Running a successful farm, food hub, or direct-to-consumer business isn’t just about delivering great products; it’s about making data-driven decisions that increase efficiency, profitability, and customer satisfaction. Local Line makes this easy with a robust reports dashboard that gives you insights across every part of your operation.
Below, we break down the key metrics in your Local Line dashboard by section, explain what each one tells you, and how you can use that data to take action.
Products Metrics: Understand What You Sell Best
Your product catalog is at the heart of your business, and understanding how each item performs is crucial for making informed decisions about inventory, pricing, and promotions. The Products section of your Local Line dashboard provides a detailed snapshot of what’s moving, what’s underperforming, and how your offerings align with customer demand. From top-selling items to out-of-stock alerts, these metrics help you optimize stock levels, refine your product strategy, and identify opportunities to grow revenue through better assortment and packaging. Whether you're managing a few staple goods or a complex box program, this section gives you the insights needed to sell smarter.
Top Metrics to Focus On
Top Selling Products
Why it’s important: Identifies which products generate the most revenue.
Why you should care: Focusing on best-sellers ensures you're producing, stocking, and promoting what customers already love, leading to higher ROI and fewer unsold items.
Out of Stock Products
Why it’s important: Alerts you when demand exceeds supply.
Why you should care: Running out of product can mean missed revenue and disappointed customers. Staying on top of stockouts helps you plan production and avoid gaps.
Top Selling Categories
Why it’s important: Shows which product types are most in demand.
Why you should care: Understanding category-level trends allows you to expand in high-demand areas and cut back on underperformers.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
Top Selling Products
This metric tracks your best-selling products.
It helps identify trends and performance related to product sales.
Use this insight to stock efficiently and market popular products.
Top Selling Categories
Tracks which product categories sell the most.
Shows what types of products are in highest demand.
Focus inventory and promotion on these categories.
Total Products (Visible and Hidden)
Counts all listed products, shown or hidden.
Reveals the breadth and complexity of your catalog.
Update listings for clarity and manageability.
Total Fees Charged
Tracks the total delivery and service fees collected from customers.
The revenue contribution from delivery-related fees.
Assess whether fees align with delivery costs and consider adjusting the fee structure.
Products per Price List
Shows the number of products available per price list.
Indicates customization level across customer types.
Tailor price lists to optimize sales to different groups.
Out of Stock Products
Highlights products currently out of stock.
Signals demand vs. supply gaps.
Improve inventory management and forecasting.
Product Sales
Displays product sales data in tabular format.
Offers granular sales insight by item.
Analyze individual product performance.
Package Sales
Displays package-based sales data.
Understand how different packages offers perform.
Define which sizes of packages sell better than others.
Number of Boxes
Total boxes configured in your account.
Measures box program scope.
Know what you have live at a glance.
Number of Packages per Box
Details what's inside each box.
Tracks box composition.
Adjust box offerings based on performance.
Top Selling Boxes
Shows most popular box types.
Identifies strong recurring sales items.
Focus marketing on high-performing boxes.
Top Selling Box Entries
Lists best-selling items within boxes.
Highlights which box contents are most appealing.
Refine box contents to increase satisfaction.
Product Owner (Vendor) in Sales
Associates product sales with vendor.
Useful for food hubs or farms reselling.
Track contributions and performance per vendor.
Product Quantity Sold
Amount of each product sold.
Reflects demand and velocity.
Use to manage restocking cycles.
Orders Metrics: Track Sales Performance and Operational Flow
Order data is one of the most telling indicators of your business’s health. The Orders section of your Local Line dashboard provides a comprehensive look at sales performance, customer behavior, and fulfillment efficiency. From tracking net revenue and order volume to analyzing average order size, taxes, discounts, and overdue transactions, these insights help you spot trends, measure the success of promotions, and identify areas for operational improvement. Whether you're trying to boost order value, reduce cancellations, or understand the impact of credits and coupons, this section equips you with the tools to fine-tune your sales strategy and streamline backend workflows.
Top Metrics to Focus On
Net Sales
Why it’s important: Provides a true picture of revenue after discounts and returns.
Why you should care: It’s essential for budgeting, setting goals, and evaluating profitability accurately.
Average Order Value (AOV)
Why it’s important: Reveals customer buying patterns and basket size.
Why you should care: You can use this to craft pricing strategies, minimum order thresholds, or bundle offers that increase average spend.
Cancelled Orders
Why it’s important: Helps identify operational hiccups or customer dissatisfaction.
