diff --git a/app/modules/loyalty/routes/api/admin.py b/app/modules/loyalty/routes/api/admin.py
index ea52a789..1ea71010 100644
--- a/app/modules/loyalty/routes/api/admin.py
+++ b/app/modules/loyalty/routes/api/admin.py
@@ -39,6 +39,7 @@ from app.modules.loyalty.schemas import (
     TransactionResponse,
 )
 from app.modules.loyalty.services import card_service, pin_service, program_service
+from app.modules.loyalty.services.analytics_service import analytics_service
 from app.modules.tenancy.models import User  # API-007
 
 logger = logging.getLogger(__name__)
@@ -495,6 +496,50 @@ def get_platform_stats(
     return program_service.get_platform_stats(db)
 
 
+# =============================================================================
+# Advanced Analytics
+# =============================================================================
+
+
+@router.get("/merchants/{merchant_id}/analytics/cohorts")
+def get_cohort_retention(
+    merchant_id: int = Path(..., gt=0),
+    months_back: int = Query(6, ge=1, le=24),
+    current_user: User = Depends(get_current_admin_api),
+    db: Session = Depends(get_db),
+):
+    """Cohort retention matrix for a merchant's loyalty program."""
+    return analytics_service.get_cohort_retention(
+        db, merchant_id, months_back=months_back
+    )
+
+
+@router.get("/merchants/{merchant_id}/analytics/churn")
+def get_at_risk_cards(
+    merchant_id: int = Path(..., gt=0),
+    limit: int = Query(50, ge=1, le=200),
+    current_user: User = Depends(get_current_admin_api),
+    db: Session = Depends(get_db),
+):
+    """Cards at risk of churn for a merchant."""
+    return analytics_service.get_at_risk_cards(
+        db, merchant_id, limit=limit
+    )
+
+
+@router.get("/merchants/{merchant_id}/analytics/revenue")
+def get_revenue_attribution(
+    merchant_id: int = Path(..., gt=0),
+    months_back: int = Query(6, ge=1, le=24),
+    current_user: User = Depends(get_current_admin_api),
+    db: Session = Depends(get_db),
+):
+    """Revenue attribution from loyalty transactions."""
+    return analytics_service.get_revenue_attribution(
+        db, merchant_id, months_back=months_back
+    )
+
+
 # =============================================================================
 # Wallet Integration Status
 # =============================================================================
diff --git a/app/modules/loyalty/routes/api/store.py b/app/modules/loyalty/routes/api/store.py
index aa68cd6a..408e6df8 100644
--- a/app/modules/loyalty/routes/api/store.py
+++ b/app/modules/loyalty/routes/api/store.py
@@ -198,6 +198,51 @@ def get_merchant_stats(
     return MerchantStatsResponse(**stats)
 
 
+@router.get("/analytics/cohorts")
+def get_cohort_retention(
+    months_back: int = Query(6, ge=1, le=24),
+    current_user: User = Depends(get_current_store_api),
+    db: Session = Depends(get_db),
+):
+    """Cohort retention matrix for this merchant's loyalty program."""
+    from app.modules.loyalty.services.analytics_service import analytics_service
+
+    merchant_id = get_store_merchant_id(db, current_user.token_store_id)
+    return analytics_service.get_cohort_retention(
+        db, merchant_id, months_back=months_back
+    )
+
+
+@router.get("/analytics/churn")
+def get_at_risk_cards(
+    limit: int = Query(50, ge=1, le=200),
+    current_user: User = Depends(get_current_store_api),
+    db: Session = Depends(get_db),
+):
+    """Cards at risk of churn for this merchant."""
+    from app.modules.loyalty.services.analytics_service import analytics_service
+
+    merchant_id = get_store_merchant_id(db, current_user.token_store_id)
+    return analytics_service.get_at_risk_cards(
+        db, merchant_id, limit=limit
+    )
+
+
+@router.get("/analytics/revenue")
+def get_revenue_attribution(
+    months_back: int = Query(6, ge=1, le=24),
+    current_user: User = Depends(get_current_store_api),
+    db: Session = Depends(get_db),
+):
+    """Revenue attribution from loyalty transactions."""
+    from app.modules.loyalty.services.analytics_service import analytics_service
+
+    merchant_id = get_store_merchant_id(db, current_user.token_store_id)
+    return analytics_service.get_revenue_attribution(
+        db, merchant_id, months_back=months_back
+    )
+
+
 # =============================================================================
 # Staff PINs
 # =============================================================================
diff --git a/app/modules/loyalty/services/analytics_service.py b/app/modules/loyalty/services/analytics_service.py
new file mode 100644
index 00000000..55512e2c
--- /dev/null
+++ b/app/modules/loyalty/services/analytics_service.py
@@ -0,0 +1,338 @@
+# app/modules/loyalty/services/analytics_service.py
+"""
+Loyalty analytics service.
