Author: Rob CuppettPosted On: Sep. 30, 2025Last Updated: Oct. 09, 2025
The dashboard is the first page admin users see upon logging in, so it's designed to provide a clear, at-a-glance summary of key account information. At the top, you'll find the Financial Overview, followed by the Website Overview and Security Overview. Together, these sections offer a snapshot of your business's overall health and highlight areas that may need attention. Any tasks requiring action are neatly organized, making it easy to stay on top of priorities.
Quick Summary The dashboard is your central hub for real-time insights across Finance, Website Operations, and Security. Whether you're monitoring cash flow, tracking top-performing products, or catching potential fraud, everything is neatly organized and up to date - so you can act fast and stay informed without digging through reports.
The screenshot below shows what the dashboard will look like when you log in.
Note: The data shown in this screenshot is for example purposes only and does not represent real information.
Below is a list of each section within the dashboard. Click on any section that interests you to learn more.
The Cash & Liquidity section includes five key financial metrics that most CFOs look for to assess the company's financial position. These are:
Total Bank Balances: The combined total of all funds available across your bank accounts. This represents the immediate cash resources your business has on hand.
Working Capital: Calculated as current assets minus current liabilities, working capital indicates the liquidity available to run day-to-day operations.
Current Ratio: The ratio of current assets to current liabilities, showing your company's ability to pay short-term obligations. A ratio above 1 generally indicates good financial health.
Quick Ratio: Also known as the acid-test ratio, this measures the ability to meet short-term liabilities with the most liquid assets, excluding inventory.
Burn Rate: The rate at which your company is spending cash, typically calculated monthly. This helps monitor how quickly funds are being used relative to revenue.
Sales Pipeline
The Sales Pipeline section provides insight into your current and projected revenue, helping you track sales performance, forecast income, and identify bottlenecks in your sales process.
Quoted Total: The total value of all open quotes currently in the pipeline. This helps estimate the potential value of future sales if all quotes are successfully converted. Calculated by summing the value of all active quotes.
Booked Orders: The total value of orders that have been confirmed or accepted by customers. This reflects secured revenue that is in the process of being fulfilled.
Invoiced Revenue: The total value of invoices issued to customers. This represents formally billed revenue, including amounts that have not yet been paid.
Quotes-to-Orders: The percentage of quotes that have successfully converted into booked orders. This metric helps evaluate the effectiveness of your sales team and quoting process. Calculated as (Number of Quotes Converted to Orders ÷ Total Quotes Issued) × 100.
Average Deal Size: The average value of a closed deal. This helps you understand the typical sale amount and can support strategic planning and revenue forecasting. Calculated by dividing total revenue from closed deals by the number of those deals.
Accounts Receivable
The Accounts Receivable section helps you monitor incoming cash flow, track outstanding invoices, and identify potential collection issues before they impact liquidity.
Total A/R: The total amount of money owed to your business by customers for goods or services delivered but not yet paid. Calculated by summing all open invoices.
Past Due A/R: The portion of receivables that are overdue based on payment terms. This highlights potential collection risks. Calculated by summing invoices past their due date.
Invoices Past Due: The number of individual invoices that are currently overdue. This metric helps identify the volume of collection issues, regardless of dollar amount.
A/R Aging Buckets: A breakdown of outstanding receivables grouped by the number of days overdue (e.g., 0–30, 31–60, 61–90, 90+ days). Useful for spotting trends in late payments.
Average Days to Collect: The average number of days it takes customers to pay their invoices. Calculated using the Days Sales Outstanding (DSO) formula: (Accounts Receivable ÷ Total Credit Sales) × Number of Days.
Accounts Payable
The Accounts Payable section provides visibility into your company's short-term obligations, helping you manage cash flow, prioritize payments, and avoid late fees.
Operating Liabilities: The total amount your business currently owes for operating expenses such as utilities, rent, and vendor invoices. Calculated from your accounts payable ledger.
Upcoming Large Expenses: A preview of significant bills or liabilities due soon. Helps in planning payments and managing cash reserves.
Days Payable Overdue: The number of days past due for invoices that have not yet been paid. Indicates how far behind your business is on obligations.
Payable Bills Overdue: The number of overdue bills that are awaiting payment. Useful for prioritizing which vendors need to be paid first.
