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Using Rewards analytics to monitor and optimize your strategy

Simon Akhrameev avatar
Written by Simon Akhrameev
Updated in the last 15 minutes

Rewards analytics in Growave provides valuable insights into the performance of your loyalty programs, helping you refine your shop’s strategy. This guide will walk you through the key features of the Rewards Analytics section and suggest how you can leverage the data for better decision-making.

You can access the Analytics section by navigating to Growave admin → Rewards → Analytics. Within this section, you'll find tabs for Points, Referral program, and VIP Tiers. Let’s explore each in detail.


Points analytics

The Points analytics section in Growave 2.0 (located at Growave admin → Rewards → Analytics → Points) offers a detailed overview of your points program’s performance with key metrics, including:

  • Outstanding points: The total number of points earned by customers but not yet redeemed at the time of viewing the Analytics page.

  • Active discounts: The number of unused discounts currently available.

  • Generated revenue: Revenue generated from orders where customers applied discounts generated through the Rewards program, broken down by sales channels (if multiple channels are enabled).

Growave - Analytics - Rewards - Points
  • Points redemption rate: The ratio of points earned versus points redeemed for rewards.

  • Discount usage rate: The percentage of issued discounts that customers have applied to purchases.

Growave - Analytics - Rewards - Points - metrics
  • Rewards usage: This section helps you analyze how effectively each reward is being used and what impact it has on your revenue. Data is shown for the selected date range.

You’ll see a visual chart and a table that includes the following columns:

Column

Description

Reward title

Names set in the Title filed of the reward, including those created under Ways to earn, Ways to redeem, Referrals, and VIP tiers (e.g. Leave review, Percentage discount, Free product, Referral reward, Gold tier, etc.)

Reward value

The value of the reward for the customer (e.g. $4.99, 100%)

Rewards generated

Number of times this reward was issued

Rewards used

Number of times this reward was successfully applied to orders

Usage rate

The ratio of rewards used vs. generated, showing how likely customers are to redeem this reward

Generated revenue

The total revenue from orders where this reward was used

📘 Note
If a reward rule was modified during the selected date range (e.g. changed from a points reward to a percentage discount or free product), the table will display it as separate entries, each with its own reward value and stats. This allows tracking performance for each version of the reward rule.

How to use it

  • Compare usage vs. revenue: See which rewards are frequently redeemed and drive the most revenue.

  • Optimize underperforming rewards: Rewards with low usage or $0 revenue may need adjustment or replacement.

  • Test incentives: A/B test different reward types and monitor their usage and performance here.

  • Spot top performers: Identify which rewards lead to the highest redemption and revenue to inspire new rule ideas.

The next two sections offer actionable insights into how your customers engage with your loyalty program and how redemptions impact purchasing behavior:

Growave - Analytics - Rewards - Points Participation rate
  • Participation rate: This section shows how actively your customers use the rewards program — by tracking the share of those who redeemed points among all active shoppers for each month.

Metric

Explanation

All customers

Total number of customers who placed at least one order during the selected month.

Redeemers

Customers who redeemed points at least once during or before the selected period.

Participation rate

Percentage of redeemers among all active customers during the selected month.

Use these metrics to identify seasonal trends or gaps in program awareness.

  • Redeemers vs non-redeemers: This breakdown helps you compare the purchasing behavior of customers who have used points versus those who haven’t — helping you understand the value of redemptions.

Metric

Description

Unique customers

Number of customers in each group (redeemers and non-redeemers) who placed at least one order in the selected period.

Average purchases

The average number of orders per customer in each group. Calculated as total number of orders ÷ total unique customers.

Repeat purchase rate

Percentage of customers who placed two or more orders during the selected period.

Average order value (AOV)

Average value of all orders per group. Calculated as total order value ÷ number of orders.

These comparisons can highlight the impact of loyalty incentives. For example, a higher AOV or repeat rate among redeemers may suggest that point-based incentives drive more value per customer.

The data for Generated revenue, Points redemption rate, Discount usage rate, Participation rate, and Redeemers vs. Non-redeemers can be filtered by specific periods, such as the last 30, 60, or 90 days, or you can set a custom date range based on your analysis needs. Maximum data retrieval interval for Participation rate is one year.

The next section includes the Activity log with information about customer activities, issued rewards, earned or deducted points, with dates.

You can filter points-related transactions by action types:

  • Earned

  • Redeemed

  • Expired

  • Refunded

  • Manually added or deducted

Growave - Analytics - Rewards - Points 2 (1)

Growave 1.0 provides a simplified view of statistics compared to Growave 2.0. It includes:

  • Revenue generated through the Points program.

  • The total number of points earned by customers.

  • Points redeemed for rewards.

The Activity log section retains the same options as in Growave 2.0

How to use Points analytics effectively

Use the extended analytics to make smarter decisions about your loyalty program. Here are some actionable ways to leverage your data:

  • Identify trends
    Monitor earning and redemption patterns across different timeframes to spot seasonality, emerging behaviors, or campaign results.

  • Segment your customers
    Compare Redeemers vs. Non-redeemers to understand how rewards impact repeat purchase rates, order frequency, and customer value. Use this insight to tailor your messaging and retention efforts.