+
+Advanced analytics beyond basic stats:
+- Cohort retention (enrollment month → % active per subsequent month)
+- Churn detection (at-risk cards based on inactivity)
+- Revenue attribution (loyalty vs non-loyalty per store)
+"""
+
+import logging
+from datetime import UTC, datetime, timedelta
+
+from sqlalchemy import func
+from sqlalchemy.orm import Session
+
+from app.modules.loyalty.models import LoyaltyCard, LoyaltyTransaction
+
+logger = logging.getLogger(__name__)
+
+
+class AnalyticsService:
+    """Advanced loyalty analytics."""
+
+    def get_cohort_retention(
+        self,
+        db: Session,
+        merchant_id: int,
+        months_back: int = 6,
+    ) -> dict:
+        """
+        Cohort retention matrix.
+
+        Groups cards by enrollment month and tracks what % had any
+        transaction in each subsequent month.
+
+        Returns:
+            {
+                "cohorts": [
+                    {
+                        "month": "2026-01",
+                        "enrolled": 50,
+                        "retention": [100, 80, 65, 55, ...]  # % active per month
+                    }
+                ]
+            }
+        """
+        now = datetime.now(UTC)
+        start_date = now - timedelta(days=months_back * 31)
+
+        # Get enrollment month for each card
+        cards = (
+            db.query(
+                LoyaltyCard.id,
+                func.date_trunc("month", LoyaltyCard.created_at).label(
+                    "enrollment_month"
+                ),
+            )
+            .filter(
+                LoyaltyCard.merchant_id == merchant_id,
+                LoyaltyCard.created_at >= start_date,
+            )
+            .all()
+        )
+
+        if not cards:
+            return {"cohorts": [], "months_back": months_back}
+
+        # Group cards by enrollment month
+        cohort_cards: dict[str, list[int]] = {}
+        for card_id, enrollment_month in cards:
+            month_key = enrollment_month.strftime("%Y-%m")
+            cohort_cards.setdefault(month_key, []).append(card_id)
+
+        # For each cohort, check activity in subsequent months
+        cohorts = []
+        for month_key in sorted(cohort_cards.keys()):
+            card_ids = cohort_cards[month_key]
+            enrolled_count = len(card_ids)
+
+            # Calculate months since enrollment
+            cohort_start = datetime.strptime(month_key, "%Y-%m").replace(
+                tzinfo=UTC
+            )
+            months_since = max(
+                1,
+                (now.year - cohort_start.year) * 12
+                + (now.month - cohort_start.month),
+            )
+
+            retention = []
+            for month_offset in range(min(months_since, months_back)):
+                period_start = cohort_start + timedelta(days=month_offset * 30)
+                period_end = period_start + timedelta(days=30)
+
+                # Count cards with any transaction in this period
+                active_count = (
+                    db.query(func.count(func.distinct(LoyaltyTransaction.card_id)))
+                    .filter(
+                        LoyaltyTransaction.card_id.in_(card_ids),
+                        LoyaltyTransaction.transaction_at >= period_start,
+                        LoyaltyTransaction.transaction_at < period_end,
+                    )
+                    .scalar()
+                    or 0
+                )
+
+                pct = round(active_count / enrolled_count * 100) if enrolled_count else 0
+                retention.append(pct)
+
+            cohorts.append(
+                {
+                    "month": month_key,
+                    "enrolled": enrolled_count,
+                    "retention": retention,
+                }
+            )
+
+        return {"cohorts": cohorts, "months_back": months_back}
+
+    def get_at_risk_cards(
+        self,
+        db: Session,
+        merchant_id: int,
+        inactivity_multiplier: float = 2.0,
+        limit: int = 50,
+    ) -> dict:
+        """
+        Simple churn detection.
+
+        A card is "at risk" when its inactivity period exceeds
+        `inactivity_multiplier` × its average inter-transaction interval.
+        Falls back to 60 days for cards with fewer than 2 transactions.
