> 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
This page defines every metric used in the Statistics dashboard so data can be interpreted accurately and compared over time.
Real-world examples
* 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.
## Core metrics
The metrics below are the main reference points used across the [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) dashboard. 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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) | `COUNT(Pass:Created)` in the selected period | [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) summary tiles |
| [Passes Installed](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) | `COUNT(Pass:Installed)` in the selected period | [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) summary tiles |
| [Passes Uninstalled](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) | `COUNT` of passes whose active installation count reached `0` in the selected period | [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) summary tiles |
| [Activation rate](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) | `(Passes Installed ÷ Passes Created) × 100` | [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) breakdown table |
| [Churn rate](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) | `(Passes Uninstalled ÷ Active installations at start of period) × 100` | Used as an interpretation metric alongside [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9) summary tiles |
### [Passes Created](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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 [Statistics](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9).
### [Installed Passes by Medium](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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](broken://spaces/EsokFUBfsbM9mlwavmMB/pages/OHbNFPmU45yCLxKLUbY9)
**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
Why can Passes Installed be higher than expected on Apple Wallet?
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.
Why does Passes Uninstalled not always match simple removal events?
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.
What does a low activation rate usually mean?
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.
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