Wallet Pass Analytics: What to Measure (and Where)

A pass program you can't measure is a guess. Wallet pass analytics answer three questions: who installed, who's engaging, and what happened at the door — and the answers belong in your CRM, not a vendor dashboard.

The metrics that matter

• Install rate — passes added versus links sent; your adoption headline and A/B lever.
• Active passes — installed and not removed; the real reachable audience for push messaging.
• Scan events — check-ins and redemptions by location, date, and staff; the ground truth of engagement.
• Message performance — pushes sent versus scans that follow; which offers actually move people.

Why native reporting wins

When every install, update, and scan is a Salesforce record, wallet pass analytics are just… reports. Segment engagement by tier in a dashboard, trigger a win-back Flow when a pass is removed, and correlate scans with revenue on the same object — no exports, no second analytics tool, and CRM Analytics can go deeper if you have it. See analytics & reporting, and how scans get captured in the scanner guide.