Why you should care: A high number of cancellations could point to fulfillment issues, missed delivery windows, or unclear product availability; fixing these boosts trust and retention.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
Net Sales
Tracks total sales after returns and discounts.
Provides actual earned revenue.
Use for financial reporting and goal setting.
Number of Orders
Counts total orders placed.
Measures volume and growth over time.
Use to monitor business momentum.
Monthly Sales (Year to Date)
Shows month-over-month sales for current year.
Reveals seasonal trends and growth rate.
Helps plan marketing and inventory.
Average Order Value (AOV)
Average value of each order.
Indicates customer spending behavior.
Adjust pricing or promotions to boost average size.
Product Subtotal (Excl. Taxes)
Sales value before taxes.
Reflects actual product revenue.
Use for revenue planning and pricing models.
Taxes Collected
Total tax amount collected.
Ensures compliance and accuracy.
Track for remittance and accounting.
Credits Applied
Value of store credits used.
Shows how customers redeem credit.
Measure effectiveness of credit programs.
Package Sales
Displays package-based sales data.
Understand how different packages offers perform.
Define which sizes of packages sell better than others.
Coupon Savings
Discounts used through coupon codes.
Indicates uptake on promotions.
Use to optimize or adjust discounts.
Avg. Number of Products/Order
Products included per order.
Shows order complexity and size.
Improve packaging and fulfillment.
Cancelled Orders
Number of orders cancelled.
Identifies potential issues in process.
Focus marketing on high-performing boxes.
Overdue Orders
Orders not paid on time.
Flags orders that need to be addressed.
Use to optimize payment processes.
Overdue Amount
Value of revenue of overdue orders.
Quantifies the cost of delays.
Prioritize payment improvements.
Discounts Applied
Total value of all discounts.
Shows price reductions offered.
Analyze margin impact.
Customer Metrics: Know Who Your Buyers Are and How They Behave
Understanding your customers is key to building loyalty, increasing sales, and crafting personalized marketing strategies. The Customers section of your Local Line dashboard helps you analyze buyer behavior, measure engagement, and identify your most valuable relationships. Whether you're tracking repeat purchase rates, analyzing geographic trends, or monitoring credit usage, these metrics give you a full picture of your customer base. With insights into new customer growth, top spenders, and email outreach performance, you’ll be better equipped to tailor your communications, refine segmentation, and make data-backed decisions that strengthen customer retention and drive long-term business success.
Top Metrics to Focus On
Repeat vs. Non-Repeat Customers
Why it’s important: Indicates how loyal your customers are.
Why you should care: Repeat customers are the foundation of consistent sales. Monitoring this helps you refine loyalty programs and retention efforts.
Top Customers
Why it’s important: Shows who your most valuable customers are.
Why you should care: Recognizing and nurturing your VIPs with targeted offers or early access can deepen loyalty and drive more high-value orders.
Net New Customers
Why it’s important: Measures growth and reach.
Why you should care: A healthy flow of new customers keeps your sales pipeline fresh and helps balance churn over time.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
Unique Customers
Total distinct customers.
Shows reach and customer base size.
Evaluate growth and retention.
Repeat vs. Non-Repeat Customers
Tracks loyalty patterns.
Identifies engagement level.
Tailor loyalty programs and outreach..
Top Customers
Highest-spending customers.
Highlights top supporters.
Strengthen relationships with VIPs.
Net New Customers
First-time buyers in timeframe.
Indicates growth rate.
Measure impact of outreach and advertising.
Active Customers
Those who have ordered at least once.
Reflects engagement.
Prioritize re-engagement and retention.
Price List Emails Sent
Number of price list notifications emailed.
Measures outreach volume.
Use to assess customer communication frequency and marketing activity.
Customers per Price List
Shows activity and interest in each list.
Tracks list popularity.
Optimize segmentation and pricing strategy.
Outstanding Store Credit
Unused credit balances.
Reflects liability and opportunity.
DUse to nudge customers to redeem.
Sales by Customer
Sales per individual.
Helps track customer value.
Target promotions based on contribution.
Avg. Number of Products/Order
Products included per order.
Shows order complexity and size.
Improve packaging and fulfillment.
Sales by City
Location-specific sales performance.
Reveals regional demand.
Inform marketing and delivery planning.
Sales by State/Province
Same as above but broader geography.
Regional scale trends.
Decide where to expand service.
Store Credit Used
Total credits redeemed.
Shows actual credit redemption.
Evaluate effectiveness of incentives.
