The numbers that mean something, and the ones that don't.

The six that matter

1. Members with a live card. People who still hold the card. Exact: the phone tells the issuer when a card is added or removed.
2. Visits this week. Till scans, minus the undone ones. Exact and timestamped.
3. Came back within 30 days. Of people whose first visit was 30 to 60 days ago, the share who visited again within 30 days. The single best health number.
4. About to lapse. Members whose gap since the last visit is longer than their own usual gap. Better than a fixed 30 days because a weekly customer and a monthly one are different.
5. Lift after a nudge. Of members who received a push or saw a changed nearby line, the share who came back within 48 hours, minus your normal 48-hour return rate. Only meaningful once a few dozen were sent.
6. Busy hours. Visits by hour and weekday. The number owners actually use, for staffing.

The one nobody can count

What can be shown honestly is reach: how many live cards carry each of your pins, and how many of those members are active. And returns after a nudge, which is correlation, not proof, and should be shown against baseline so a busy Saturday does not look like a successful push.

Vanity numbers to ignore

• Total members ever, including people who removed the card years ago.
• Impressions, views or "reach" of a push without the return count beside it.
• Any footfall or walk-past number from Wallet data.
• Review counts without the rating trend beside them.