. When a customer with a mobile wallet pass enters a geofenced area, your system can record that event and trigger actions such as sending a timely notification or logging a location‑based interaction.
Tracking these triggers lets you measure geofence‑driven engagement lift, for example, whether customers who receive a notification upon entering a store are more likely to redeem an offer or view a pass than those who don’t. You can also use this data to:
- Evaluate how location proximity impacts customer behavior, such as whether notifications tied to store entry lead to higher redemptions.
- Tie geolocation events back into your KPIs so you know if location‑aware engagement boosts meaningful outcomes.
This isn’t just about proximity alerts. It’s about using where customers are to understand when and why they act.
Segmenting By Region, Store Type, And Campaign
Segmentation lets you slice location data to reveal deeper patterns. By comparing engagement across regions, store types, or campaigns, you uncover differences in behavior that broader metrics might hide.
For example:
- A promotional offer may drive high engagement in urban locations but underperform in suburban or rural areas.
- Some store types (e.g., flagship retail vs outlet) may see consistently higher redemption rates.
- Campaigns tied to specific events or seasonal moments might outperform perennial campaigns in certain regions.
By segmenting location data this way, you not only understand where engagement is happening but why it varies which feeds directly into optimizing future deployments and offers.
How To Connect Mobile Wallet Analytics To CRM And POS (Attribution And ROI)
Mobile wallet analytics gets a lot more valuable once you can tie pass activity to a real customer record and a real transaction. The goal is simple, keep wallet engagement events (save, view, message response, scan, redemption) connected to the same identifiers your CRM and POS already use, so you can attribute outcomes without guessing.
This means using a mobile wallet integration that carries a stable pass ID and campaign/source tags through issuance, engagement, and redemption, then joins those events back to CRM profiles and POS transactions for clean attribution and ROI reporting.
Unique IDs And Campaign Tagging (What To Track Per Pass)
Start with one rule, every pass needs a stable identifier you can carry end to end. That identifier is what lets you join wallet events to CRM profiles and POS transactions later, even if the campaign link gets forwarded or the customer shows up in-store instead of online.
In practice, you want three “join keys” present from day one:
- Pass ID: unique per issued pass (never reused)
- Campaign or Source Tags: where the pass came from (email, SMS, paid, in-store QR), plus the offer or creative variation
- Customer Reference: a CRM customer ID when you have it, or an anonymous token you can later resolve (hashed is common)
This is the difference between “this campaign got saves” and “this campaign drove redemptions and revenue across these customer segments.” It also keeps attribution clean because you are mapping engagement to a deterministic ID, not relying on cookies or last-click assumptions.
Linking Wallet Activity To Customer Profiles And Purchases
Once IDs are consistent, the connection is just plumbing: wallet events flow into the same place your customer data lives (CRM, CDP, or a warehouse), and POS events get joined using the shared key.
There are two common ways teams do this:
Link at issuance (CRM-first). When someone requests a pass, you issue it with the customer reference already attached. From there, every wallet event can be written back to the CRM timeline as engagement activity. This works well for loyalty and membership because the customer identity exists early.
Link at redemption (POS-first). If you do not know the customer up front, capture the pass ID at scan or checkout, then join it to the transaction record and any loyalty identifier collected at POS. This works well for coupons, tickets, and campaigns that start anonymous and become known later.
Either way, your “source of truth” becomes the combination of wallet event logs plus POS outcomes, joined by pass ID. That is what unlocks reporting like revenue per pass, redemptions per location, and repeat behavior by campaign.
Proving ROI (Revenue Lift, Repeat Rate, Cost Per Redemption)
With CRM and POS linkage in place, ROI stops being a vague marketing claim and becomes straightforward measurement.
Revenue lift is best proven with an incrementality approach, holdout groups when you can, or matched cohorts when you cannot. Compare purchase rate, average order value, or total revenue between customers who received and used a pass versus a comparable group that did not.
Repeat rate is where wallet programs often win long-term, but only if you measure it properly. Use the joined dataset to track how many redeemers come back within a defined window (30, 60, 90 days), and compare repeat behavior by campaign and offer type.
Cost per redemption is the efficiency check. Take total campaign costs (media, creative, platform, incentives) and divide by validated unique redemptions. This is the same logic as cost-per-result metrics in performance marketing, just anchored on wallet redemption as the result.
