Reading the dashboard KPIs

Five tiles on the owner dashboard answer the questions you'd ask a manager on a Monday morning. Here is what each one means, how it's calculated, and how to read the trend arrows.

Revenue · last 30 days

Total sales in the last 30 calendar days, summed across every channel (in-store, online, special order). The arrow compares to the prior 30 days. We exclude refunds and use the date the order was completed, not the date it was placed.

Profit margin

Gross margin across all sales in the window: (revenue − cost of goods sold) / revenue. This only works if you've entered cost-per-item on your products — until then the tile shows a placeholder. The arrow compares to the prior period.

If your margin tile looks too high, you probably have products with $0 cost entered. The product list filters by "missing cost" so you can fix them in one pass.

$ at risk

The single number nobody else surfaces. We add up the lifetime spend of every Gold or Silver tier customer who hasn't bought from you in 60–365 days. That's the dollars you've already earned and are now losing touch with. Clicking the tile opens the lapsed-customer worklist where you can win them back one note at a time.

Below reorder

Count of products at or under their reorder point. The number you'd reorder today if you were doing it the old way. Clicking the tile opens the restock worklist, ranked by which reorder would unlock the most attributed revenue (the waiting-customers math).

Alert revenue · 30d

The revenue attributable to alerts you sent in the last 30 days. We only count revenue when the customer clicked the alert and placed an order within 7 days of the click — conservative attribution by design. The supporting line ("8 alerts sent → 7 converted → 12 total orders") tells you how the math composes:

• Alerts sent — how many you actually sent in the window.
• Converted — alerts that generated at least one click-to-order within 7 days.
• Total orders — orders attributed across all converting alerts. (Higher than "converted" because one alert can drive multiple orders.)

This tile is the product showing you the ROI on itself, every month. When it climbs past your monthly subscription, you've covered it.