The install funnel explained

The funnel tells you how many passes make it from "created" all the way to "in someone's wallet". Reading it shows you where people drop off, which is usually more useful than the headline issue count.

The stages

• Issued — you created the pass. The share link exists.
• Add intent — someone opened the pass and started to add it (tapped the save link, or began the Apple Wallet add). They've shown intent but aren't done yet.
• Added — the pass was successfully added to a wallet. On Apple this is the device registering; on Google it's the pass being saved.
• Active — the pass is currently installed in at least one wallet and hasn't been voided or removed. This is the active-pass count your plan is measured by.
• Removed — the holder deleted the pass from their wallet.

Each stage counts distinct passes, so a single pass moving through the steps is counted once per stage it reaches, not once per event.

Reading the drop-off

The interesting numbers are the gaps between stages:

• A big drop from issued to add intent usually means the link isn't reaching people or isn't compelling enough to open.
• A drop from add intent to added points at friction in the add step itself, such as opening a link on a desktop (which shows a QR code rather than installing) or a platform-specific snag.
• A rising removed count over time is natural for time-limited passes like event tickets, and worth a closer look for things people are meant to keep.

The same data, broken out as cards and trends, lives in your distribution dashboard.