Marketing Driven Sales Dashboard Overview
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The Marketing Driven Sales Dashboard centralizes your marketing performance and Toast demand tools into a single, clear view, showing how each effort drives revenue across your ordering channels. Connecting your marketing directly to real sales results, it helps you quickly see what’s working, make smarter decisions, and focus on the strategies that grow your business. You will have access to the following data:
A comprehensive view of marketing performance, including total sales influenced by marketing, alongside non-attributed sales for clear comparison.
Revenue attribution across Toast demand tools and channels (Ads, Email, SMS, Loyalty, Gift Cards, Promos, Toast Tables, Online Ordering), including the value generated by each.
Insights into sales impact by ordering channel, highlighting where marketing drives the most revenue.
Visibility into customer growth, including the percentage of sales from new guests by channel and trends in acquisition, reactivation, and retention.
Clear answers to key questions: whether marketing efforts are driving meaningful results, increasing order value, and where to focus for the greatest impact.
Access the Marketing Driven Sales Dashboard
To access the Marketing Driven Sales Dashboard, log in to Toast Web, navigate to Reports > Sales > Marketing-driven sales.
Navigate the Marketing Driven Sales Dashboard
Marketing Driven Sales Dashboard: Overall Impact
Date: Change the date to the timeframe you would like to pull your data.
Attributed sales: Total sales attributed to at least one guest engagement channel. Each order is only counted once, even if multiple channels played a role.
Attributed orders: Total number of orders attributed to at least one guest engagement channel. Each order is counted once, even if multiple channels played a role.
Average attributed order value (AOV): Average sales amount from attributed orders. Calculated as total attributed sales divided by the total number of attributed orders.
Return on Ad Spend (ROAS): Total sales generated from ads divided by ad spend. Shows how efficiently ad campaigns drive revenue.
Attributed sales by guest type: Breakdown of guest attributed sales.
New guests: % of attributed sales from guests who placed their first order during this period.
Returning guests: % of attributed sales from guests who ordered previously and again during this period. Includes reactivated and active guests.
Reactivated guests: Guests who have dined before but not within the 30 days prior to the selected timeframe.
Active guests: Guests who dined in the selected timeframe and also within the 30 days prior.
Count of guests by guest type: A count of New guests, Reactivated guests, and Active guests for the selected timeframe.
Retention rate: Percentage of guests who returned and placed another order during this period, shown for Marketing-influenced guests vs. Average guests.
Marketing-influenced guests: Percent of guests who placed an attributed order who placed another order (attributed or not) in the selected date range.
Average guests: Percent of all guests who returned and placed another order in the selected date range.
Marketing Driven Sales Dashboard: Guest Behavior Layer
Attributed sales by guest type
New guests: Percentage of attributed sales from guests who placed their first order during the selected period.
Returning guests: Percentage of attributed sales from guests who ordered previously and again during the selected period. Includes active and reactivated guests.
Active guests: Guests who placed an attributed order during this period and had ordered within the previous 30 days.
Reactivated guests: Guests who placed an attributed order during this period after not ordering in the previous 30 days.
This section also shows the count of guests in each guest type.
Retention rate
Marketing-influenced guests: Percentage of guests who placed an attributed order during the selected period who placed another order, attributed or not, during that period.
Average guests: Percentage of all guests who returned and placed another order during the selected period.
Note: Compare these two rates to see whether guests reached through your marketing efforts and Toast demand tools return more often than your average guest.
Marketing Driven Sales Dashboard: Demand Drivers
In this area of the Marketing Driven Sales Dashboard, see what guest engagement sources drove the most attributed sales.
Loyalty: Orders where a guest earned or redeemed loyalty rewards.
Email: Orders placed within two weeks of receiving an email campaign. Each campaign counts only a guest's next order, and each order is attributed to only one email or SMS campaign.
Promo: Orders where a guest used a promo code.
SMS: Orders placed within two weeks of receiving an SMS campaign. Each campaign counts only a guest's next order, and each order is attributed to only one email or SMS campaign.
Order With Google: Toast Online Orders placed through your Order with Google integration.
Toast Local: Orders placed through your Toast Local web listing.
Toast Local (app): Orders placed through the Toast Local app.
Gift Cards: Orders where a guest partly or fully paid with a gift card.
Toast Tables: Orders associated with a Toast Tables reservation. Includes deposit and prepayment orders.
SEO (Search Engine Optimization): Orders placed from Google search result click-throughs to your Toast Online Ordering page.
Note: The Demand Drivers table also shows a % from new guests column for each channel, the percentage of that channel's attributed sales that came from new guests.
Loyalty sales lift: Total sales for loyalty-applied orders divided by the total rewards amount redeemed in those orders. Shows how effectively loyalty participation encourages higher guest spend.
Promo sales lift: Total sales from promo-applied orders divided by the total promo discount amount. Shows how effectively promos encourage larger orders for each dollar discounted.
Gift card overspend: Total sales from gift card-applied orders divided by total gift card amount redeemed in those orders. Shows how effectively gift cards drive guests to spend beyond their card balance.
% from new guests: New guest channel attributed sales divided by total channel attributed sales. This column appears in both the Demand Drivers and Demand Converters tables.
Marketing Driven Sales Dashboard: Demand Converters
Marketing Driven Sales Dashboard demand converters display the order sources that captured the most attributed sales, including Toast Tables reservations (orders placed through a Toast Tables reservation or waitlist, including deposit and prepayment orders). Order source demand converters will be displayed based on the products your business uses.
Note: The Demand Converters table also shows a % from new guests column for each order source, the percentage of that order source's attributed sales that came from new guests.
Third-party Demand Converters
Marketing Driven Dashboard Third-Party Demand Converters is a breakdown of your location's off-premise order sources, showing the percentage that come from direct (commission-free) channels versus third-party channels.
Additional Resources