MerchantFlow Documentation

MerchantFlow is an e-commerce analytics and profitability platform that helps Shopify and WooCommerce merchants connect commerce, marketing, and finance data in one workspace. Use these guides for signup, onboarding, integrations, sync, reporting, billing, and ongoing account management.

Start Here

• Getting Started Overview - Choose the right setup path for a merchant, Shopify app, demo workspace, or agency team
• Create Account - Web signup, social signup, invitations, verification, and 2FA
• Demo Mode - Explore MerchantFlow with sample data before connecting live accounts
• Connect Integrations - Commerce, Google, ad, and fulfillment setup
• First Sync - What happens after onboarding and how to verify incoming data
• Agency Workflows - How agency and partner workspaces invite and manage brands

Dashboard Guides

• Dashboard Overview - Navigation, workspace types, and the main analytics areas
• Live Updates - Live indicator, integration health, and background sync visibility
• Reports - Report library, templates, and custom report creation
• Ads and Channels - Paid channel performance, country views, and attribution entry points
• Setup Guide - Revisit setup tasks after onboarding
• KPI Metrics - Revenue, ROAS, contribution margin, and efficiency metrics
• Products Table - Search, filter, export, and segment product performance
• Product Details - Drill into one SKU, variant, or product family
• Performance Charts - Read trend lines and compare periods
• Traffic Sources - Understand where sessions and revenue originate
• Time Ranges - Compare current and previous periods cleanly
• AI Insights - Generated recommendations tied to current performance
• AI Assistant - Use CMO, Executive, and Finance style assistants
• Attribution - Project, channel, and UTM attribution views
• Bank Balance - Cash position and runway context
• Bundles - Bundle and kit treatment in reporting
• Expenses - Operating, capital, and burn-rate tracking
• Merchant Center - Feed diagnostics and approval issues
• Cohort Analysis - Retention and lifetime value by acquisition period
• Business Valuation - Automated SDE-based valuation estimates
• Revenue-Based Funding - Funding agreement and repayment tracking
• Product Viability - Evaluate margin before launch
• North Star Metrics - Configure top-line metrics per workspace
• Dashboard Customization - Tailor layouts and saved views
• P&L Overview - Profit, COGS, expenses, orders, and balance tracking

Profitability and Finance

• Ad Spend - Unified paid media cost tracking
• COGS Management - Product-level and bundle cost modeling
• Orders - Order-level margin visibility
• Profit Margins - Understand gross, contribution, and net margins

Integrations

• Integrations Overview - Supported services and where to connect them
• Shopify - Connect a Shopify store through onboarding or settings
• Shopify App Store - Embedded Shopify install and billing flow
• WooCommerce - Connect WooCommerce with read-only REST credentials
• Google Analytics 4 - Select the GA4 property to sync
• Search Console - Select the verified site to sync
• Merchant Center - Select the Merchant Center account for feed diagnostics
• Google Ads - Configure Google Ads if it is enabled on your MerchantFlow environment
• Meta Ads - Connect Meta and choose the ad account to sync
• Snapchat Ads - Connect Snapchat Ads
• TikTok Ads - Connect TikTok Ads
• Speedfulfill 3PL - Optional warehouse and fulfillment sync
• UTM Tracking - Revenue attribution via UTM parameters
• Troubleshooting Integrations - Common connection and configuration failures

Sync and Data Freshness

• Sync Overview - How MerchantFlow runs background sync jobs
• Manual Sync - Quick sync from the dashboard and detailed manual sync from settings
• Selective Sync - Choose a provider and sync depth
• Sync Status - Understand queued, running, completed, and failed jobs
• Sync Troubleshooting - What to check when data looks stale or incomplete

Account and Billing

• Account Overview - Profile, security, roles, and team management
• Team Management - Invite, resend, cancel, remove, and transfer ownership
• Roles and Permissions - owner, admin, analyst, and viewer
• Security - 2FA, verification, password resets, and session safety
• Profile Settings - Update profile identity, locale, and account preferences
• Password Reset - Recover access and restart a reset safely
• Billing Overview - Stripe and Shopify billing paths
• Pricing Plans - Monthly and annual pricing
• Trial Period - How the 7-day trial works in web and Shopify flows
• Payment Methods - Update cards or follow Shopify-managed billing
• Invoices - Find billing history and provider-specific invoice sources
• Upgrade or Downgrade - Change plan commitment and billing frequency
• Cancel Subscription - Stop renewal or remove access immediately

FAQ, Troubleshooting, and Legal

• FAQ - Product, billing, sync, and setup questions
• Troubleshooting - Empty dashboards, incorrect metrics, login problems, and sync failures
• Sync Failures - Focused guidance for jobs that do not complete
• Legal and Privacy - Terms, privacy, security, and compliance pages

Free Tools

• Product Profitability Calculator - Estimate margin after product, platform, and ad costs
• Break-Even ROAS Calculator - Calculate your breakeven return on ad spend
• Ecommerce Fees Calculator - Compare platform and payment fee impact

Frequently Asked Questions

What is MerchantFlow?

MerchantFlow is an e-commerce analytics and profitability platform that unifies data from Shopify, WooCommerce, Google Analytics 4, Google Ads, Meta Ads, and other marketing platforms into a single dashboard. It helps merchants calculate true profit margins by tracking revenue, COGS, ad spend, and operating expenses.

How does MerchantFlow differ from Google Analytics?

MerchantFlow provides product-level profitability analysis that GA4 does not offer. It combines order data from your e-commerce platform with ad spend from advertising integrations and cost-of-goods data you provide, giving you gross margin, contribution margin, and net margin calculations per product.

Which e-commerce platforms does MerchantFlow support?

MerchantFlow supports Shopify (all plans, including Shopify App Store embedded install) and WooCommerce (self-hosted with read-only REST API credentials). Each workspace connects to one store.

How do I get started with MerchantFlow?

Create an account, connect your e-commerce platform and analytics integrations, and run your first data sync. The entire setup process typically takes 15 to 25 minutes. See the Getting Started guide for step-by-step instructions.

Support

• Product support: [email protected]

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Last updated: March 14, 2026