---
title: "Shopper insights"
description: "Analyze payment data to anticipate needs and identify trends."
url: "https://docs.adyen.com/point-of-sale/card-acquisition/insights"
source_url: "https://docs.adyen.com/point-of-sale/card-acquisition/insights.md"
canonical: "https://docs.adyen.com/point-of-sale/card-acquisition/insights"
last_modified: "2025-02-24T10:06:00+01:00"
language: "en"
---

# Shopper insights

Analyze payment data to anticipate needs and identify trends.

[View source](/point-of-sale/card-acquisition/insights.md)

Analyzing payment data can help identify shopper needs and trends. For example:

* Shopper origin data show where your shoppers come from. If many are tourists, you could decide to add signage in other languages, offer currency conversion, and support the payment methods that those tourists are used to in their country/region.

* If you investigate how many repeat shoppers you have and what they spend their money on, you can decide what items to keep in stock for your regular shoppers.

* If you also have an ecommerce sales channel, you can answer questions like:

  * How many in-store shoppers also bought online?
  * How much do they spend in each channel?
  * How many shoppers buy online and go to a store when they need to return goods?

## Requirements

| Requirement                                     | Description                                                                                                                                                                            |
| ----------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Integration type**                            | A [Terminal API](/point-of-sale/basic-tapi-integration/) point-of-sale integration, and optionally an [online payments](/online-payments/build-your-integration/) integration as well. |
| **[Webhooks](/development-resources/webhooks)** | To gather data, [enable standard webhooks](#using-data-from-webhooks).                                                                                                                 |

## Gathering shopper insight data

For each payment we return [identifiers](/point-of-sale/card-acquisition/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 `A373176724022941`. With this, you can recognize the card that a shopper is using and identify if they are returning customers. You cannot use the card alias for making payments.
* **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 a good indicator of the shopper's country/region of residence.
* **Payment Account Reference** (PAR): the PAR is an identifier behind the card or NFC wallet. It represents the payment account that the card and/or NFC wallet is linked to. It solves the issue with the PAN not being available for NFC wallet transactions. You can use the PAR to identify the shopper.

Card schemes are starting to adopt the PAR. Currently, we return it for Visa and MasterCard transactions, when available. The PAR can be returned for ecommerce transactions and for Terminal API payment and card acquisition requests.

You can gather this data in two ways:

* From standard webhooks
* From Terminal API payment responses

### Using data from webhooks

To combine data from multiple sales channels, we recommend using standard webhooks for all channels. Standard webhooks are generated on our platform. They have the same format and are delivered in the same way across channels. This makes it easier to set up your integration for collecting data.

When setting up webhooks, you need to select the identifiers that you want to receive. See [Receiving identifiers in webhooks](/point-of-sale/card-acquisition/identifiers#receiving-identifiers-in-webhooks) for more information, and for an example standard webhook 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](/point-of-sale/card-acquisition/identifiers#receiving-identifiers-in-responses) for more information, and for an example of card and shopper identifiers in a point-of-sale payment response.

## See also

* [Omnichannel](/unified-commerce)
* [Card and shopper identifiers](/point-of-sale/card-acquisition/identifiers)
* [Webhooks](/development-resources/webhooks)
