In accordance with one or more aspects of the electronic coupon tracking, a record of an electronic coupon that has been distributed to a user is maintained. An indication that the electronic coupon has been redeemed at a retailer via a mobile device is received, and redemption of the electronic is recorded. Additionally, an indication can be received that the electronic coupon has been redeemed by the user. In response to receipt of this indication, a rewards account corresponding to the user is credited with one or more points.