Name the denominator
State whether a metric begins with reached shoppers, eligible Shopify orders, qualified customers, successfully delivered incentives, or customers who accessed their value. Each denominator answers a different question.
Separate customer choice from failure
A customer who chooses not to use an incentive differs from one who never received the message or could not access it. Track delivery and support exceptions independently from voluntary non-use.
Use time cohorts
Compare only cohorts with similar time to act. Recent recipients may appear to have lower use simply because their observation window is shorter.