Your Sales Dashboard
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
Open the Dashboard and click the Advanced Reporting Module card. (Can't find it? Type "ARM" in the search box at the top right.) You'll land on the ARM main screen, which organizes everything into report categories down the left side.
The flow is simple: pick a category on the left, then click the report you want. Each report asks you for what it needs — a date range, and depending on the report, a product, category, employee, or comparison period — then opens the finished report. Once you've run one, you know how to run them all.
The Report Categories
ARM groups its reports into categories you pick from the tabs running down the left side: Store Requested, Loyalty, Sales, Inventory, Financial, Customer, Operations, and (for admins) High Risk Events. Here are the ones most owners live in.
Sales
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 time of day, by day of week and hour. 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 items were last quarter? Sales. Curious how one brand or vendor performed across two periods? Sales. Wondering if the new line you brought in is actually moving? Sales.
Customer
Your customers are the business. These reports show you who's spending the most (lifetime value), how often they're coming back (purchase frequency), 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
Money sitting on shelves is money not in your bank account. These reports show inventory valuation, dead stock that hasn't moved in months (Inventory Aging), turnover rates (how quickly products sell through), reorder point analysis based on your sales velocity, and an ABC analysis that ranks items by how much they contribute to revenue.
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
The behind-the-scenes stuff that keeps the shop running. Employee performance, labor productivity (sales per hour worked), supplier performance, vendor cost trends, returns and refunds, and payroll detail.
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? Which vendors keep raising their prices on me?
Financial
The stuff your accountant asks for. Profit & Loss Summary, margin analysis, cash flow, payment methods analysis, and business valuation. If you need to understand whether you're actually making money (not just moving money), these are the reports to run.
High Risk Events
Loss prevention, automated. These reports flag unusual activity — excessive voids, suspicious discounts, refunds without receipts, no-sale drawer opens, price overrides, and other patterns that deserve a second look. This category is only visible to admins and owners.
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.
Charts and tables make the data visual. Bar charts for comparisons, line charts for trends over time, pie charts for proportions, heatmaps for your busiest days and hours. The finished report opens in your web browser, so it's easy to read, scroll, and reference.
It opens in your browser. When a report finishes, TORO builds it as its own page and opens it in your web browser — the full report, every chart and table. From there it's a snap to print it or, if you'd rather have it in an inbox, email it (see Emailing Your Reports).
Period comparisons let you put two time periods side by side. This month versus last month. This year versus last year. Reports like Period Comparison and Customer Trend Comparison are built for exactly this — it's 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.