Fulfillment Metrics: Measure the Efficiency of Your Delivery and Pickup Operations
Efficient order fulfillment is essential for maintaining customer satisfaction and operational control. The Fulfillment section of your Local Line dashboard helps you evaluate how well your delivery and pickup systems are performing, from the balance of order types to revenue per plan and lead times. These metrics provide clarity on logistics costs, pricing thresholds, and customer behavior, giving you the information needed to fine-tune your delivery zones, adjust fees, and better allocate staff and vehicle resources. By continuously monitoring these insights, you can build a more scalable, responsive fulfillment strategy that supports growth and ensures smooth, reliable service.
Top Metrics to Focus On
% Pickup vs. Delivery
Why it’s important: Helps you understand fulfillment preferences.
Why you should care: Adjust staffing, scheduling, and marketing based on where customer demand is, especially useful when considering delivery costs or setting new pickup hubs.
Average Lead Time for Delivery
Why it’s important: Reflects how fast you fulfill orders.
Why you should care: If customers wait too long, satisfaction drops. Optimizing lead time helps manage expectations and maintain trust.
Sales per Delivery Plan
Why it’s important: Shows which routes or schedules generate the most revenue.
Why you should care: Helps you double down on what’s working and reconfigure or retire plans that are underperforming.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
% Pickup vs Delivery
Ratio of order types.
Customer fulfillment preference.
Adjust resources accordingly.
Total Fees Charged
Fees collected for delivery/pickup.
Reflects logistics revenue.
Compare to costs to manage margins.
Average Fees Charged
Average fee per order.
Customer price sensitivity indicator.
Optimize fee strategy.
Number of Delivery Plans
Distinct delivery configurations.
Shows service complexity.
Streamline or expand based on need.
Active Customers
Those who have ordered at least once.
Reflects engagement.
Prioritize re-engagement and retention.
Sales per Delivery Plan
Revenue per delivery plan.
Identifies most effective plans.
Focus resources on high-performing ones.
Sales per Pickup Area
Revenue per location.
Evaluates pickup point performance.
Expand or consolidate accordingly.
Average Minimum Purchase (Delivery)
Threshold for delivery eligibility.
Shows how easy delivery is to access.
Adjust to increase participation.
Average Lead Time (Delivery)
Time between order and delivery.
Reflects responsiveness.
Optimize scheduling and driver planning.
Average Minimum Purchase (Pickup)
Same as above but for pickups.
Pickup-specific threshold.
Adjust to drive more orders.
Storefront Metrics: Understand How Customers Shop Online
Your online store is where customer intent meets action, or in some cases, abandonment. The Storefront section of your Local Line dashboard gives you valuable insight into how, when, and why your customers shop (or don’t). By tracking behaviors such as peak shopping times, cart abandonment rates, and preferred payment methods, you can uncover friction points in the buying journey and identify new opportunities to increase conversions. These insights help you fine-tune your storefront experience, optimize your promotional timing, and ensure your checkout process supports, not hinders, sales. With this data in hand, you can turn more browsers into buyers and improve the overall customer experience.
Top Metrics to Focus On
% of Abandoned Carts
Why it’s important: Reveals how often customers leave before completing a purchase.
Why you should care: A high rate suggests issues with pricing, product availability, or checkout experience, fixing these can quickly boost sales.
Most Active Shopping Times
Why it’s important: Tells you when customers are most likely to browse or buy.
Why you should care: You can time emails, flash sales, or customer service coverage to maximize visibility and conversions.
Sales by Payment Method
Why it’s important: Tracks how customers prefer to pay.
Why you should care: Offering flexible and preferred payment options improves customer experience and reduces friction at checkout.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
Most Active Shopping Times
Peak hours online.
When customers browse/shop most.
Time promotions or support accordingly.
Most Active Day of the Week
Peak weekday activity.
Same as above, weekly view.
Optimize ordering windows.
% of Abandoned Carts
Incomplete checkouts.
Indicates conversion issues.
Investigate how to improve checkout conversions. Send out abandoned cart emails.
Sales by Payment Method
Breakdown of payment types.
Customer preferences for payment.
Streamline options and incentives.
Sales by Price List
Revenue per price list.
Evaluates most which sales channel drives highest revenue.
Adjust offerings based on value.
Abandoned Cart Items
Products left in carts.
Specific product interest without purchase.
Targeted promotions.
Abandoned Carts
Cart value of abandoned orders.
Overall value of missed sales. Identifies customer.
Follow-up with customers. Turn on abandoned cart emails.
