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Why We Like Square’s Online Dashboard and Analytics App

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Many business owners know and love Square for its free mobile point of sale app and free credit card readers, but some don’t realize that Square automatically provides some pretty powerful reporting and analytics features with their processing service.

Even if you’re primarily using Square to accept payments. Square dashboard feature is worth a closer look. Now more than ever, understanding data is critical to making smart business decisions every day, no matter what industry you’re in.

Read on for a look at some of the most notable features and benefits of the Square dashboard.

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Square’s Online Dashboard Features

The Square Dashboard makes it easy to understand both simple and complex aspects of your business. Best of all, it’s completely free with all Square accounts, and you can check it out from your favorite browser with no issues. (Note: Square’s Dashboard app is currently only available for iPhones; an Android version is coming soon. We’ll take a more in-depth look into the mobile app’s capabilities later in this post.)

The Square Dashboard boasts a simple, easy-to-use interface, and its intuitive design allows you to find what you want quickly. You can play around with your Home screen until it displays the sections in the order you think makes the most sense. This dashboard is so user-friendly that data geeks and amateurs alike can find something to love. Let’s dig in a little deeper.

Manage Settings

The Settings area acts as a control center where you can manage all kinds of permissions and security settings, including setting up 2-step verification for sign-in for you and your employees. Here, you can also edit your business name as it appears on your receipts and statements and change your bank account if needed.

Settings is also the place to manage multiple business locations (if applicable) and get device codes set up for each of your devices rather than simply relying on your email and password.

Get Paid From Your Dashboard 

One of the most important functions of the dashboard is getting paid!

If you are using your Virtual Terminal, you can access it directly from your dashboard to accept payment. Payments here are 3.5% + 15¢ per keyed-in transaction — or, if you have your Square Reader for magstripe, you’ll pay 2.75% per transaction. (A quick note, you need to have a Chromebook or Mac computer to take advantage of this.)

Square’s Virtual Terminal

If you invoice your customers, you can send a one-off invoice or set up recurring invoices from your dashboard, too. Invoices are free to send out, and you will pay 2.9% + 30¢ per invoice when your customers pay with credit or debit online. Square has beefed up its features in this regard, with the option to let customers pay in installments as well as the ability to request a downpayment.

Transferring Funds To Your Account

The Settings area also allows you to play around with your deposit schedule. By default, your account is set to deposit funds accrued by 8:00 pm EST to your account the next business day.

Need them even sooner? If you are in need of your funds right away, you can opt to use instant deposit. Instant deposit transfers your sales balance to your linked debit card whether it’s a business day or a weekend (for an additional 1% of the balance). Check out How Does Square’s Instant Deposit Work? for a more detailed look at this feature.

 

Now that we have covered the basics of some of the features under Settings, let’s discover more about the reporting features, found in the Square Reports tab (under Sales).

Reporting

Within the Sales section of the Square Dashboard, you’ll discover important insights into how your business (and your employees) operate. For instance, in the Reports tab, you have multiple subsections that give you visual data about nearly every part of your business.

The Square Reports tab is broken down by sections:

  • Sales Summary: The summary shows all of your gross sales, net sales, discounts, and more. You can change the time period of the report to display an overview of the whole year or see what your sales are doing today, in real time.

  • Sales Trends: Trends gives you a visual representation of all of your sales in the form of a line graph to quickly see how your sales perform day to day, week to week, and year to year.
  • Payment Methods: The payment methods feature gives you a snapshot of how customers are paying, how many transactions they have with you, and the fees associated with each type. Whether your customers are paying with cash, card, or gift card —it is all right there.
  • Item Sales: This section breaks down sales totals by item. Get an exact count on what products and services are selling the best — and which are selling the least.
  • Category Sales: Not only can you see an itemized list of everything you’re selling in the item sales section, but Square’s reporting feature also breaks things down by category.
  • Mobile Staff Sales: Keep track of who your best mobile sellers are with a quick view that shows you when they sell through the day. Finding out when sales peak can help you schedule and better manage your entire remote staff — and help you spot your best sellers for the day.
  • Employee Sales: Similar to the mobile staff sales section, the employee sales section helps you keep track of who is selling what. This section shows you sales per hour, tips, hours worked, and when sales peaked for the day. To be able to use this, you’ll have to have an Employee Management subscription, which costs $5/employee per month.
  • Discounts: The discount sections shows a list for the amount and frequency of your discounts that are applied to anything your customers buy.
  • Taxes: This section breaks the sales tax information down for you by the type of tax, how much it is, and any non-taxable sales you have.
  • Gift Cards: Find out what you need to know about any gift cards you sell. This section overviews any gift cards you load, how much was put on them, how many were redeemed, and how many existing gift cards you have floating around at any time.
  • Comps: Comps keep track of changes to orders that may affect your bottom line. If a change will cause a loss to your business, or if you want to place a discount on an order and eat the cost, you will utilize the comp function.
  • Voids: For a change to an order that doesn’t affect inventory or costs (i.e., a customer changes an order before it’s made), you will use the void function.

Worried about keeping accurate books? You can also export your data from nearly any accounting software. The best part is that because the dashboard is so easy to navigate, you don’t have to wade through a lot of Excel sheets to get to your data. Keeping things in one central location can mean less hassle, as you have created a streamlined workflow from data to decisions. And that can make for smart business decisions at every level. 

Customer Care

Square has some excellent — and entirely free — built-in features that can help you understand and take control of customer satisfaction. The foundation of this is the Square Directory, a free tool you can use to build customer profiles, including their names, contact information, and purchase history. You can also keep notes on each customer! A detailed transaction and activity history can help you understand how your customers interact with you through time.

