Business Analytics

Understand your merchant dashboard reports — track revenue, analyze customer behavior, and make data-driven decisions.

Overview

The Danipa Merchant Dashboard provides comprehensive analytics to help you understand your business performance. This guide explains each report and how to use the data to grow your business.

Requirement: Analytics are available to all merchant accounts.

Dashboard Overview

When you log in to the Merchant Dashboard, the Overview tab shows key metrics at a glance:

Metric	Description
Today's Revenue	Total payments received today
This Week	Revenue for the current week (Mon–Sun)
This Month	Revenue for the current calendar month
Pending Payouts	Funds ready to settle to your account
Active Payment Links	Number of live payment links
Outstanding Invoices	Unpaid invoices by amount

Revenue Analytics

Revenue Chart

Go to Analytics → Revenue to see:

Line chart showing revenue over time
Toggle between daily, weekly, and monthly views
Compare with previous period (e.g., this month vs. last month)
Trend indicator — percentage increase or decrease

Revenue Breakdown

See where your money comes from:

Category	What It Shows
By payment method	Mobile money vs. wallet vs. payment link vs. invoice
By product/service	Revenue per catalog item (if using POS catalog)
By customer	Revenue per customer
By time of day	Which hours generate the most sales
By day of week	Which days are busiest

Setting Revenue Targets

Go to Analytics → Revenue → Targets
Set a monthly target amount
The dashboard shows your progress toward the target
Receive a notification when you hit 50%, 75%, and 100%

Transaction Analytics

Transaction Volume

Go to Analytics → Transactions:

Total transactions — count for the selected period
Average transaction value — mean payment amount
Median transaction value — middle payment amount (less affected by outliers)
Transaction chart — volume over time

Transaction Status Breakdown

Status	Description
Completed	Successfully processed payments
Failed	Payments that didn't go through
Refunded	Payments you've refunded
Pending	Payments awaiting completion

A high failure rate may indicate issues with your payment flow — investigate and resolve.

Success Rate

Your payment success rate is displayed as a percentage:

Above 95% — healthy
90–95% — worth investigating
Below 90% — review your payment flow and contact support

Customer Analytics

Customer Overview

Go to Analytics → Customers:

Total customers — unique customers who've paid you
New customers — first-time payers in the selected period
Returning customers — customers who've paid more than once
Retention rate — percentage of customers who return

Customer Segments

Danipa automatically segments your customers:

Segment	Definition
New	First transaction in the last 30 days
Active	Transacted in the last 30 days
At risk	No transaction in 31–60 days
Inactive	No transaction in 60+ days

Top Customers

A leaderboard of your highest-value customers:

Ranked by total spend
Shows transaction count
Shows last transaction date
Helps identify VIP customers for special treatment

Payment Link Analytics

If you use payment links extensively:

Views — how many times the link was opened
Conversions — how many views resulted in a payment
Conversion rate — views to payment percentage
Average time to pay — how long between opening the link and paying

Optimizing Conversion

If your conversion rate is low:

Add clear descriptions — customers need to know what they're paying for
Set fixed amounts — when possible, pre-fill the amount to reduce friction
Share via the right channel — WhatsApp tends to have higher conversion than SMS
Follow up — send a reminder if the link hasn't been used within 24 hours

Invoice Analytics

Go to Analytics → Invoices:

Total invoiced — sum of all invoices in the period
Collected — amount actually paid
Outstanding — amount still unpaid
Overdue — unpaid past due date
Collection rate — percentage of invoiced amount that's been paid
Average days to pay — how long customers typically take to pay

Generating Reports

Standard Reports

Go to Reports → Generate
Select report type:

Report	What's Included
Transaction Report	All transactions with full details
Revenue Summary	Daily/weekly/monthly revenue totals
Customer Report	Customer list with transaction history
Payout Report	All settlements to your account
Invoice Report	All invoices with payment status
Tax Report	Revenue, fees, and payouts for tax purposes

Select the date range
Choose format (PDF or CSV)
Click Generate

Scheduled Reports

Automate report delivery:

Go to Reports → Scheduled
Click Add Schedule
Select the report type
Choose frequency: daily, weekly, or monthly
Enter the delivery email address
Click Save

Understanding Key Metrics

Revenue vs. Net Revenue

Revenue = total payments received
Net Revenue = revenue minus fees and refunds
Focus on net revenue for true business performance

Customer Lifetime Value (CLV)

Estimated total revenue from a customer over their relationship with your business:

CLV = Average Transaction × Transactions per Month × Average Customer Lifespan (months)

The dashboard calculates this automatically and shows it in Analytics → Customers → Lifetime Value.

Growth Rate

Month-over-month revenue growth:

Growth Rate = (This Month - Last Month) / Last Month × 100%

Shown on the main dashboard with a trend arrow.

Exporting Data

All charts and tables can be exported:

PDF — for presentations and records
CSV — for spreadsheets and accounting software
Image — download charts as PNG for reports

Use the export icon in the top-right corner of any analytics view.

Tips

Review weekly — check your analytics every Monday to spot trends early
Compare periods — always compare against the previous period to understand growth
Set targets — having a goal makes the metrics actionable
Act on customer segments — reach out to "at risk" customers before they churn
Track conversion rates — optimize your payment links for higher conversion
Use scheduled reports — automate your accounting workflow