Unlock the Full Wallet Funnel: Introducing CTA Exposure & Net Active Passes Metrics

We’re excited to announce two powerful additions to the Wallet section in MAR that bring new clarity to your referral program performance: Wallet CTA Shown and Net Active Passes. These metrics close a crucial visibility gap, helping you track Wallet adoption from first impression to active usage.

Previously, teams lacked insight into how many users were seeing Wallet install prompts (CTAs) or how many were actively using Wallet passes — making it difficult to analyze growth or optimize campaigns. Now, with these two new metrics, you can accurately measure the complete funnel: from CTA exposure on pages and emails to the number of Wallet passes actively installed and in use.

With this added visibility, your marketing team can confidently measure performance, identify drop-off points, and make smarter decisions to boost engagement and adoption.