Why track metrics
Payment analytics isn't just pretty charts. It's a tool that helps increase revenue, reduce losses and spot problems early. Let's break down the key metrics.
Gross Merchandise Value (GMV)
The total amount of successful payments over a period. Watch the trend: a sharp drop could mean technical issues on your site, rising refunds or seasonal decline.
Success rate
The percentage of successful payments out of all attempts. A healthy rate is 85–95%. If lower, check:
- 3D Secure configuration
- Amount limits
- Payment form behavior on mobile
Average order value
The average amount of one successful transaction. A rising AOV with stable transaction count is a good sign. A drop may indicate loss of high-value customers.
Refund rate
The share of refunded payments. If it's growing, look for the cause: product quality, inaccurate descriptions, delivery issues. A high refund rate can lead to fines from card schemes.
Checkout conversion
How many users who reached the payment page completed the purchase. If conversion is low, consider simplifying the form, adding alternative payment methods or checking page load speed.
Where to look
All these metrics are available in the Analytics section of the Mulenpay dashboard. Data updates in real time, and charts can be filtered by period, store and payment method.
