Bonus Report Metrics: Loyalty Program Analytics

Bonus Report Metrics: Loyalty Program Analytics

The Analytics → Bonuses → Metrics tab in IZI CRM consolidates the key performance indicators of your club’s loyalty program for any selected period: how many bonuses were accrued (virtual points credited to a player’s account for a top-up or promotion), how many were redeemed at payment, what the outstanding balance across your entire base looks like, and how actively clients are using what they’ve accumulated. To open the metrics, navigate to Analytics → Bonuses, select the Metrics tab, set a date range, and pick a location. Data updates in real time as transactions occur. IZI displays each metric alongside a delta relative to the previous period, so you can see trends without manual calculations. Owners who review these numbers regularly catch when a program starts “burning money” instead of bringing clients back — and adjust the terms before it affects margin.

What the Metrics Tab Shows

Accrued Bonuses

The total volume of bonuses added to client accounts during the period. It comes from two sources:

• Automatic accruals — triggered when a player meets the top-up bonus program condition: they top up above a set threshold and immediately receive a percentage of that top-up as bonuses. This is the bulk of accruals.
• Manual adjustments — an administrator added bonuses by hand: a compensation, a gift for a review, or an individual case.

The breakdown by accrual type is visible on the Operations tab.

How to read it: accruals should grow in proportion to club turnover. If turnover is up 20% but accruals are up only 5%, fewer clients are likely reaching the top-up threshold. Check whether the typical top-up amount has shifted.

Parametric benchmark: expected accruals for a period ≈ average bonus percentage × total top-ups for the period. If the actual figure is significantly lower, either top-ups are too small to hit the threshold, or a portion of clients isn’t enrolled in the program.

Redeemed Bonuses

The total volume of bonuses spent by clients when paying for services during the period. Redemption happens at session close or at point of payment — partially, within the limit configured per tariff.

How to read it: the ratio of redeemed to accrued bonuses is the primary health indicator of your program.

Redeemed / Accrued ratio	What it means
Below 30%	Bonuses accumulate but are rarely spent — likely a visibility or tariff-limit issue
30–70%	Normal operation: some bonuses are redeemed, some are waiting
Above 80%	Bonuses are redeemed quickly — limits may be too high or accrual too generous
Near 100% for the period	No growing “hook” in the base; clients have no future incentive to return

This ratio depends heavily on program maturity: in the first 2–3 months after launch, bonuses accumulate faster than they’re spent — that’s expected. A stable equilibrium typically develops after 3–6 months.

Outstanding Bonus Balance

The total bonus balance across all clients at the end of the selected period. This is a deferred obligation — money clients will come back to spend.

How to read it: the balance should grow gradually, meaning the base is accumulating “return hooks.” But if the balance grows rapidly without proportional growth in redemptions, bonuses are piling up without being used — the program isn’t functioning as a retention tool.

Benchmark: a balance within 15–25% of total accruals over the past 12 months is a healthy buffer. Above 40% is a signal to investigate why players aren’t redeeming.

Useful cross-cut: check how many clients have a non-zero balance. If 70% of your base has bonuses but only 20% is redeeming — this is a communication problem, not a program design problem.

Conversion: From Accumulation to Redemption

The share of clients with a non-zero balance who redeemed bonuses at least once during the selected period — in other words, the percentage of clients who have bonuses and actually used them.

Formula:

Conversion = clients who redeemed bonuses / clients with non-zero balance × 100%

Conversion is the most important metric for evaluating whether the loyalty program works as a retention tool. High conversion means players remember their bonuses, see them in the interface, and visit the club partly because of them.

How to interpret it:

Conversion	Signal
Below 20%	Program isn’t engaging — players don’t know about bonuses or can’t use them
20–50%	Functional range — room to grow through reminders and lower redemption limits
Above 50%	Strong engagement — verify the economics aren’t too easy on the redemption side

Average Bonus Balance per Client

The outstanding balance divided by the number of clients with a non-zero balance. Shows how “loaded” a typical loyalty-enrolled player is.

How to use it: compare this figure to your AOV (average order value per visit). If the average bonus balance is ≥ 1× AOV, clients have enough bonuses for a full “bonus visit,” which strengthens the motivation to return. If the balance is far below AOV, bonuses feel trivial — not enough to create a sense of “I’ve saved up for something.” Consider raising the accrual percentage or lowering the first threshold level.

How to Read the Metrics: Practical Workflow

Weekly Check (5–10 minutes)

1. Open Analytics → Bonuses → Metrics, select the last 7 days
2. Check accrued bonuses — are they up or down versus the previous week?
3. Look at the redeemed/accrued ratio — is it stable or shifting?
4. If conversion dropped more than 10 percentage points — check whether tariff settings changed (bonus redemption limit) or whether there was a technical issue
5. If the outstanding balance grew — that’s positive; if it’s stagnant or falling, accruals may be insufficient to build a retention anchor

Monthly Review (15–20 minutes)

1. Set current month and previous month side by side
2. Compare accrual growth to turnover growth — are they moving together?
3. Track conversion month over month — is it rising as the program matures?
4. If the balance is growing fast — check the Tags tab to find segments with the highest accumulated-but-unspent balance. Run targeted outreach: “You have N bonuses — spend them before the end of the month”
5. Check the share of bonus payments in total revenue: if it exceeds 25–30%, consider revising the program terms

Program Economics: What to Measure

The top-up bonus program costs the club real money. Evaluate it not by the raw volume of accruals but by how much incremental revenue it generates.

Parametric ROI calculation:

Incremental AOV from the program = AOV of clients with a bonus balance
                                 − AOV of clients without a bonus balance

Program cost = accrued bonuses × average redemption rate
               (not all accrued bonuses will be spent)

Program ROI = (Incremental AOV × number of clients with balance − Program cost)
             / Program cost

Specific numbers depend on your tariff, accrual percentage, and base behavior — all parameters you set in the program settings. The logic: the program works when the revenue uplift from loyal clients exceeds the cost of issued bonuses.

Signals and Actions Table

Metric	Signal	Possible action
Accruals falling while turnover grows	Clients aren’t reaching the threshold	Lower the first top-up threshold
Conversion below 20%	Players aren’t spending accumulated bonuses	In-app reminders, staff training
Balance > 40% of annual accruals	Bonuses aren’t working as a return hook	Add an expiry date to bonuses
Bonus payment share > 30% of revenue	Program is too generous	Lower accrual percentage or redemption limit
Average balance far below AOV	Bonuses feel insignificant	Raise accrual percentage or lower the threshold

Related Sections

• Bonus Report — Operations — detailed log of every accrual and redemption per client
• Bonus Report — Tags — metrics breakdown by custom client segment labels
• Bonus Balance — what it is, how it’s accrued, and how it’s spent
• Daily Analytics — daily revenue breakdown including bonus payments
• AOV in a Gaming Club — average order value and its relationship to the loyalty program