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Marketing hub console map — wallet passes, loyalty, and referrals in one place

The Marketing docs split coverage by surface — a deep guide for wallet passes, a model page for loyalty, a campaign setup walkthrough for referrals — because that is how the features shipped. Operators do not work that way. A tenant rolling out a retention program asks one question: where do I set what? This page answers it, collecting the consoles under the Marketing hub in the dashboard into one map, in the order you should touch them. Every console below is a tenant-owned control — you set it for your workspace, and nothing applies until you turn it on. Each maps 1:1 to a route under /marketing in the dashboard.

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What the hub answers

The Marketing hub groups every control for the three retention surfaces that sit on top of your contact base: the cards your customers carry in Apple Wallet and Google Wallet, the points-and-tiers program those cards often display, and the referral programs that turn members into recruiters. One question brings an operator here — what do my customers hold, earn, and share? — and the hub answers it across three consoles. There is also a fourth route you may land on without noticing. The bare /marketing path holds no console of its own: it exists so that nav surfaces that deep-link into the hub (command palette, links from Outbound) resolve cleanly, and it simply forwards to the Referrals console — the longest-standing tile in the group. If the hub ever grows more consoles, that route is where a tiled landing page would go; today, treat it as a synonym for Referrals.

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Console map

Every console is independent — there is no wrong first tile — but some orders waste less effort than others.

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Suggested rollout order

Touch the consoles in this order when you stand the surfaces up for the first time. Each step builds on the one above it:
  1. Wallet Passes — issue the pass your customers will carry. A loyalty card with a scannable barcode is the membership artifact everything else hangs off; issue it before any points exist, because the pass id is what later balance updates target.
  2. Loyalty — define earn rules and tiers once passes are live. Members see balances climb on the card they already saved, and the pass generation counter tells holder wallets to refresh — no re-save needed.
  3. Referrals — with members enrolled and earning, add the member-get-member loop. Referral rewards can pay out in loyalty points, so the referral console reads the program the Loyalty console defines.
Steps 1–2 unblock a working membership. Step 3 turns membership into acquisition.

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Where the in-depth docs live

Each console has a workflow guide and a concept page behind it — the map above links them per row; here is the full list with what each adds:
  • Wallet passes guide — the end-to-end issue → deliver → update → void pipeline, with idempotency and campaign patterns.
  • Wallet pass lifecycle — the three pass types, the generation counter as the holder-refresh signal, and the ledger the state machine is projected from.
  • Loyalty program guide — earn rules, tiers, preview, redemption routing, and carrying the card in wallets.
  • Loyalty program model — why balances are a projection over the CDP event stream, not a separate ledger, and how tier ladders and overspend-safe redemption work.
  • Referral campaign setup — the same referral workflow run entirely from the dashboard, no API calls.
  • Referral program model — program → code → conversion → reward, and how the public /r/:code redirect attributes signups.
  • Referral programs guide — the API-side workflow: programs, per-contact codes, the leaderboard, and payouts through the incentives engine.

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Access rules

  • Every console is tenant-owned. Programs, passes, codes, and balances live in your workspace only; nothing crosses tenant boundaries, and nothing applies until you create it.
  • Members need the matching permission. Wallet-pass consoles accept API keys with contacts:write (reads accept contacts:read); referral and loyalty management follow the same workspace-role rules as the rest of the dashboard.
  • The bare /marketing route is not a console. It holds no controls of its own — it redirects to Referrals, the longest-standing tile, so any link into the hub lands somewhere useful. Bookmark the console you actually use, not the bare path.
  • Old bookmarks still work. The canonical module moved into the marketing namespace; /outbound/referrals and its program deep links redirect to the matching pages under /marketing/referrals.

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See also