SumAll, the visual analytics tool for business is integrating payment gateway service provider Authorize.net to add credit card sales data to its offering.

SumAll says that by folding in credit card information, its clients can analyze customer behaviour both online and off in a mix of website analytics, social media data and brick and mortar location transactions.

Bringing data in from physical locations as well as online activity can help businesses create a richer real-time view of important issues that could increase revenue. According to Dane Atkinson, SumAll’s CEO, the integration is a result of customer requests.

“Our users have been clear, Authorize.Net has been top of their list and we’re delighted to be able to deliver this powerful integration; payments data is now be presented side by side with their existing analytics to bring business results evaluations full circle,” he says.

It seems that Atkinson was already familiar with Authorize.net before the deal took place, “In a previous life, I ran my business with Authorize.net and used to cut and paste information from daily emails into a spreadsheet, all the while knowing there must be a better way,” he remarks.

Since entering beta in December SumAll has grown to track over 10 billion site visits for its users and according to the company, its customers are well engaged, spending around half an hour each day to monitor their own data.

Earlier this year the firm released its social metrics tool for brands on Twitter and Facebook. The company provides a free real-time data dashboard on which various sources can be tracked including Facebook, Twitter, Google Analytics, PayPal and more. It’s not dissimilar to services like Unmetric and the new integration of credit card transactions should help its users gain a more rounded view of their data.

Image Credit: Andres Rueda / Flickr