> ## Documentation Index
> Fetch the complete documentation index at: https://docs.orbit.devotel.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Marketing hub overview: referrals, loyalty, incentives, and wallet passes

> The four growth consoles under /marketing — Referrals, Loyalty, Incentives, and Wallet Passes — what each answers on a first visit, which one to open for which goal, and how the four compose into one retention system.

# Marketing hub overview

The **Marketing** hub holds the four consoles that launch and run growth programs on your contact base: **Referrals**, **Loyalty**, **Incentives**, and **Wallet Passes**. This is the retention and acquisition stack — how members earn, share, and carry your brand — separate from campaign sends. Nothing here transmits a message by itself; a referral link or a wallet pass traveling over SMS, WhatsApp, or email just borrows the channel for delivery.

Every console is a tenant-owned control: programs, balances, rewards, and passes live in your workspace only, and nothing applies until you create it. Each console maps to one route under `/marketing` in the dashboard. This page is the map — it tells you what each tile answers and which one to open first. The deep, task-by-task walkthroughs live in the guides each console links to.

## 1. The four consoles at a glance

| Console | Route | The one question it answers |
| - | - | - |
| Referrals | `/marketing/referrals` | Is the program spreading? |
| Loyalty | `/marketing/loyalty` | Is the balance sticky? |
| Incentives | `/marketing/incentives` | Which offers convert? |
| Wallet Passes | `/marketing/wallet-passes` | What has been issued, and what state is it in? |

**Referrals — `/marketing/referrals`.** The member-get-member loop. The console holds the reward definition, a share code per contact, funnel KPIs (visits, signups, paid out), the referrer leaderboard, and the pending-reward queue you approve payouts from. A spreading program shows up here first, in the funnel and the leaderboard, before it shows up anywhere else.

**Loyalty — `/marketing/loyalty`.** The standing membership. The console holds the earn rules and tiers, and per member the point balance with **adjust** and **redeem** actions — adjust applies an explicit credit or debit with a reason; redeem burns points through the incentives engine and blocks overspend. A sticky balance shows up as members earning, climbing tiers, and redeeming without you prompting them.

**Incentives — `/marketing/incentives`.** The shared reward ledger. Every issued reward — referral payouts, loyalty redemptions, survey thank-yous, and one-off promos you mint directly — lands here as a single record with a lifecycle: `issued`, then `redeemed` or `voided`. Sort or filter by a promo and this console tells you which offers convert and which sit issued forever. The one-off import path — mint a support credit or win-back reward without a program rule — lives here too.

**Wallet Passes — `/marketing/wallet-passes`.** The artifact on the holder's phone. The console lists issued Apple Wallet and Google Wallet passes — loyalty cards, coupons, event tickets — and drives their `issue → update → void` lifecycle. The generation counter on each pass is the holder-refresh signal: bump it and every device holding that pass refreshes its content without a re-save.

## 2. When which console

Start from the goal, not the tile:

| If you want… | Open | Why |
| - | - | - |
| A single, one-off reward (support credit, win-back offer) | **Incentives** | Rewards here mint directly, with no program rule attached. |
| A standing membership with earn rules and tiers | **Loyalty** | Tiers and balances need a program, not a one-off issue. |
| User-driven acquisition — customers recruiting customers | **Referrals** | Codes, the funnel, and payout approval all live here. |
| Persistence in the holder's phone wallet | **Wallet Passes** | The pass is the artifact the other consoles write to. |

Two fall out of this table naturally: **Incentives** is the engine the other three ride (it is where referral payouts and loyalty redemptions post), and **Wallet Passes** is the display surface (it is where balances and coupons show up on the holder's phone).

## 3. Route guards and access

Each console renders for the operators whose workspace role can act there:

* **Referrals** — program creation, code issuance, and payout approval are gated to the owner, admin, and developer roles; reads — list, leaderboard, totals — need only authentication.
* **Loyalty** — program configuration (earn rules, tiers, adjust, redeem) follows dashboard workspace-role rules; member balances are read-only to roles without configuration access.
* **Incentives** — issuing, redeeming, and voiding follow the same workspace-role rules as configuration; the ledger itself reads with authentication.
* **Wallet Passes** — API keys with `contacts:write` issue and void passes; reads accept `contacts:read`.

The underlying models live in the concept pages: [Referral program model](/concepts/referral-program-model), [Loyalty program model](/concepts/loyalty-program-model), [Incentives](/concepts/incentives), and [Wallet pass lifecycle](/concepts/wallet-pass-lifecycle). For programmatic access, see the [Referrals API reference](/api-reference/referrals) and the [Loyalty API reference](/api-reference/loyalty).

## 4. Quick start per console

Pick your entry tile and take the guide that owns it:

* **Referrals** → the [Referral campaign setup guide](/guides/referrals-campaign-setup) stands a program up without API calls; the [Referral programs guide](/guides/referral-programs) covers the programmatic workflow end to end.
* **Loyalty** → the [Loyalty program guide](/guides/loyalty-program) designs earn rules, tiers, and the redemption flow.
* **Incentives** → the [Incentives ledger guide](/guides/incentives-ledger) covers standalone promos and support credits, plus auditing the shared ledger.
* **Wallet Passes** → the [Wallet passes guide](/guides/wallet-passes) runs the issue → deliver → update → void pipeline end to end.

## 5. How the four compose

The consoles are one system, not four products. They share members and rewards, and each fills a different seat:

* **A referral can credit a loyalty balance.** Set the referral reward to loyalty points and approved payouts post directly into the member's standing balance instead of a one-off promo.
* **An incentive can issue a wallet pass.** A coupon offer redeemed in the incentives ledger can carry a pass, so the reward lives on the holder's phone instead of a code in an email.
* **A loyalty card is the holder artifact.** Issue the wallet pass first; the earn rules the Loyalty console defines later target that pass, and the generation counter tells holder wallets to refresh without a re-save.
* **The ledger is shared.** Referral payouts, loyalty redemptions, and standalone promos all flow into the incentives ledger, tagged by source — so one place audits everything a program ever handed out.

The shortest path to a working program: **Wallet Passes** (the artifact), then **Loyalty** (earn rules on that artifact), then **Referrals** (the acquisition loop, optionally paying out in points), with **Incentives** auditing every reward the other three hand out.