Operational Guide for Tracking Digital Wallet Adoption and Push Notification Efficiency
1. Digital Wallet Lifecycle
Growth & Retention Evolution:
Logic: Tracks the net difference between PASS_INSTALLED and PASS_UNINSTALLED events.
Operational Insight: Use this to identify "Push Fatigue." If uninstalls spike after a specific campaign, the messaging frequency may be too high.
Platform Distribution: * Provides a breakdown between Apple Wallet and Google Wallet users to ensure cross-platform compatibility of your card designs.
2. Acquisition & Conversion Funnel
Installation Source Efficiency:
Tracks which touchpoints (Shopify, POS QR codes, or Email) are driving the most wallet installs.
Campaign Click-Through Rate (CTR):
Measures how many customers interact with your lock-screen notifications.
Note: High CTR on "Points Added" notifications typically correlates with higher immediate repeat-purchase behavior.
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