Average Days to Pay Vendors: The average time it takes your business to pay its suppliers. Calculated using Days Payable Outstanding (DPO): (Accounts Payable ÷ Cost of Goods Sold) × Number of Days.
Profitability Snapshot
The Profitability Snapshot offers a high-level view of your company's financial performance, helping you assess margins, earnings, and overall financial health.
Gross Profit Margin: The percentage of revenue remaining after deducting the cost of goods sold (COGS). Calculated as (Revenue - COGS) ÷ Revenue × 100.
Net Profit Margin: The percentage of revenue that remains as net income after all expenses, taxes, and interest. Calculated as Net Income ÷ Revenue × 100.
Operating Margin: Measures profitability from core operations before interest and taxes. Calculated as Operating Income ÷ Revenue × 100.
EBITDA: Earnings before interest, taxes, depreciation, and amortization. This metric is often used to assess operating performance without the impact of non-cash or financing expenses.
Net Income: The company's total profit after all expenses have been deducted from revenue. Found at the bottom of the income statement.
General KPIs
The General KPIs section tracks key performance metrics across operations, sales, and customer behavior - helping you measure business efficiency and identify growth trends.
Inventory Value On Hand: The total value of all inventory currently in stock. Calculated using cost-based valuation methods such as FIFO, LIFO, or weighted average.
Inventory Turnover: The number of times inventory is sold and replaced over a period. Calculated as Cost of Goods Sold ÷ Average Inventory. A higher ratio indicates efficient inventory management.
New Customer Ratio: The percentage of new customers relative to total customers in a given period. Useful for measuring growth and acquisition effectiveness.
Return Customer Ratio: The percentage of returning customers compared to total customers. Helps gauge customer loyalty and satisfaction.
Pacing Year-End: A projection of your year-end revenue based on current data and trends. Useful for tracking progress toward annual revenue goals.
Website Overview
Web Analytics
The Web Analytics section provides a detailed snapshot of user activity, sales performance, and conversion behavior on your website, all built directly into Ratal's ERP platform. This data helps you understand traffic trends, identify revenue drivers, and optimize marketing efforts. With the end of third-party cookies, owning your own analytics has become increasingly important.
The first half of the analytics screenshot displays the following columns:
Dates: The specific reporting date or date range for the analytics data displayed, defined by the user-selected filter in the dashboard.
Unique Visitors: The number of distinct individuals who visited your website during the selected date range. Calculated by filtering out repeat visits using Ratal's first-party cookies and IP address tracking. For privacy, IP addresses are masked by default. Click the blue unique visitor count link to view all unique visitors and their click paths.
Pageviews: The total number of pages viewed by all users.
Orders: The total number of completed transactions placed on the website during the selected date range.
Products: The total revenue generated from product sales, excluding shipping, tax, and discounts. Calculated by summing the line-item prices of all products sold.
Shipping: The total amount collected from customers for shipping fees during the selected date range.
Tax: The total amount of sales tax collected from customers based on the order location and the applicable tax rules set in your account.
Discounts: The total value of all discounts applied to orders when users enter a coupon code on the cart page.
Order Total (tax not included): The total order revenue excluding tax. This includes product and shipping revenue, minus any discounts applied.
As you scroll horizontally, you'll see the remaining columns in the second half of the analytics screenshot:
Order Landed Cost: The total cost of goods sold (COGS) for the order. Calculated based on the landed cost values assigned to each product.
Order Profit / Margin: The net profit earned from each order after subtracting the landed cost from the order total. Displayed as a revenue amount followed by the profit margin percentage.
Average Order: The average revenue per order, calculated by dividing the total order revenue by the number of orders.
Abandonment Carts: The number of shopping carts that were initiated but not completed. These are saved as leads, allowing you to follow up with potential customers to understand why they didn't complete their purchase and assist in closing the order.
Form Conversions: The number of completed form submissions (e.g., contact forms, lead forms, quote requests) during the reporting period.
Form Conversion Value: The estimated revenue value attributed to form conversions, calculated based on the value assigned to each form created.
In recent years, analytics provided by some third-party platforms have become increasingly opaque, making it harder to trust the data - particularly when it comes to traffic allocation and conversion attribution. In other words, it's often unclear where conversions actually originate from.