  • Boost redemption
    If participation rate or redeemer counts are low, consider sending personalized reminders or improving the visibility of redemption options in the store.

  • Prevent missed engagement
    If a large number of customers are earning points but not redeeming them, try offering lower-tier rewards or adjusting redemption thresholds to motivate action before expiration.

  • Refine earning rules
    Review how many points are being issued compared to revenue generated. If you're over-incentivizing low-value actions, consider adjusting the Points-to-discount ratio or rebalancing rewards for better ROI.


Referral analytics

The Referral program analytics section (located at Growave admin → Rewards → Analytics → Referrals program) highlights key metrics to help you assess the performance of your referral campaigns:

  • Referred sales: The total revenue generated from successful referrals within the selected period.

  • Referral traffic: The number of visits generated from shared referral links across all channels within the selected period.

  • Referral conversion rate: The percentage of referred visitors who completed a purchase over the selected period.

Below these tiles, you will find a graph displaying the number of referral links shared versus the number of visits those links received, giving you a visual representation of referral engagement.

You can filter data for the same time frames as in the Points section (30, 60, or 90 days) or set a custom period.

How to use Referrals analytics effectively

  • Evaluate campaign success: Assess how much revenue the referral program generates compared to other rewards initiatives.

  • Refine referral incentives: If referral participation is low, consider adjusting rewards to make them more appealing.

  • Monitor top referrers: Identify customers who refer the most new members and explore ways to recognize or further incentivize them.

Overview dashboard

The Overview dashboard provides detailed information on individual referral events. This table helps you track the status of referred customers, order completion, and rewards issued to referrers.

The log includes the following details:

  • Referred customer: The email address of the customer who was referred.

  • Status: Indicates whether the referral has been completed or is still pending.

  • Order summary: Displays the order status and details, such as the order number and order value, if the referral resulted in a purchase.

  • Sender reward: Shows the referral reward code issued to the sender (referrer). The code is clickable and leads to the relevant discount or reward page.

  • Date: The date when the referral event was recorded.

You can use this information to monitor the health of your referral program, identify pending referrals, and confirm which referrers have successfully earned rewards.

Growave - Analytics - Rewards - Referral program - dashboard

How to use this data effectively

  • Track participant activity: Identify active and inactive members to better understand referral engagement.

  • Analyze order impact: Measure how referred members contribute to overall order volume and revenue.


VIP Tiers analytics

The VIP Tiers analytics section (located at Growave admin → Rewards → Analytics → VIP Tiers) provides valuable insights into the performance of your tier-based rewards program. Here you can set time period using the date selector for AOV and VIP Tier tiles sections, and use tier dropdown menu to view data about all tiers or selected ones.

VIP Tiers Analytics includes the following metrics:

  • Customers per tier (graph): Displays the number of customers that joined each tier over the past 6 months (fixed time frame) with monthly breakdown.

Growave - Analytics - Rewards - VIP Tiers - Trends
  • AOV: Shows the Average order value generated by VIP members during the selected period.

Growave - Analytics - Rewards - VIP Tiers - AOV
  • Tier transitions: This section shows how customers moved between your VIP Tiers over a selected time range. Each tile corresponds to a specific tier (e.g., Bronze, Silver, Gold) and includes the following data:

    • Members: Total number of customers in the tier during the selected period.

    • New: Customers who joined this tier during the selected date range (either by moving from "No tier" or from another tier) and who remained in this tier at the end of the period.

    • Lost: Customers who were in this tier at the start of the selected period but moved out of it within the same timeframe.

    • Transitions: Automatic tier changes, for example:

      • No tier → Bronze

      • Bronze → Gold

      • Silver → Bronze

    • Manually assigned by admin: Changes made manually via the customer profiles.

Growave - Analytics - Rewards - VIP Tiers - Transitions

All data in this section is based on the date range you select. Use it to monitor progression between tiers, detect churn, and evaluate the impact of your VIP program settings.

  • Activity log: In this section, you can sort and filter members by:

    • Name or email

    • Tier title

    • Date joined

Use the search bar with the filter applied to find relevant customers.

Growave Rewards program - VIP Tier - Analytics - Activity log

How to use VIP tiers analytics effectively

  • Evaluate tier performance: Compare the number of members and revenue generated by each tier to identify high-performing segments.

  • Promote tier upgrades: Use the data to create campaigns encouraging members to move to higher tiers.

  • Enhance tier perks: If a specific tier shows low engagement, consider adding more appealing benefits.


Exporting Rewards data

You can create a report for the entire Rewards program and export additional data for deeper insights.

In the AnalyticsRewards tab, click the Create a report button:

Growave - Analytics - Rewards - Export

Select a quick range (30, 60, or 90 days), or a custom range (for example, from the date you first installed Growave to the current date). Then select data types to include in the report:

Growave - Analytics - Rewards - Export (1)

The following fields are available to include in your report:

  • Email

  • Customer name

  • Birthday

  • Earned points

  • Spent points

  • Current balance

  • Expired points

  • Points expiration date

  • VIP Tier

  • Referrals

  • Active rewards

  • Issued rewards

  • Completed actions

For more details on exporting, refer to this guide.


If you have any questions or need assistance, feel free to contact us at [email protected] or use the chat icon in the bottom-right corner. We’re here to help!

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