Vendors Metrics: Track Partner Contributions and Performance
If your business includes multiple suppliers or vendor partners, keeping tabs on their performance is critical to maintaining a smooth and profitable supply chain. The Vendors section of your Local Line dashboard gives you a clear view into how each vendor contributes to sales, which products perform best under which vendor, and how much of your order volume depends on external sources. With data like active vendor count, product-level profitability, and sales breakdowns, you can make smarter decisions about vendor relationships—whether that means expanding successful partnerships, offering more support to underperformers, or fine-tuning payouts and order planning. These insights empower you to manage your vendor network with greater transparency and effectiveness.
Top Metrics to Focus On
Product Sales by Vendor
Why it’s important: Measures which vendor-supplied products are performing.
Why you should care: Helps you support top vendors and troubleshoot low-performing ones to strengthen the product mix.
Sales by Vendor per Product
Why it’s important: Tracks sales at a granular level.
Why you should care: Useful for setting expectations with vendors, evaluating contracts, or adjusting payouts.
Orders with Vendor Products
Why it’s important: Indicates how much of your fulfillment relies on vendor-supplied goods.
Why you should care: Helps you assess supply chain dependencies and plan for contingencies or scaling.
In the table below, we break down all the metrics, what they mean, what they tell you, and how you can use them in your business:
Metric
Description
What It Tells You
What You Can Decide
Product Sales by Vendor
Sales attributed to each vendor.
Vendor performance tracking.
Prioritize high performers or support low ones.
Number of Active Vendors
Currently listed and enabled vendors.
Shows platform collaboration level.
Monitor supply chain scale.
Vendor Sales Breakdown
Sales totals, order count, units.
Multi-dimensional vendor data.
Helps with vendor reporting and planning.
Orders with Vendor Products
Orders involving vendor-supplied items.
Vendor contribution to overall ops.
Determine which relationships are benefical and which aren't.
Sales by Vendor per Product
Revenue per item per vendor.
Tracks product-level profitability.
Use for performance reviews and payouts.
The success of a farm or food hub depends not only on the quality of your products but also on your ability to operate with precision, agility, and insight. With Local Line’s reporting dashboard, you gain more than just access to data: you get a clear, actionable picture of your business’s health. From tracking top-selling products and customer loyalty to monitoring delivery performance and vendor contributions, these metrics enable you to make informed decisions that reduce inefficiencies, increase profitability, and enhance the overall customer experience.
Whether you’re optimizing your weekly fulfillment schedule or expanding into new markets, Local Line helps you track your success in real time and scale your business confidently. The more you understand your numbers, the better you can adapt, serve, and grow.
Want to learn more? Create a free account or chat with our team to see how we can help you simplify operations, boost sales, and build a more resilient business.
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Frequently Asked Questions about Local Line's Reports Dashboard
What is the Local Line Reports Dashboard?
The Local Line Reports Dashboard is a built-in analytics tool that helps farms and food hubs track key performance metrics across product sales, customer behavior, fulfillment, and more. It provides real-time insights to help you optimize operations and make smarter business decisions.
Why should farms track sales and fulfillment metrics?
Tracking metrics like top-selling products, order volume, and delivery efficiency helps farms reduce waste, increase revenue, and better serve customers. With accurate data, you can adjust inventory, streamline delivery routes, and grow your business more confidently.
What are the most important metrics for small farms to track?
Small farms should prioritize metrics such as top-selling products, average order value, repeat vs. new customers, and fulfillment lead times. These give clear insight into sales performance, customer loyalty, and operational efficiency.
How does Local Line help with delivery and pickup planning?
Local Line provides fulfillment metrics like % of pickup vs. delivery, average lead times, and sales by delivery plan. These insights help farms allocate resources, schedule routes efficiently, and improve service reliability.
Can I use Local Line metrics to improve marketing?
Yes. Metrics like most active shopping times, abandoned cart data, and sales by customer segment can help you time promotions, target emails more effectively, and improve conversion rates.
How can Local Line metrics help me scale my food hub?
By monitoring trends in sales, fulfillment, and vendor performance, you can identify what’s working and replicate it. The data helps you make informed decisions about expanding delivery zones, onboarding new vendors, or scaling your customer base.
Do I need to be tech-savvy to use Local Line’s reports?
Not at all. Local Line’s dashboard is user-friendly and built with small farms and food hubs in mind. Each report is easy to read and includes export options for deeper analysis or sharing with your team.
Nina Galle is the co-author of Ready Farmer One. She continues to arm farmers with the tools, knowledge, and community they need to sell online at Local Line.
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