What The Wallet Crew tracks
Understand which wallet events The Wallet Crew tracks, how installs are counted, and where Apple and Google set limits.
The Wallet Crew tracks pass activity through events generated at each meaningful moment in the pass lifecycle. This page explains what is tracked, how installation counting works, and what cannot be tracked, along with the Apple and Google platform rules behind those limits.
This makes it easier to configure reports, align expectations across teams, and decide which signals can be used for campaign analysis or operational follow-up.
Real-world examples
A marketing team checks whether wallet installs can be tied back to email, ecommerce, or store traffic.
An operations team confirms whether a pass removed from one device is treated as fully uninstalled or still active elsewhere.
A CRM team validates which wallet signals can be synced automatically and which ones do not exist on Apple or Google.
What The Wallet Crew tracks
The Wallet Crew records the lifecycle events that wallet platforms expose and that the pass flow can reliably generate. Some events describe the pass itself, while others describe what happened on a wallet or device.
Pass creation
A pass record is created in The Wallet Crew when a pass is issued. This can happen through the API, after account creation, when a pass layout is displayed, or through a connector.
A created pass exists in the platform even if no one has added it to a wallet yet. Creation shows issuance. It does not confirm adoption.
Pass installation
The platform tracks when a pass is added to a wallet. Installation counting works differently on Apple Wallet and Google Wallet because each provider defines installation in its own way.
Apple Wallet tracks each device individually. Adding the same pass to an iPhone and an Apple Watch counts as two installations. Moving to a new phone also creates a new installation.
Google Wallet tracks installation per Google account. Multiple Android devices connected to the same account count as one installation.
Two counters exist for each pass:
Active installations — decreases when the pass is removed from a wallet
Total installations — cumulative and never decreases
These counters serve different purposes. Active installations show how many valid wallet presences still exist. Total installations show how many times the pass has ever been installed.
Installation source
When a customer taps an Add to Wallet button, The Wallet Crew captures the source context of that action. This helps connect wallet adoption back to the campaign or page that triggered it.
Medium — the distribution channel, such as email, ecommerce, or store
Tag — custom campaign or segment tags
URL — the exact page where the button was displayed
Host — the domain of that page
Source data is not available when a pass is installed through device transfer, phone sharing, or other system-level mechanisms. In those cases, the wallet platform completes the install without sending the original acquisition context back.
Pass removal
The Wallet Crew tracks when a pass is removed from a wallet. Each removal decreases the active installation count.
When the active installation count reaches zero, the pass is fully uninstalled. This matters for churn analysis because a pass removed from one device may still remain active on another.
Updates sent
Each push update delivered to a device is recorded. This makes it possible to review update activity over time and understand how often pass content is being refreshed.
Scans
Each barcode scan is recorded, including the scanned data and scan type. This makes scan history useful for redemption and operational verification.
Push notifications sent
Each push notification sent to a device is recorded, including its content and the wallet provider. This confirms that the notification was sent through the platform.
What cannot be tracked
These are privacy decisions made by Apple and Google to protect customers, not limitations of The Wallet Crew. Every wallet platform faces the same constraints.
Some signals seem natural to expect, but the wallet providers do not expose them. When the platform does not receive the data, it cannot report it later.
Pass opens or views
Apple and Google do not report whether a customer viewed a pass. There is no equivalent of an email open rate for wallet passes.
Push notification tap rates
Delivery can be confirmed. Whether the customer tapped the notification is not reported by either platform.
Geo-trigger activations
Location triggers fire on the device. The device does not report back to the issuer when this happens.
Per-device count on Google
Google tracks installation per account. Three Android devices on one account still count as one installation.
Pass state — voided and expired
The Wallet Crew does not impose a fixed status model on passes. Pass state comes from source data and is mapped through the template engine to the Apple and Google wallet attributes that control display and behaviour.
Pass is used or consumed
voided: true — appears grayed out in Apple Wallet
state: COMPLETED or INACTIVE — moves to the Expired section
Pass has expired over time
expirationDate — removed from active passes after this date
validTimeInterval — automatically moves to expired when the interval ends
When the source data changes, The Wallet Crew updates the pass and pushes the change to the device automatically. This keeps the wallet state aligned with the business state without manual intervention.
Using this data
Tracked wallet events are useful across marketing, operations, and CRM workflows. They help teams act on real lifecycle signals rather than assumptions.
Trigger a CRM update when a pass is first installed to confirm wallet opt-in
Identify customers who have uninstalled their pass as a churn signal
Attribute installs back to source channel with Medium and Tag
Use scan events to confirm redemption at point of sale
For downstream use, see Query your data — Insights API for programmatic queries and Send wallet events to your tools for real-time delivery.
FAQ
Why can one person generate more than one installation?
On Apple Wallet, installation is counted per device. The same person can install a pass on an iPhone and an Apple Watch, or generate a new installation after changing phone.
Why is a pass not counted as uninstalled after one removal?
A pass is counted as uninstalled only when its active installation count reaches zero. If it still exists on another device or wallet context, it remains active.
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