Measure link clicks in passes
See which links customers tap inside their wallet pass, and feed those clicks into the marketing stack.
A wallet pass is full of links. The back of a loyalty card points at the online store, the store locator and the terms. An event ticket carries directions, parking and merchandise buttons. A message promotes the current campaign. Every one of those is a touchpoint, and without tracking none of them report anything: the customer leaves for the destination site and the wallet disappears from the attribution chain.
The Wallet Crew tracks those taps automatically. Links in a pass are rewritten so that a tap passes through The Wallet Crew for a fraction of a second, is counted, and then continues to the intended destination. Nothing changes for the customer, who sees the same button and the same label, and the destination page opens as normal.
Link tracking is switched on by default for every pass type.
What happens when a customer taps
The redirect is invisible to the customer and produces one click event, which reaches reporting and the marketing stack by the same routes as installs and scans.
What gets measured
Each tap is recorded as a single click event describing which pass it came from, which link was tapped and where that link sits in the pass, which wallet the customer uses, the language of the text they read, and the destination they were sent to.
The position of the link is the most useful dimension in practice. A pass can carry a dozen links, and knowing that the store locator outperforms the online store is only possible because each link reports its own position: an action button, the back of the card, a message, and so on.
The language is recorded whenever the link sits in text that has been translated. A pass shown in French and in English stores each version separately, so the same link reports French and English taps as distinct figures rather than a single blended number.
Clicks are counted per tap, not per customer. A customer who opens the same link three times produces three events. Deduplicating into unique openers is a question for the reporting tool.
Apple and Google do not track the same things
Coverage is not identical across the two wallets, because Apple and Google allow very different things inside a pass. A campaign measured cleanly on Google Wallet can be partly invisible on Apple, and knowing where the gaps are avoids misreading the numbers.
A link is measured when it is added as a real hyperlink, a label with a destination behind it, rather than as a web address typed into the text. Both wallets turn typed addresses into tappable links by themselves, and those taps are never counted. Adding links properly in the template is what makes them measurable.
Google Wallet measures every link surface: the website and help links, the links section, promotional blocks, and hyperlinks written inside a message.
Apple Wallet measures its action buttons and the links on the back of the card. The front of the card renders its text as written, so a link placed there is neither tappable nor measurable, and the back of the card is where a measurable link belongs.
Apple notifications carry no clickable link. A pass notification is alert text on the lock screen. When a campaign puts a link in that message, customers reach it by opening the back of the card, and that is where the tap is recorded. Notification reach and link clicks stay two separate figures on Apple.
What the destination page receives
Forwarding a tap without context would make the wallet invisible in the destination site's own analytics, because the visit would land in direct traffic with no way to attribute it. To prevent that, The Wallet Crew tags the destination URL before redirecting, using standard UTM parameters that any web analytics tool already understands.
The source is reported as thewalletcrew, the medium as apple or google, and the campaign as the position of the link in the pass. Wallet traffic therefore shows up as its own channel, split by wallet, without any work on the destination site.
Campaign URLs that already carry their own tagging are forwarded untouched. If a link in a pass points at a URL that already defines a utm_source, The Wallet Crew adds nothing and leaves the existing attribution intact. An existing campaign link can therefore be dropped into a pass without disturbing how it is already being measured.
Where the clicks appear
Location: Analytics → Wallets
The Links Opened tile and the Evolution of links opened chart give totals and trends over the selected period, alongside the same figures for installs, uninstalls and updates. In the breakdown table below them, the group-by selector offers a Link Opened group that splits clicks by target URL, device, position in the pass, pass type and language, and the view can be exported as CSV.
Positions are shown in plain language rather than internal names, so the breakdown reads directly without a glossary.
Marketing automation connectors also forward each click to the brand's own platform in real time, where it builds segments and triggers scenarios in exactly the same way as any other tracked event. Brands running Bloomreach receive it as wallet_linkOpened; see Events.
The same events are available for reporting through the pass-level export described in Report, and programmatically through Query your data — Insights API for dashboards and BI workflows.
Turn link tracking off
Some programmes cannot use redirects, because of a legal constraint, a destination that rejects extra query parameters, or an external attribution stack that must own the whole chain. Tracking can be disabled for a given pass type.
As a brand manager, open the pass type in Wallet, go to Advanced configuration, and find the Link tracking section. Clear Enable link tracking and save. Links in that pass type are then published exactly as written in the template, and produce no click events.
The setting is per pass type, so a brand can track its loyalty card while leaving a co-branded partner pass untouched.