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Shopper insights

Analyze payment data to anticipate needs and identify trends.

There are various ways to gain actionable insights based on payment data:

  • Use ready-made dashboards.
    These dashboards provide high-level insights. Some are available in your Customer Area, and some need to be manually generated on a case-by-case basis by your Adyen account manager.

  • Gather the data yourself.
    You gather payment data that you receive from Adyen, add the data to your own database, analyze the information, and build your own dashboards.

Customer Area insights dashboards

The following insights dashboards are available in your Customer Area:

To view these dashboards in the Customer Area, you need to have the following role:

  • Merchant view Shopper Insights Dashboards

POS Insights dashboard

Available in your Customer Area > Point of sale > Insights.
It shows authorised amounts and authorisation rates for your point-of-sale payments from various perspectives. For example, the authorisation rate for each scheme or entry mode. Or the number of transactions, authorised amount, authorisation rate, and average transaction value for each store or issuer country.

Omnichannel shopper dashboard

Available in your Customer Area > Point of sale > Omnichannel shoppers. It shows the following data at the company or country level in a given period:

  • Number of unique shoppers per channel: in-store, e-commerce, and omnichannel shoppers.
  • Total number of transactions.
  • Total and average transaction value.
  • Number and value of transactions for returning shoppers and new shoppers, per channel.

Click the image to enlarge it.

Transaction values are shown in EUR. When you select a different currency, we use the average currency conversion rate of the given period. As a result, converted transaction values are an approximation of the actual turnover in that currency.

With this data you can answer questions like:

  • How many shoppers visit us on multiple sales channels, and how much do they spend in each channel?
  • What is the average visit frequency for in-store, e-commerce, and omnichannel shoppers?

Shopper origin dashboard

Available in your Customer Area > Point of sale > Shopper origin. You can filter the dashboard on country, merchant account, or store. It shows where your shoppers came from in a given period.

Click the image to enlarge it.

With this data you can answer questions like:

  • What payment methods should I support? If you receive many tourists in your store, you may want to support the payment methods that those tourists are used to in their country.
  • For which locations and currencies should I enable Dynamic Currency Conversion?
  • Which languages should I support? Think of in-store advertising and signage, and hiring store staff who speak specific languages.

On-demand insights dashboards

You can ask your Adyen account manager for the following additional dashboards:

  • Shopper-level metrics
  • Revenue performance dashboard

Shopper-level metrics

Provides generic data about shoppers at the company level. The data gives insight into KPIs like the average transaction volume per shopper, average value per shopper, and average transaction frequency per shopper.

Revenue performance

Provides insights into how revenue evolves over time, and breaks down the revenue in segments.

Gather data yourself

For each payment we return various identifiers that let you recognize the card a shopper used, know where the shopper is from, and much more. By analyzing this data in combination with purchase data and data from other sales channels, you can gain all sorts of insights.

Below are card and shopper identifiers that you can use to gain insights into your shoppers:

  • Card alias: A value that uniquely represents the shopper's card number (PAN), for example A37317672402294. With this, you can recognize the card that a shopper is using and identify if they are returning customers. You can't use the card alias for making payments.
    For NFC wallet transactions, there's no card alias because the PAN is not available.
  • Funding source: Funding source of the card, for example debit, credit, or prepaid.
  • Issuer country: The two-letter country code and the numeric country code of the country where the card was issued. This is usually a good indicator of the shopper's country of residence.
  • Payment Account Reference (PAR): A value that uniquely represents the shopper's payment account that their card and/or NFC wallet is linked to. The token variant will indicate the type of NFC wallet, like Apple Pay. Note that this is not the kind of token you can use for making payments. You can use the PAR to identify the shopper.

    Card schemes are starting to adopt the PAR. Currently, we return it for e-commerce Visa and MasterCard transactions, when available. We don't return the PAR yet in Terminal API responses.

You can gather this data in two ways:

  • From Standard Notification webhooks
  • From Terminal API payment responses

Using data from webhooks

If you want to combine data from multiple sales channels, we recommend using Standard Notification webhooks for all channels. Standard Notifications have the same format and are delivered in the same way across channels. This makes it easier to set up your integration for consuming data.

You'll have to set up webhooks and specify the identifiers that you want to include in the Standard Notifications. Refer to Receiving identifiers in webhooks for more information, and for an example Standard Notification for a point-of-sale payment.

Using data from Terminal API responses

If you want to use Terminal API payment responses for gaining insights, you need to decide on the identifiers that you want to receive and, if necessary, enable receiving them.

Refer to Receiving identifiers in Terminal API responses for more information, and for an example of card and shopper identifiers in a point-of-sale payment response.

See also