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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, directly in your Customer Area. The dashboards are based on aggregated data from payments made through your company and merchant accounts.

  • 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

We provide the following insights dashboards in your Customer Area:

To view the dashboards, you need to have the following user role:

  • Merchant view shopper insights

The dashboards are available in your Customer Area > Insights.

Omnichannel shoppers dashboard

The Omnichannel shoppers dashboard 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.

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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

You can filter the Shopper origin dashboard on country, merchant account, or store. It shows where your shoppers came from in a given period.

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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.

Performance comparison dashboard

The Performance comparison dashboard lets you put the performance of your organization into perspective. You can:

  • Compare a single company or merchant account over multiple periods.
  • Compare multiple accounts over a single period.

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Compare one account over multiple periods

By comparing the performance of an account in two or more periods, you can see if, for example, your store is doing better now than it was doing before. This can help you set and evaluate targets for revenue, customer acquisition, and customer retention.
To make the comparison:

  1. In your Customer Area, select the account that you want to make the comparison for.
  2. Go to Insights > Performance comparison and select Compare.
  3. In the menu, select the Dates comparison.
  4. Add two or more periods to compare. Select Add comparison for an additional period.
  5. Optionally filter the result.

Compare multiple accounts over a single period

By comparing the performance of multiple accounts in the same period, you can create benchmarks for your organization. Or you can gather input for periodical market reviews where you want to show the performance of different countries or stores. The comparison can serve as a starting point to have a discussion about best practices and possible areas of improvement.
To make the comparison:

  1. In your Customer Area, go to Insights > Performance comparison and select Compare.
  2. In the menu, select the Country, Merchant account, or Store comparison.
  3. Select the period that you want to compare performance for.
  4. Select two or more countries, accounts, or stores to compare. The one that you select first, is used as the baseline. All percentages show the deviation in the performance compared to this baseline.

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