The "Credit Analysis" feature allows you to track credit status and view data of distributed, applied, and expired credits. By analyzing the application rate and order conversion efficiency, you can optimize distribution strategies and refine application rules to improve conversion rates and drive GMV growth.
This article will cover the following:
1. Credit overview
In the SHOPLINE Admin, go to [Report & Analytics] > [Shoplytics] > [Sales and Promotions] > [Credits Analysis] to view the data of store credits.
i. Omni-Channel/ Online Store/ Retail Store
This section displays data from the"Omni-Channel," "Online Store," and "Retail Store" tab respectively. Click the corresponding tab to view it.
Some credit types can be attributed to specific channels. The following table lists the credit types and their corresponding channels.
| Channel | Credit type |
|
Online store/ Retail store （Attributed to the channel where the order is created.） |
|
| Omni-Channel |
Member Profile Completion Reward Member referral reward (new member) Manually assigned credits (including customer groups) Revert credits for cancelled order Membership Upgrade/ Extend Reward (App) |
ii. Analysis range/ Comparison range
You can use the date picker on the top right of this page to select the analysis range.
Switch on the "Comparison Range" toggle and select a comparison range. You can then compare the data between the analysis range and comparison range.
*Notes:
- The "Comparison Range" feature is not available for the "Credit Type Attribution" section.
- The comparison of "Held Credits" metric is only supported from 1 January 2023.
After you switch on the toggle, it will display the comparison data.
iii. Metric definitions
The following table defines the metrics for the credit overview :
| Metrics | Description | Remarks |
| Distributed Credits | Total credits distributed and unique customers during the selected analysis range | |
| Held Credits | By the end of the analysis range, the number of unique customers who still hold credits and the amount of credits they hold (without deducting the amount used within the analysis range). |
|
| Applied Credits | Total credits applied and unique customers during the selected analysis range | |
| Expired Credits | Total credits distributed and expired and unique customers during the selected analysis range | Only supports "Online Store" and "Retail Store" tab. |
| Orders with Credit |
GMV: Gross sales from the order that have any credits applied via the channel during the selected analysis range. Gross Orders: Gross orders that have any credits applied via the channel during the selected analysis range. Avg. Order Value: GMV ÷ Gross Orders |
*Note:
- The manually deducted credits data is not supported for display.
- Deleting customer data will not affect the metrics for distributed, applied, or expired credits. It will only affect the metrics for held credits.
- Deleting order data will not affect the metrics for distributed, held, applied, or expired credits. It will only affect the metrics for orders with credit.
2. Credit trend
In the "Credit Trend" section, you can view a chart of credit trends, with data listed according to the distribution, application, and expiration dates of the credits.
i. Overview
The overview data on the left side is only supported for the "omni-channel" tab. Hover over the proportion bar to view the channel's percentage within the omni-channel data.
ii. Credit amount/ Customers
Clicking on the "Credit Amount" drop-down menu to switch between the trend chart for credit amount and customers.
iii. Time point and legends
Hover the cursor over the dot on the chart, and it will display the detailed data for each time point.
Click on legends such as "Distributed - Omni," "Distributed - Online Store," "Distributed - Retail Store," or "Distributed - Non-Channel Specific" to switch between different line charts.
3. Credit type attribution
The "Credit Type Attribution" section attributes the distributed credits and their related orders within the analysis range based on the credit types. You can analyze the performance of each credit type through distribution, application, and expiration status.
*Note:
- This section does not support the "Comparison Range" feature.
- This section will only display the types of credits distributed within the analysis range. Credit types that were not distributed will not be shown.
i. Attribution Window settings
The "Attribution Window" refers to the N days following the distribution of credits, during which any order placed by the customer using the credits is attributed to those credits. The default attribution window is 30 days. To customize the attribution window, click Attribution Window Settings in the top-right corner and select desired attribution window.
These are the options for attribution window:
| Attribution Window | Definitions |
| On the same day | The user receives the credit of the specified type and creates an order with credits applied on the same day (24 hours). |
| 7 days | The user receives the credit of the specified type and creates an order with credits applied within 7 days (168 hours). |
| 30 days (default) | The user receives the credit of the specified type and creates an order with credits applied within 30 days (720 hours). |
| 90 days | The user receives the credit of the specified type and creates an order with credits applied within 90 days (2,160 hours). |
| 180 days | The user receives the credit of the specified type and creates an order with credits applied within 180 days (4,320 hours). |
ii. Metric definitions
The following will defines the metrics in this section:
| Metrics | Definitions |
| Distributed Credit Amount | Total amount of credits distributed during the selected analysis range |
| Distributed Credit Count | Total count of credits distributed during the selected analysis range |
| Distributed Customers | Total unique customers who received credits during the selected analysis range |
| Distributed Customers with Applied Credit | Total unique customers who received credits during the selected analysis range and applied them to any orders within the attribution window |
| Distributed Application Rate | Distributed Customers with Applied Credit ÷ Distributed Customers |
*Note: "All Types" recognizes the unique customer and order counts of all credit types, not the sum of the data across all credit types.
Example
Store A is an online fashion store that has set a credit usage rule: "For orders of at least 500, customers can apply credits for up to 10% of the total order amount." Ahead of the Double 11 event, the store manually assigned pre-sale credits on 4 November.
- Recipients: 250 VIPs
- Amount: $200 per person, total $50,000
- Validity period: 7 days (until 11 November)
1. Select the analysis range as 4 November and set the attribution window on the same day. The data is displayed as follows:
| Credit Type | Distributed Credit Amount | Distributed Credit Count | Distributed Customers | Distributed Customers with Applied Credit | Distributed Application Rate |
| Manual Assign | 50,000 | 250 | 250 | 3 | 1% |
2. Select the analysis range as 4 November and set the attribution window to 7 days. The data is displayed as follows:
| Credit Type | Distributed Credit Amount | Distributed Credit Count | Distributed Customers | Distributed Customers with Applied Credit | Distributed Application Rate |
| Manual Assign | 50,000 | 250 | 250 | 57 | 19% |
*Analysis conclusion: Within the first 24 hours of receiving the credits, only a few customers used them. However, 57 customers used the credits after 7 days, reaching a usage rate of 19%.
- Estimated minimum orders placed using credits based on the usage rule:
- Applied Credits: 57 customers × 50 credits = 2,850 credits
- GMV: 57 customers × $500 = $28,500
- Estimated maximum orders placed using credits based on the usage rule:
- Applied Credits: 57 customers × 200 credits = 11,400 credits
- GMV: 57 customers × $2,000 = $114,000
*Further evaluation:
- Is the list of distributed credits accurate this time?
- Consider sending personalized reminders by using "Customer Group" (e.g., messages on the 3rd and 5th day).
- Provide special gifts or discounts for VIPs during the Double 11 event.
4. Export report
Click the Export button at the top right, and select the report type to export. Then, you can download the reports from your email.
Take the "Credit Type Attribution" report as an example:
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