There’s a moment every store owner hits where gut feeling isn’t enough anymore. You know the shop is busy, but is it busier than last month? You think cigars are outselling accessories, but by how much? You’ve got a hunch that Saturdays are your best day, but what if it’s actually Friday? The Advanced Reporting Module — ARM for short — is where hunches become answers.
ARM is TORO’s built-in analytics engine. It takes every transaction, every item sold, every customer visit, every dollar in and out, and turns it into reports you can actually use to make decisions. Think of it as your business’s medical chart — it shows you what’s healthy, what needs attention, and what might become a problem if you ignore it.
Getting There #
From the Dashboard, tap Advanced Reporting Module (or the ARM button if your screen has the shortcut). You’ll land on the ARM main screen, which organizes everything into report categories.
The flow is simple: pick a category, choose a report, set your filters (date range, product, category, employee — whatever applies), and tap Run. That’s it. Every report follows the same pattern, so once you’ve run one, you know how to run them all.
The Six Report Categories #
Sales Reports #
This is where most people start, and honestly where most people should spend most of their time. Revenue by date, by product, by category, by employee, by payment method, by time of day. You can track trends over weeks and months, compare one period to another, and find your best sellers instantly.
Want to know what your top 10 items were last quarter? Sales Reports. Curious how credit card sales compare to cash? Sales Reports. Wondering if the new line you brought in is actually moving? Sales Reports.
Customer Reports #
Your customers are the business. These reports show you who’s spending the most (lifetime value), how often they’re coming back (purchase frequency), who your top customers are, how many new faces you’re seeing versus regulars, and whether you’re keeping people or losing them.
This is where you find out things like: your top 20 customers account for 40% of revenue. Or that you gained 30 new accounts this month but lost 15. Numbers like that change how you think about marketing and customer service.
Inventory Reports #
Money sitting on shelves is money not in your bank account. These reports show stock levels, total inventory valuation, dead stock that hasn’t moved in months, turnover rates (how quickly products sell through), reorder suggestions based on your sales velocity, and cost analysis.
If you’ve ever wondered how much cash is tied up in inventory right now, or which items are gathering dust, this is where you find out.
Operations Reports #
The behind-the-scenes stuff that keeps the shop running. Drawer reports, cash management summaries, clock-in/clock-out times, labor costs, voids, refunds, discounts given, and transaction patterns throughout the day.
These reports help you answer questions like: Am I staffed correctly for my busy hours? How much am I spending on labor relative to sales? Are voids and refunds within normal ranges?
Financial Reports #
The stuff your accountant asks for. Profit and loss statements, margin analysis, cost of goods sold, tax collected, accounts receivable for wholesale. If you need to understand whether you’re actually making money (not just moving money), these are the reports to run.
High Risk Reports #
Loss prevention, automated. These reports flag unusual activity — excessive voids, suspicious discounts, refunds without receipts, after-hours transactions, price overrides, and other patterns that deserve a second look.
Important: these reports highlight anomalies, not guilt. They’re a starting point for a conversation, not an accusation. More on this in the Spotting Problems Early article.
How Every Report Works #
Once you’re inside a report, you’ve got the same set of tools no matter which one you picked.
Date ranges can be custom (pick a start and end date) or use presets: today, this week, this month, this quarter, this year. The presets save you a lot of tapping when you just want a quick look.
Filters let you narrow down the data. Depending on the report, you can filter by product, category, brand, employee, register, payment type, or customer. Want to see how a specific brand performed last month? Filter to just that brand. Curious how one employee’s sales compare to another? Filter by employee.
Interactive charts make the data visual. Bar charts for comparisons, line charts for trends over time, pie charts for proportions. These aren’t static images — you can hover over data points to see exact numbers.
Drill-down is where it gets really useful. Click on a summary number and TORO shows you the individual transactions behind it. That $4,200 in Saturday sales? Click it and see every single transaction that made up that number.
Export any report to Excel or PDF. Excel is great for doing your own analysis or handing data to your accountant. PDF is great for printing or emailing a clean snapshot.
Period comparisons let you put two time periods side by side. This month versus last month. This year versus last year. This is how you spot real trends instead of just looking at numbers in isolation.
A Few Things to Know #
Access is controlled by employee level. Not everyone sees all reports. You probably don’t want your newest hire pulling up profit margins or employee performance numbers. TORO lets you control who sees what based on their access level.
The data is real-time. You can check today’s performance at any point during the day. No waiting for end-of-day processing.
Large date ranges take a moment. If you’re pulling a year’s worth of data across every product category, give it a few seconds to crunch. It’s doing a lot of math.
ARM is always growing. New reports get added based on what store owners ask for. If you find yourself wishing a report existed, there’s a good chance it’ll show up in a future update.