This growing lack of transparency has made it more important than ever for marketers to fully own and control their analytics. By doing so, we gain access to clear, reliable data that empowers us to make informed decisions and continuously improve our business in meaningful ways.
Pending Posts / Reviews / Q&A
This section allows you to easily keep track of user-generated content that needs your attention. Moderating these items ensures your site remains professional, helpful, and free from spam or irrelevant content.
Pending Blog Post Comments: Displays comments submitted by readers that are awaiting moderation. Reviewing them before publishing helps maintain the tone and credibility of your blog content.
Pending Product Reviews: Shows product reviews submitted by customers that haven't yet been approved. Monitoring these allows you to publish authentic feedback while filtering out spam or inappropriate content.
Pending Product Questions: Displays questions from potential buyers on product pages. Timely responses can improve customer trust and boost conversions.
Affiliates / Leads / Inventory
This section helps you stay on top of key marketing, sales, and inventory opportunities that require action.
Pending Affiliate Applications: Displays new affiliate sign-up requests waiting for approval. Reviewing them promptly helps grow your partner network while maintaining quality control.
Form Submissions / Leads: Displays submissions from forms you've created and embedded on any page within the CMS. Staying on top of these helps sales and support teams respond promptly and effectively.
Lowest Inventory Available with No Dropship Center: Identifies products that are running low in stock and are not connected to a dropship center. This supports timely reordering.
Searches / 404's / Feeds
This section gives insight into how users are interacting with your site and where improvements may be needed.
Top Site Searches: Displays the most commonly searched terms on your site. This helps identify what users are looking for and can guide content or merchandising decisions.
Top 404 Errors: Shows pages that are generating the most 'page not found' errors. Addressing these improves the user experience and helps retain traffic.
Shopping Feeds: Displays each feed's URL along with the number of products it contains. These feeds connect your store to external marketplaces or ad networks, ensuring your products are listed accurately and consistently.
Security Overview
Top IPs Hitting the Site – Last 24 Hours: Displays the IP addresses generating the highest number of requests to your site. Monitoring this helps identify bots, scraping tools, or suspicious traffic, allowing you to block IPs that may pose a threat.
Top IPs with Declined Card Attempts – Last 24 Hours: Tracks IPs with multiple failed payment attempts. These could indicate fraudulent behavior, such as card testing, and are important to flag and block proactively.
Top IPs with Failed Login Attempts – Last Hour: Shows IP addresses that are repeatedly failing to log in, which can be a sign of brute-force attacks or unauthorized access attempts. Monitoring this allows for quick intervention.
Whether you're in accounting, marketing, purchasing, or any other department, the dashboard gives you the real-time data you need to stay informed and take action. It's designed to surface key metrics and potential issues at a glance, so you don't have to dig through reports or jump between systems. The result? Smarter decisions, faster reactions, and a more connected business workflow - all from one central place.
Frequently Asked Questions
What is the purpose of the dashboard?
The dashboard provides a real-time overview of key business data across financials, website activity, and security. It's designed to help you quickly spot areas that need attention and make informed decisions without switching between multiple admin sections.
Who can access the dashboard?
The dashboard is available to admin users or team members who have been granted permission. Access is controlled through the user permission set assigned to each logged-in user.
How often is the data on the dashboard updated?
All dashboard data updates in real time with no delays, ensuring you always have the most current information to make informed decisions instantly.
Can I customize which sections appear on my dashboard?
Yes. Dashboard sections are displayed based on whether the user has access to the corresponding admin pages. To hide a section for specific users, simply remove their access to the related URLs in the admin area.
What should I do if I see unusual activity in the Security Overview?
If you notice suspicious IPs, failed login attempts, or declined card activity, click the section heading to view the full report. From there, you can review all related IPs and block any that appear to be a threat.
Rob Cuppett is the founder and lead engineer behind Ratals, bringing over 20 years of experience in digital marketing, software development, and business automation. He shares expert tutorials, practical guides, and insights to help business owners optimize, customize, and fully leverage software solutions to grow their businesses efficiently.
About Ratals
Rob Cuppett is the visionary founder and lead engineer behind Ratals Inc., the groundbreaking software platform designed to revolutionize how businesses operate.
Rob's journey into the digital world began in 2001, during a time when resources on starting...
