Want to turn your referral data into meaningful actions? You’re in the right place.
This guide will walk you through how to track, analyse, and interpret your referral programme performance using the Mention Me platform.
By the end of this guide, you’ll be able to:
- Understand key referral funnel stages
- Build custom reports in the Explore section
- Break down data by promotion point, share method, customer segments, and more
- Measure the value of experiments, campaigns, and device usage
- Gain actionable insights to improve referral conversion
The Referral Funnel: Key Stages & Tracking
The referral funnel tracks a customer’s journey from being enrolled as a referrer through to the purchase made by friends (referees). You can view performance across this funnel in the Benchmark tab under Performance.
Here’s an overview of the typical flow:
- Referrer makes a purchase → sees the referral offer (impression)
- Referrer chooses to share → sends invite via email, social, etc.
- Referee clicks the share link → visits referral landing page
- Referee registers with their email → unlocks referral incentive
- Referee completes purchase → becomes a qualified new customer
- Referrer receives their reward
Tracking drop-off or success at each of these moments helps you identify what’s working, what’s not, and where to focus improvements.
Dive into Your Data Using Explore
To uncover deeper insights:
- Navigate to Performance → Explore in the platform
- Select the metrics you want to analyse (e.g. impressions, clicks, shares, registrations, purchases)
- Click Create Report to generate a chart or data table
- Choose your breakdown (called “splits”) to filter and segment your data
Key Dimensions to Split Data By
Promotion Point (a.k.a. Situation)
- This shows where the referrer first saw your referral offer (e.g. post-purchase page, email campaign, homepage banner).
- Mention Me tracks this via the “situation” parameter in your referral links.
- Useful for assessing the performance of different marketing channels and placements.
- If this is new to you, head here to make sure you’re tracking your referral in the best way.
Share Method
- See how referees engaged via different sharing channels (e.g. email, Facebook, WhatsApp, Messenger).
- Only tracked after the referrer has actively shared.
Segment
- Set up via the Mention Me tag on your pages.
- You can define your own values (e.g. VIPs, loyalty tier, country, product type).
- Allows campaign targeting and reporting by customer group.
Campaign / Experiment / Offer
- Break down performance by the specific referral Campaign, Experiment, or Offer.
- The labels reflect your in-platform naming at the time of analysis.
Other Filters & Splits
Currency
Applies to:
- Orders
- Revenue from new customer first orders
- Revenue from new customer subsequent orders
- Revenue from rewarded referrers
Device Type (Mobile/Desktop)
- Tracked from “Customers Enrolled” onwards
- Helps you optimise the user experience depending on where users interact most
E.g. If most referrers enrol on desktop, but purchases occur on mobile, optimise accordingly.
Tips for Effective Analysis
- Start at the top of the funnel with Impressions, and work your way down to Revenue.
- Use time-based filters to identify trends month-over-month or seasonally.
- Don’t just look at performance—tie activity back to customer value.
- Use A/B experiments to test ideas based on your findings from the Explore tab.
Ready to get started?
Head to the Performance → Explore tab in your Mention Me dashboard and experiment with building your own reports.
Need help?
Reach out to your Client Success Manager for hands-on support or tailored analysis suggestions.