Guide

Mobile wallet analytics: what you can measure

Wallet passes are great at staying on customers’ phones, but they’re designed to be private: the wallet tells you some things and deliberately hides others. This guide explains what you can actually measure about Apple Wallet and Google Wallet passes, what you can’t, and which numbers are worth watching.

Last updated October 9, 2026. Facts about Apple Wallet and Google Wallet were checked against Apple’s and Google’s own documentation, linked in the sources.

The short answer

You can measure how many people see your pass link, how many save the pass to Apple Wallet or Google Wallet, how many remove it, and - through your own scanning system - how often it’s used. You can’t see when someone opens the pass in their wallet or reads a notification. The useful numbers are the ones that show customers moving from seeing the pass to saving it to using it.

The wallet pass funnel

Step	What happens	Measured by
See	Someone opens your pass link or scans its QR code	Your pass page
Save	They add the pass to Apple Wallet or Google Wallet	The wallet, reported back to the issuer
Keep	The pass stays in their wallet	The wallet reports removals
Use	They show it to be scanned	Your scanner or point of sale

What you can measure

Views of your pass page

Every time someone opens your pass link, whether from an email, a text or a QR code, the page they land on can be counted. This is the top of the funnel.

Saves

Both wallets tell the issuer when a pass is actually added. On Apple Wallet, the phone registers with the issuer’s server to receive updates when the pass is added; Google Wallet can send the issuer a callback when a pass is saved. That makes a save a real signal: someone tapping “Add” and then cancelling isn’t counted.

Removals

The same signals work in reverse. Apple Wallet tells the issuer’s server when a phone stops receiving updates for a pass, which usually means it was deleted, and Google Wallet sends a callback when a pass is removed.

Scans and visits

Wallets don’t report when a pass is scanned. Your scanning system does: each time staff scan a loyalty card, check in a member or admit a ticket, that’s recorded where the scan happens.

What you can’t measure

Opening a pass. Looking at a pass in the wallet happens entirely on the phone, so no one is told.
Reading a notification. Wallets deliver notifications, but don’t report which phones showed them or whether they were read.
Who the person is, unless you collected that yourself, for example in a sign-up form. A save tells you a pass was added, not who added it.

Metrics worth tracking

Saved rate (saves ÷ views): how convincing your page and offer are.
Removal rate (removals ÷ saves): a rise after a message usually means customers felt spammed.
Active passes (saves minus removals): how many people you can reach.
Visits per member, from your scanner: whether the program changes behavior.
Rewards earned and redeemed: whether the reward is reachable and wanted.
Apple vs Google split: which wallet your customers use, which helps when you test a pass design.

Using the numbers

Low saved rate? Make the offer clearer on the page, and put the QR code where people have a moment to scan it.
Removals after a campaign? Send fewer, more useful messages.
Saves but few visits? The reward may be too far away, or staff may not be scanning every visit.
Compare campaigns by giving each its own pass or link, so you can see which source brings the most saves.

Turning the numbers into repeat visits? Read customer retention with wallet loyalty programs.

Frequently asked questions

Can I see when someone opens a wallet pass?+

No. Apple Wallet and Google Wallet don’t report when a pass is opened, viewed in the wallet or shown at a counter. Opening a pass happens on the phone without contacting the issuer.

How do I know if someone saved my pass?+

Both wallets tell the issuer when a pass is added. Apple Wallet registers the device for updates when someone adds a pass, and Google Wallet can call the issuer back when a pass is saved or deleted. A pass platform turns those signals into a saves count.

Can I track how often a loyalty card is used?+

Yes, through your scanning system rather than the wallet. Every time staff scan the card to add a stamp or check a member in, that visit is recorded.

Can I see who received a push notification?+

Not reliably. The wallet delivers notifications to phones that have the pass, but it doesn’t report which ones displayed it or whether anyone read it. Measure what happens afterwards instead, such as visits or redemptions.

What is a good saved rate?+

It varies with how the link is shared. A link sent to people who asked for the pass, such as a ticket after a purchase, should be saved far more often than a link on a poster seen by passers-by. Compare your own campaigns with each other rather than with a fixed benchmark.

Sources

Apple’s newer developer pages load dynamically, so where a number comes from Apple it is taken from its Wallet Developer Guide and support pages. If Apple’s or Google’s current documentation differs, follow theirs.