Loyalty – Reporting and Dashboard

The loyalty dashboard (Marketing → Overview) is where you quickly see how the program is doing. It consists of four KPI cards. This article walks through them and how to act on the numbers.

Open the dashboard

Marketing → Overview

At the top of the Overview tab are four loyalty KPI cards (above the CRM overview). Numbers load on page load – no cached values.

The four KPI cards

1. Members

Definition: Total number of loyalty members at the restaurant (everyone auto-enrolled – the card does not filter on recent activity).

Action if low: Train staff to ask for phone numbers at payment, or enable SMS receipt as default so more customers get created and can become members.

2. Points liability

Definition: Sum of all member point balances (outstanding points).

Interpretation:

• Large and growing = guests earn but don't redeem – expiry risk and a growing "future discount"
• Use automations to encourage redemption

3. Gift cards outstanding

Definition: Total balance on active gift cards (in SEK) + number of active cards.

Interpretation: This is a real liability until cards are redeemed or expire. Track it over time.

4. Unredeemed stamp cards

Definition: Number of guests with a completed, not-yet-redeemed stamp card reward.

Action: High numbers = rewards waiting. Remind guests on their next visit.

NOTE – what the dashboard does NOT include (currently): redemption rate, tier distribution (pie), time-series charts, top-10 list, and CSV export are not in the loyalty view. The member list is under Marketing → Loyalty → Members; deeper analysis requires the Analytics++ module (its own insights/reports, not loyalty-specific).

Export for the accountant

Loyalty balance is not a recorded liability in Swedish GAAP (it's a future discount, not a payment obligation). But for internal reconciliation you can export:

• Total outstanding balance per restaurant
• Last earned and redeemed per month
• Ledger for specific members

See article "Loyalty points – accounting" in the bokforing KB for full accounting treatment.

Next steps

When reading the dashboard:

1. Daily: Quick glance – is inflow and activity ok?
2. Weekly: Redemption rate + tier distribution – trends
3. Monthly: Deeper analysis – top 10, campaign effect, adjust tiers if needed

Tip: Set a monthly calendar reminder for "Loyalty review" – it's the difference between a program that merely exists and one that actively drives revenue.