> For the complete documentation index, see [llms.txt](https://docs.thewalletcrew.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.thewalletcrew.io/guides-monitoring/monitor/kpi-definitions.md).

# KPI definitions

Define the metrics used in Analytics dashboards and how to interpret them over time.

This page defines every metric used in the Analytics dashboards so data can be interpreted accurately and compared over time.

<details>

<summary><strong>Real-world examples</strong></summary>

* A marketing team compares **Passes Created** and **Activation rate** after an email campaign to see whether distribution reached wallets efficiently.
* An operations team reviews **Passes Uninstalled** and **Churn rate** after a seasonal expiry wave to understand whether renewal is working.
* A growth team checks installs by **Medium**, **Tag**, and **Host** to identify which entry points drive the most wallet adoption.

</details>

## Core metrics

The metrics below are the main reference points used across [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md). The summary table helps with quick lookup, while the definitions below explain how to interpret each number in context.

| Metric                                                                   | Formula                                                                              | Where to find it                                                                                                            |
| ------------------------------------------------------------------------ | ------------------------------------------------------------------------------------ | --------------------------------------------------------------------------------------------------------------------------- |
| [Passes Created](/guides-monitoring/monitor/analytics-dashboards.md)     | `COUNT(Pass:Created)` in the selected period                                         | [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md) summary tiles                                    |
| [Passes Installed](/guides-monitoring/monitor/analytics-dashboards.md)   | `COUNT(Pass:Installed)` in the selected period                                       | [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md) summary tiles                                    |
| [Passes Uninstalled](/guides-monitoring/monitor/analytics-dashboards.md) | `COUNT` of passes whose active installation count reached `0` in the selected period | [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md) summary tiles                                    |
| [Activation rate](/guides-monitoring/monitor/analytics-dashboards.md)    | `(Passes Installed ÷ Passes Created) × 100`                                          | [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md) breakdown table                                  |
| [Churn rate](/guides-monitoring/monitor/analytics-dashboards.md)         | `(Passes Uninstalled ÷ Active installations at start of period) × 100`               | Used as an interpretation metric alongside [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md) tiles |

### [Passes Created](/guides-monitoring/monitor/analytics-dashboards.md)

**Passes Created** is the total number of pass records created in the platform during the selected period.

The formula is `COUNT` of `Pass:Created` events in the period.

This metric measures distribution volume. Compare it to **Passes Installed** to understand what share of issued passes reached a wallet.

### [Passes Installed](/guides-monitoring/monitor/analytics-dashboards.md)

**Passes Installed** is the number of passes added to Apple Wallet or Google Wallet during the selected period.

The formula is `COUNT` of `Pass:Installed` events in the period.

On Apple, this counts per device. On Google, this counts per account. For the full tracking model, see [What The Wallet Crew tracks](/guides-monitoring/monitor/what-the-wallet-crew-tracks.md).

This is the primary engagement signal. A pass in a wallet can receive notifications, be scanned, and deliver ongoing value.

### [Passes Uninstalled](/guides-monitoring/monitor/analytics-dashboards.md)

**Passes Uninstalled** is the number of passes fully removed from all wallets during the selected period.

The formula is `COUNT` of passes where active installation count reached `0` during the period.

Removing a pass from one device does not count as uninstalled if it remains on another device.

This is the primary churn signal. Track it alongside **Passes Installed** to understand net wallet base change.

### [Activation rate](/guides-monitoring/monitor/analytics-dashboards.md)

**Activation rate** is the share of created passes that have been installed at least once.

The formula is `(Passes Installed ÷ Passes Created) × 100`.

Example: `23,500 installed ÷ 28,400 created = 82.7% activation rate`.

This metric measures distribution effectiveness. A low rate means passes are being created but not reaching wallets. Review the distribution channel and the friction in the **Add to Wallet** flow.

Email distribution typically yields `20–40%`. Contextual in-app distribution can exceed `70%`.

### [Churn rate](/guides-monitoring/monitor/analytics-dashboards.md)

**Churn rate** is the share of active pass holders who removed their pass during the period.

The formula is `(Passes Uninstalled ÷ Active installations at start of period) × 100`.

Elevated churn often follows a campaign with irrelevant content, or pass expiry without renewal. Investigate spikes against the campaign calendar.

## Source breakdown metrics

These metrics explain where installed passes came from. They help compare channels, campaigns, and page-level entry points inside [Analytics dashboards](/guides-monitoring/monitor/analytics-dashboards.md).

### [Installed Passes by Medium](/guides-monitoring/monitor/analytics-dashboards.md)

**Installed Passes by Medium** groups installations by distribution channel.

Use this to compare channels such as email, ecommerce, or store distribution. `Not specified` means the pass was installed without a tracked source, such as device transfer or sharing.

### [Installed Passes by Tag](/guides-monitoring/monitor/analytics-dashboards.md)

**Installed Passes by Tag** groups installations by campaign or segment tag.

Use this to compare campaign variants, audiences, or partner-specific distributions. Tags are set when the distribution link is generated.

### [Installed Passes by URL / Host](/guides-monitoring/monitor/analytics-dashboards.md)

**Installed Passes by URL / Host** groups installations by the page URL or domain where the **Add to Wallet** button was displayed.

Use this to compare landing pages, ecommerce flows, and domains. It helps identify which entry points drive wallet adoption most efficiently.

## Understanding the % change indicator

Every KPI tile compares the selected period against the equivalent prior period. A **Last 30 Days** view is compared with the previous 30 days.

* Green arrow up = improvement versus prior period
* Red arrow down = decline versus prior period

For **Passes Uninstalled**, an increase is shown in red because more churn is a worse outcome.

## FAQ

<details>

<summary>Why can Passes Installed be higher than expected on Apple Wallet?</summary>

Apple counts installations per device. The same person can generate more than one installation by adding a pass to multiple devices or by moving to a new phone.

</details>

<details>

<summary>Why does Passes Uninstalled not always match simple removal events?</summary>

A pass is counted as uninstalled only when its active installation count reaches zero. If it still exists on another device, it is not fully uninstalled yet.

</details>

<details>

<summary>What does a low activation rate usually mean?</summary>

It usually means passes are being issued, but not enough people complete the **Add to Wallet** step. The first areas to review are channel quality, visibility, and friction in the install flow.

</details>


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