See if your marketing is working

Choose the locations to look at

The location selector at the top controls every number on the dashboard below it. All locations are selected by default.

1. Click into the search field. You can search by business name, MID, address, city or postal code.
2. Tick or untick the checkbox beside each location.
3. To reuse the selection, click Save Filter.
4. Open a saved filter later with the star icon.

Read sales and visits over time

The first chart on the dashboard plots your sales or visits across the dates you chose, with separate lines for all, new and returning customers.

• Set the date range beside the location selector.
• Switch the chart between Sales and Visits with the toggle at its top right.
• Hover over a date to see the figures for that day.
• Look for the gap between the new and returning lines, and whether it is widening or closing.

Compare new and returning customers

Below the chart, three blocks show Visits, Sales and Average Ticket, each split into new and returning customers.

• MoM compares this month with last month.
• YoY compares this year with last year.
• A green arrow means up, a red arrow means down.

What the split tells you

• New is high, returning is low: people try you once and do not come back. Genius suggests a loyalty program, in-store specials or building a customer list to market to.
• Returning is high, new is flat: you are not reaching new people. Genius suggests local advertising, signs outside, or a bring-a-friend offer.
• A new-customer promotion only lifted returning customers: you may just be discounting for your regulars.

Compare your locations

With more than one location, the Compare section shows which is leading and which is trailing.

• Top Performer and Lowest Performer name the best and worst location. Toggle between Sales and Visits.
• The Location Comparison table lists every selected location.
• Click the double arrow beside a column title to sort by it.

Read it two ways

• The location with the most visits may not have the most sales. It could be a quick in-and-out site.
• The location with the fewest visits may have a high average ticket. Its staff may be good at upselling, which other locations can copy.

Record events in Daybook

Daybook is a notes log on the dashboard. Write down anything that could move sales, so you can explain a spike or a dip months later.

1. Scroll to the Daybook section and click Add Note.
2. Choose the location or locations it applies to and click Apply.
3. Choose the audience: New, Returning or All Customers.
4. Choose the date, and add a time if you want one.
5. Type a description and click Add Note.

Worth recording

• Promotions, emails and direct mail
• New products and limited-time offers
• Events at your store or nearby
• Bad weather and road construction

Check whether a campaign worked

Each Daybook note appears as a grey dot on the Sales and Visits chart. Hover over the dot to read the note, then look at what the lines did afterwards.

The example from Genius

1. A shop owner runs a newspaper coupon aimed at new customers.
2. They open Payment Analytics and look at the new and returning lines.
3. Both groups are up, but new-customer sales rose 3% more than returning.
4. Conclusion: the coupon is reaching new people, so it is working.

If the result is weaker than hoped, try a second push such as an email, log that in Daybook too, and compare again a week later.

Set alerts and preferences

Two settings are worth doing once so the tool comes to you.

Weekly digest and customer alerts

1. Click the Notifications tab in the left navigation.
2. Use Filter Locations to choose which locations the settings apply to.
3. Turn the Weekly Digest on.
4. Enter your minimum alert levels for new and returning customers.
5. Click Save.

Miles or kilometers

Click the gear icon at the bottom left and choose how distances are shown.