The benchmark for loyalty
and referral programs

The real numbers behind loyalty and referral programs, measured on the ecommerce brands powered by Loyoly.

Data updated on October 19, 2026

One KPI, every industry.

Explore the metric that matters most.

Pick a KPI, see its value in every sector and browse the full distribution of programs, down to the ones that stand out for inspiration.

Definition

New customer rate (from referrals)

The new customer rate measures the proportion of buyers acquired through referral, relative to the total number of new customers over a given period. It highlights the program's ability to generate organic growth and turn your satisfied customers into genuine acquisition channels. A good rate reflects an active community, a well-integrated referral experience and a marginal acquisition cost of almost zero, all of which are major assets for a profitable growth strategy.

Formula

New customers via referralTotal new customers

×100

By industry