Square offers insights that show you how often your customers visit and how often they return to you. The insights can help you track retention patterns, and if you have multiple locations, help you understand which of your locations is doing better. You can create segments of your “regulars” or identify customers who have lapsed in visits and (if you opt to use Square’s Marketing suite) reach out to them with promotions.

The other tool worth mentioning is Square Feedback. Here, you can encourage any customers who have negative issues to leave you private feedback where you can offer resolution directly. Your customers can send private feedback from their receipt so you can keep track of any repeated issues or isolated issues quickly. It’s possible to respond to the feedback, issue refunds, or send coupons — all through the Square dashboard.

Square’s Customer Feedback Features

Inventory

While you can create items from within the Square Point of Sale app, the Square Dashboard offers much more comprehensive tools to manage your inventory. You can create items manually, one by one, or do a bulk upload with a CSV file. In the dashboard, you can also manage quantities of items and set low-stock alerts, so you know when it’s time to re-order something. Square’s inventory supports barcodes (though it can’t print labels), as well as variants and modifiers. You can even sort your inventory by category.

Square gives you access to reports that will break the sales data down into beautiful graphs for you to keep track of what inventory items are selling the best. By using the inventory tools, you can quickly see what inventory is moving the fastest and can make better decisions about what to do next.  This real-time data reporting feature means you always have the most up-to-date, accurate information when it comes to re-ordering, managing promotions, and distribution (if you have more than one location). 

How Square Dashboard Insights Lead To Smart Promotions

Sure, the capability to easily keep up with your inventory, sales, and customer management are all benefits, but the dashboard can also give you powerful insights when it comes to making decisions about marketing your business.

For example, you may have a great product that hasn’t quite caught on with customers yet. This app shows you who is buying that lesser-known service or item, allowing you to then run a referral campaign as an incentive for those people to tell their family and friends.

And when it’s time to run a promotion, or you have ongoing discounts to offer, you can track the success of those promotional pushes as well. You’ll find this handy feature in the reporting feature under the Discounts section.

Don’t forget: Square’s Loyalty Program (which starts at $25/month) can be managed from within the dashboard. It syncs with the Directory and allows you to customize your loyalty program perks, right down to the branding of the program. Square really does offer you a centralized way to manage your interactions with your customers and make smart decisions on how to drive sales.

The Square Dashboard App

The Square Dashboard App allows you to take some of the Dashboard’s analytic and real-time updating power with you on the go — if you have an iPhone with the latest version of iOS running. (For those of you with an Android phone, Square is working on developing a compatible app, so stay tuned.)

After you download the app, you can sign into your account. You’ll see right away that it is a bit more simplified than the full online Square Dashboard.

That said, the Square Dashboard App still gives you quite a bit of control on the go. You can view live sales data from more than one location, add customers to your directory, and take a peek at activity through the day. What you can’t do is send an invoice from your app; you will have to log in to your online Square Dashboard to update and submit invoices and send them from within Square Point of Sale.

Make Smarter Business Decisions For A Low Cost & High Value

Ready to get started and dig into the reporting and analytics features? You don’t have to do anything if you are already using Square. It’s all in your Dashboard. You will find every section we highlighted above — from sales summaries and trends to employee sales activity through the day — and it’s all accessible in real time, completely free with your account. 

For any business owner, the ability to quickly track pending invoices and handle customer feedback concerns privately can mean the difference between success and failure. And when it comes to comparing location performance, employee activities, and sales trends over the long term, the dashboard can help you make smarter, more informed decisions for your business.

With everything that Square offers in terms of free features and reporting options, the cost-to-value ratio is a no-brainer. You get a lot of benefit out of this robust product that keeps delivering real-time data to you all year.

Remember, though: While Square doesn’t cost anything to use, you will be responsible for paying credit card processing costs! But unless you opt for a monthly subscription product such as Loyalty, Marketing, or Employee Management, transaction fees will be your only consistent costs with Square.

With Square, fees for each type of transaction can vary, but you’ll pay the same for any type of card. Here is a quick break-down of the most common transaction costs:

  • Square Point of Sale with a mobile card reader: 2.75% per swiped, dipped, or tapped transaction.
  • Square Register: 2.5% + $0.10 per swiped, dipped, or tapped transaction
  • Square Terminal: 2.6% + $0.10 per swiped, dipped, or tapped transaction

For more on Square’s transaction pricing, check out How Much Does Square Charge?

If you are interested in learning more about all of Square’s hardware options, check out our Guide to Square Credit Card Readers And POS Bundles.

Try the Square Online Dashboard For Free

If you are already a Square user, the next step is simple: head over to your dashboard and start checking things out. If you haven’t gotten started with Square yet, you can sign up for a free account with Square and test it out for yourself. There are no credit checks for this, and a free mag-stripe reader comes to your mailbox after you sign up.

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Highlights

Retail POS: Free trial ($60/mo value)

 

Restaurant POS: Free trial ($60/mo value)

 

Square POS: Always free

Get things set up, keep doing what you do best, and then watch Square build reports for your business in real time.

ReadereCommerceRetailFood Service
Free App & ReaderSquare eCommerceSquare for RetailSquare for Restaurants
Get StartedGet StartedGet StartedGet Started
Free, general-purpose POS software and reader for iOS and AndroidEasy integration with popular platforms plus API for customizationSpecialized software for more complex retail storesSpecialized software for full-service restaurants
$0/month$0/month$60/month$60/month
Always FreeAlways FreeFree TrialFree Trial

Emily Kipling

Emily is a writer, strategist, and freelance consultant based in Indianapolis. She is driven to create content that empowers her readers and her clients to make better choices in their business and their lives. When she's not in the thick of researching and developing blogs for Merchant Maverick, she likes to cook from scratch for her family or escape outdoors and meander through nature with her rescue pup.
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