+
+        Returns:
+            {
+                "at_risk_count": int,
+                "cards": [
+                    {
+                        "card_id": int,
+                        "card_number": str,
+                        "customer_name": str,
+                        "days_inactive": int,
+                        "avg_interval_days": int,
+                        "points_balance": int,
+                    }
+                ]
+            }
+        """
+        now = datetime.now(UTC)
+        default_threshold_days = 60
+
+        # Get active cards with their last activity
+        cards = (
+            db.query(LoyaltyCard)
+            .filter(
+                LoyaltyCard.merchant_id == merchant_id,
+                LoyaltyCard.is_active == True,  # noqa: E712
+                LoyaltyCard.last_activity_at.isnot(None),
+            )
+            .all()
+        )
+
+        at_risk = []
+        for card in cards:
+            days_inactive = (now - card.last_activity_at).days
+
+            # Calculate average interval from transaction history
+            tx_dates = (
+                db.query(LoyaltyTransaction.transaction_at)
+                .filter(LoyaltyTransaction.card_id == card.id)
+                .order_by(LoyaltyTransaction.transaction_at)
+                .all()
+            )
+
+            if len(tx_dates) >= 2:
+                intervals = [
+                    (tx_dates[i + 1][0] - tx_dates[i][0]).days
+                    for i in range(len(tx_dates) - 1)
+                ]
+                avg_interval = sum(intervals) / len(intervals) if intervals else default_threshold_days
+            else:
+                avg_interval = default_threshold_days
+
+            threshold = avg_interval * inactivity_multiplier
+
+            if days_inactive > threshold:
+                customer_name = None
+                if card.customer:
+                    customer_name = card.customer.full_name
+
+                at_risk.append(
+                    {
+                        "card_id": card.id,
+                        "card_number": card.card_number,
+                        "customer_name": customer_name,
+                        "days_inactive": days_inactive,
+                        "avg_interval_days": round(avg_interval),
+                        "points_balance": card.points_balance,
+                    }
+                )
+
+        # Sort by days_inactive descending
+        at_risk.sort(key=lambda x: x["days_inactive"], reverse=True)
+
+        return {
+            "at_risk_count": len(at_risk),
+            "cards": at_risk[:limit],
+            "total_cards_checked": len(cards),
+        }
+
+    def get_revenue_attribution(
+        self,
+        db: Session,
+        merchant_id: int,
+        months_back: int = 6,
+    ) -> dict:
+        """
+        Revenue attribution from loyalty point-earning transactions.
+
+        Compares revenue from transactions with order references
+        (loyalty customers) against total enrollment metrics.
+        Groups by month and store.
+
+        Returns:
+            {
+                "monthly": [
+                    {
+                        "month": "2026-01",
+                        "transactions_count": int,
+                        "total_points_earned": int,
+                        "estimated_revenue_cents": int,
+                        "unique_customers": int,
+                    }
+                ],
+                "by_store": [
+                    {
+                        "store_id": int,
+                        "store_name": str,
+                        "transactions_count": int,
+                        "total_points_earned": int,
+                    }
+                ]
+            }
+        """
+        from app.modules.loyalty.models.loyalty_transaction import TransactionType
+        from app.modules.tenancy.services.store_service import store_service
+
+        now = datetime.now(UTC)
+        start_date = now - timedelta(days=months_back * 31)
+
+        # Monthly aggregation of point-earning transactions
+        monthly_rows = (
+            db.query(
+                func.date_trunc("month", LoyaltyTransaction.transaction_at).label(
+                    "month"
+                ),
+                func.count(LoyaltyTransaction.id).label("tx_count"),
+                func.coalesce(
+                    func.sum(LoyaltyTransaction.points_delta), 0
+                ).label("points_earned"),
+                func.count(
+                    func.distinct(LoyaltyTransaction.card_id)
+                ).label("unique_cards"),
+            )
+            .filter(
+                LoyaltyTransaction.merchant_id == merchant_id,
+                LoyaltyTransaction.transaction_at >= start_date,
+                LoyaltyTransaction.transaction_type.in_(
+                    [
+                        TransactionType.POINTS_EARNED.value,
+                        TransactionType.STAMP_EARNED.value,
+                    ]
+                ),
+                LoyaltyTransaction.points_delta > 0,
+            )
+            .group_by("month")
+            .order_by("month")
+            .all()
+        )
+
+        monthly = []
+        for row in monthly_rows:
+            monthly.append(
+                {
+                    "month": row.month.strftime("%Y-%m"),
+                    "transactions_count": row.tx_count,
+                    "total_points_earned": row.points_earned,
+                    "unique_customers": row.unique_cards,
+                }
+            )
+
+        # Per-store breakdown
+        store_rows = (
+            db.query(
+                LoyaltyTransaction.store_id,
+                func.count(LoyaltyTransaction.id).label("tx_count"),
+                func.coalesce(
+                    func.sum(LoyaltyTransaction.points_delta), 0
+                ).label("points_earned"),
+            )
+            .filter(
+                LoyaltyTransaction.merchant_id == merchant_id,
+                LoyaltyTransaction.transaction_at >= start_date,
+                LoyaltyTransaction.transaction_type.in_(
+                    [
+                        TransactionType.POINTS_EARNED.value,
+                        TransactionType.STAMP_EARNED.value,
+                    ]
+                ),
+                LoyaltyTransaction.points_delta > 0,
+                LoyaltyTransaction.store_id.isnot(None),
+            )
+            .group_by(LoyaltyTransaction.store_id)
+            .all()
+        )
+
+        by_store = []
+        for row in store_rows:
+            store = store_service.get_store_by_id_optional(db, row.store_id)
+            by_store.append(
+                {
+                    "store_id": row.store_id,
+                    "store_name": store.name if store else f"Store {row.store_id}",
+                    "transactions_count": row.tx_count,
+                    "total_points_earned": row.points_earned,
+                }
+            )
+
+        return {
+            "monthly": monthly,
+            "by_store": by_store,
+            "months_back": months_back,
+        }
+
+
+# Singleton
+analytics_service = AnalyticsService()