Too many brands dive into loyalty programs with excitement, only to struggle when it’s time to measure success. Are we improving customer retention? Boosting average order value? Driving real customer engagement? The truth is, metrics matter. Without them, loyalty becomes guesswork.
In this article, we’ll highlight the metrics that truly move the needle—from customer lifetime value (CLV) and redemption rates to net promoter scores (NPS) and repeat purchase rates. We’ll explain what each one means, why it matters, and how to track them using tools like QR Codes and short links across both digital and physical touchpoints. Whether you’re optimizing customer experience or increasing the number of loyal customers, these insights will give your loyalty strategy the edge it needs to deliver valuable, measurable results.
Note: The brands and examples discussed below were found during our online research for this article.
Loyalty metrics worth tracking (and what they tell you)
It’s one thing to have a loyalty program, and another to know if it’s actually working. For digital marketers, tracking the right metrics can make the difference between a loyalty strategy that drives measurable value and one that quietly fizzles out. But here’s the catch: Not every insight comes from a single tool.
Bitly excels at collecting foundational engagement data—like clicks, peak traffic dates, location, device type, and top-performing channels—and it’s even more powerful when paired with platforms like Google Analytics and your CRM or e-commerce suite. Together, these tools help you uncover the full story behind customer behavior, both online and offline.
Let’s look at the metrics that matter most when creating personalized loyalty programs with QR Codes—and what they can reveal about your program’s performance.
Repeat purchase rate
Why it matters: Repeat purchase rate shows whether your loyalty program is encouraging members of your target audience to return.
How to track: Use links created with the Bitly URL shortener in follow-up emails or post-purchase reward messages. When customers click on those links to reorder or claim offers, it’s a clear sign of loyalty program success. Integration with your e-commerce platform can further break down engagement rate and participation rate in any rewards program, giving you hard numbers about how much extra revenue repeat purchases provide.
Example: Send new customers a thank-you email after a first purchase with a Bitly link to a time-limited discount for loyalty program members and an invitation to join within the specified timeframe. Once you start to see click-throughs, increased loyalty program sign-ups, a growing enrollment rate, and repeat customers, you know the loyalty loop is in motion and working to limit the churn rate.
Customer lifetime value
Why it matters: CLV tracks how much revenue the average customer brings in over their entire relationship with your brand. It involves a variety of key performance indicators (KPIs), including customer retention rate (or customer churn), purchase frequency, and total revenue over a specific period.
How to track: CLV requires collecting considerable data over time in your ecommerce software, and integrating unique links managed via Bitly Campaigns can highlight which interactions (e.g., customer loyalty program offers for non-members, high-value customer feedback promotions, discounts targeting specific demographics, etc.) correlate with longer-term spend.
Example: Use Bitly links in onboarding emails that promote educational content. If higher CLV customers consistently engage, you’ve identified a growth touchpoint.
Redemption rate
Why it matters: Redemption rate tracks the percentage of users who redeem loyalty program offers in a given period. This data tells you whether members find your rewards valuable and usable.
How to track: Place Bitly-powered QR Codes on printed loyalty program coupons or physical mailers that let users redeem points for discounts or exclusive access to new products. You can then track how often people scan these codes and better gauge the total number of customers who find your program beneficial.
Example: If a QR Code on a holiday postcard offering existing customer loyalty program members free shipping shows strong scans, that’s proof that your physical touchpoint is driving digital redemptions.
Referral participation
Why it matters: Referral participation reveals whether loyal customers have developed an emotional connection with your company brand and are engaging in the brand loyalty advocacy required to grow your customer base organically.
How to track: Assign unique Bitly links to each referral source, such as individual influencers, social media posts, or VIP members. Then, you can tag these links individually in Bitly Campaigns and gauge the customer acquisition value of each based on the number of respondents they deliver.
Example: Share unique referral short links with different brand advocates on LinkedIn for valuable insights. When a specific advocate drives 80% of new sign-ups, you know who’s fueling growth.
Engagement with loyalty communications
Why it matters: Tracking how loyalty program members engage with your group communications shows which messages are landing and which need refinement.
How to track: Embed unique Bitly short links into each loyalty program email, SMS message, and push notification—then track user click rates in the Bitly Analytics dashboard.
Example: Do you find that a monthly loyalty newsletter with multiple product previews gets the most clicks on the unique link for one specific reward? Double down on that incentive with an SMS blast featuring just that reward.
