Analytics
Charm → Analytics answers one question: is the loyalty program paying for itself? Every figure comes from your own store data — no estimates, no benchmarks pretending to be your numbers.
Choosing a period
A period selector sits at the top of the page: Today, Yesterday, Last 7 / 30 / 90 days, This month, Last month, All time, or a custom range. Turn on Compare to previous period and each headline metric gains an up/down figure against the equivalent window before it.
Anything that says lifetime ignores the selected period on purpose — retention and breakage only mean something across a member’s whole history.
The tabs
Overview
The headline set: program revenue, reward cost, return on investment, active members, points issued vs redeemed, and outstanding liability. Read it as a single sentence — this much revenue came from members, these rewards cost that, here’s the ratio.
Growth & ROI
- Program revenue — revenue from orders placed by loyalty members in the period.
- Reward cost — the value of rewards members redeemed in the period.
- Return on investment — loyalty revenue ÷ reward cost. Higher is better; the chart plots the two series together so you can see them diverge.
- Outstanding liability — what you would owe if every unspent point were redeemed at once. It is a ceiling, not a forecast.
- VIP perk savings and cashback issued break out what tiers and cashback specifically cost you.
Points & rewards
Points earned, points redeemed, and the number of redemptions, plus two ratios worth watching:
- Redemption rate — points redeemed ÷ points earned. Very low means points aren’t reaching a reward customers want; very high means your rewards may be too cheap.
- Breakage rate — the share of issued points that expired before anyone redeemed them, lifetime. Lower is better.
Top earning sources shows where points come from (orders, signup, referrals, birthdays, reviews, claimed rules, manual adjustments, newsletter and SMS signups, Shopify Flow, order edits), and Top rewards redeemed shows which rewards members actually pick.
Customers
Retention, measured across all members rather than the selected period:
- Repeat-purchase rate — members with 2+ orders ÷ members with at least one.
- One-time buyers — bought exactly once. This is the audience a win-back campaign exists for.
- Average orders per buyer and at-risk members (bought before, since gone quiet).
- Member impact — the share of all your store’s orders that came from members, plus member average order value against the store’s.
Member growth charts new enrollments over time.
VIP & memberships
Per-tier member counts, annual spend, and purchase frequency, each compared against your base tier, so you can see whether a tier actually changes behavior or just hands out perks. Alongside it, paid membership figures: active, in grace, and expired members, membership revenue, monthly recurring revenue, new members this month, memberships expiring within 30 days, renewal rate, and 30-day churn.
Spend and frequency here cover the trailing 12 months.
Referrals
Total referrals, how many converted to a first order, the conversion rate, and your share rate — the portion of members who have referred at least one friend. A healthy program usually needs the share rate to move before conversion does.
The Advisor
At the top of Analytics, the Advisor reads your program the way a consultant would and writes a short list: What’s working, and To improve. Tips are specific to your data — a redemption rate that has stalled, a tier nobody reaches, an earning rule that pays nothing.
Dismiss any tip you have decided against, and it stays gone. Tips you fix disappear on their own and are marked as resolved.
Exporting
Export CSV downloads the current view with the period you have selected, for your own spreadsheets or reporting. To pull the underlying customer and points records instead, see Export your Charm data.