Customer retention
Why it matters: Retention rate is the ultimate sign of loyalty program health. NPS measures customer satisfaction and loyalty by asking how likely someone is to recommend your brand on a scale of 0–10. High NPS often correlates with stronger retention and lower churn.
How to track: Use Bitly links in lifecycle campaigns—like win-back emails or anniversary offers—and monitor repeat engagement. You can quickly gauge NPS by linking to simple satisfaction surveys as part of retention campaigns that offer repeat customers access to better deals and unique promotions.
Example: A lapsed customer clicks a Bitly link in a reactivation campaign and returns to purchase? That’s loyalty, reactivated.
Customer satisfaction
Why it matters: Satisfied customers stick around longer and drive more revenue over time. Unsatisfied customers can become detractors and actively erode your brand with bad word-of-mouth.
How to track: Add short links or QR Codes that connect buyers to surveys and NPS forms post-purchase. Then follow up by tracking how many customers are taking advantage of this resource. If you find that uptake is low, you can incentivize feedback with extra loyalty points or a unique discount coupon. Seeking feedback serves two purposes: It lets your customers feel they are being heard, and helps you learn how to improve your loyalty program.
Example: A Bitly QR Code on an in-store receipt can link to a one-click NPS survey that your ecommerce platform tracks and rewards with loyalty points. If you use a unique QR Code for each store and encourage employees to mention the survey at checkout, you can track how effective the campaign is at each location and act accordingly.
Average order value
Why it matters: Higher average order value (AOV) often means your loyalty program is pushing the right levers. In general, the more each customer buys at once, the less overhead you face for each dollar earned. Increasing AOV is a worthy goal, and one that loyalty programs can help you achieve.
How to track: Use unique Bitly links integrated with your ecommerce platform to segment performance by offer, like tiered rewards, bundles, or limited-time upsells.
Example: Maybe you find customers who click on a Bitly link promoting a VIP bundle spend 40% more? Use that insight to build more bundles that encourage upselling and increased order sizes.
How Bitly helps you measure loyalty in action
Loyalty isn’t just a concept—it’s a measurable, evolving relationship. But without the right tools, proving the value of your loyalty program can feel like guesswork. That’s where Bitly shines. We aim to give you real-time visibility into what’s working and what needs a tweak. Here’s how to turn every customer interaction into trackable, actionable insight.
Create QR Codes and links for every touchpoint
Bitly helps you connect digital and physical experiences with branded short links and Dynamic QR Codes that feature updatable destinations. From post-purchase follow-ups to in-store signage, every scan or click becomes a data point in your loyalty strategy.
Example: Add a QR Code to increase loyalty program signups on your product packaging that directs users to a program landing page with reward instructions. Or, include a short link in your thank-you email that takes customers to their points summary. The Bitly Analytics dashboard tracks each scan or click so you can see exactly how customers engage.
Use campaigns and tags to compare performance
One of the best ways to fine-tune your loyalty program is to test what resonates with different audiences. Bitly makes this easy with campaigns and custom link tags that let you organize your links by offer type, region, customer segment, or any other scheme you find useful.
Example: Let’s say you’re testing two referral offers—one for free shipping and one for bonus points. With unique Bitly links and proper tagging, you can instantly compare which version drives more engagement and referrals. Want to know if a given campaign performs better in Austin than Atlanta? Bitly’s city and country-based location data has you covered.
Optimize loyalty engagement in real time
The Bitly Analytics dashboard isn’t just a reporting tool—it’s a live feedback loop. With instant insights into short link, Bitly Pages, and QR Code performance, you can adapt faster and get better results.
Example: Noticing a lack of clicks on your birthday reward email? Swap in a more compelling offer or update the placement of your call-to-action. See an unexpected spike in scans from in-store displays? Double down on that format next quarter—or even next week.
Track the loyalty metrics that actually matter with Bitly
Loyalty programs thrive on insight. Without clear data, it’s nearly impossible to know what’s driving repeat purchases, boosting customer satisfaction, or increasing average order value.
Bitly empowers teams to track real engagement—every scan, click, and conversion—so you can measure what’s working and fine-tune what’s not. From redemption rate to referral participation, Bitly connects the dots across digital and physical experiences, giving marketers a real-time view of loyalty in action.
Ready to build smarter, data-driven loyalty campaigns? Start tracking the metrics that matter most with Bitly. Explore our pricing plans and find the right fit for your team.
