MerchantFlow Dashboard Guide

MerchantFlow Dashboard Guide

The MerchantFlow dashboard is the central hub for monitoring your e-commerce store's profitability, marketing performance, product analytics, and customer insights. MerchantFlow displays different navigation layouts depending on whether you operate a merchant workspace or an agency/partner workspace.

What Is the MerchantFlow Dashboard?

The dashboard consolidates data from your connected integrations (Shopify, WooCommerce, Google Ads, Meta Ads, and more) into actionable views organized by business function. Metrics refresh as each sync completes -- MerchantFlow runs one delta sync every 30 minutes -- and the Live indicator in the header tells you how fresh the numbers are.

Merchant Navigation

Merchant workspaces group the product into these top-level areas:

• Dashboard -- high-level KPIs and North Star metrics
• Stores -- the stores on your account and how many your plan includes
• Profit -- P&L summary, daily breakdown, markets, bank balance, expenses, COGS, and external funding
• Products -- product performance, product viability calculator, and feed health via Merchant Center
• Marketing -- channels, traffic, attribution, and discount codes
• Customers -- cohorts, customer LTV, orders, and unit economics
• Valuation -- business valuation estimates (Plus)
• Reports -- exportable reports (Pro and Plus)
• Tools -- Discount Impact, Pricing Waterfall, Bundle Margin, and Gift with Purchase calculators
• Flow AI -- AI assistant for data-driven Q&A (Pro and Plus)

Navigation is a horizontal bar in the dashboard header; selecting a group opens its sub-navigation on a second row. Entries appear only when the matching plan feature or per-tenant feature flag is enabled. Valuation, the Product Viability Calculator, and External Funding are Plus features; Reports, Feed Health, and Flow AI require Pro or Plus; Traffic, Attribution, Feed Health, and Subscriptions are additionally gated behind per-tenant feature flags.

How to Navigate the Profit Group

The Profit group covers:

• Summary (/dashboard/pnl) - see P&L Overview
• Daily Breakdown (/dashboard/pnl/daily-breakdown)
• Markets (/dashboard/pnl/markets) - country-level P&L with CAC and POAS, documented as Margin by Region
• Bank Balance (/dashboard/pnl/bank-balance) - see Bank Balance
• Expenses (/dashboard/expenses) - see Expenses
• COGS (/dashboard/cogs) - see COGS Management
• External Funding (/dashboard/funding) - Plus only

How to Navigate the Products Group

The Products group covers:

• Performance (/dashboard/products)
• Product Viability Calculator (/dashboard/product-viability) - Plus only
• Feed Health (/dashboard/merchant-center) - see Merchant Center

How to Navigate the Marketing Group

The Marketing group covers:

• Channels (/dashboard/ads) - see Ads and Channels
• Traffic (/dashboard/traffic) - Search Console driven, shown only when the search_console_enabled flag is on
• Attribution (/dashboard/attribution) - shown only when the attribution_enabled flag is on
• Discount Codes (/dashboard/discount-codes) - per-code margin and profitability

How to Navigate the Customers Group

The Customers group covers:

• Cohorts (/dashboard/cohorts) - see Cohort Analysis
• Customer LTV (/dashboard/customers/ltv) - per-customer lifetime value with CAC and LTV:CAC
• Orders (/dashboard/orders)
• Unit Economics (/dashboard/unit-economics) - blended CAC, LTGP, payback period, and break-even floor
• Subscriptions (/dashboard/subscriptions) - shown only when the subscription_revenue_beta flag is on

Agency and Partner Navigation

Agency-style tenants replace the entire merchant navigation with:

• Portfolio -- workspace-level view across all connected brands, with Overview and Reports sub-entries. Full-service agencies also get Fulfillment Ops; 3PL tenants get a Fulfillment Ops group in place of Portfolio.
• Clients (agency tenants) or Brands (partner tenants) -- manage brand relationships and approvals
• Referral coupons and Payouts -- partner tenants only
• Flow AI -- AI assistant, available on Pro and Plus

See the Agency Workspace guide for full details.

How to Use Dashboard Header Controls

The dashboard header includes:

• The Live indicator for sync health
• The What's New dropdown for recent feature releases, improvements, and fixes
• Notifications for alerts and updates
• Quick Actions for Add Expense, Add COGS Entry, View Orders, and Trigger Sync
• Store switching for multi-store or agency users
• A Fullscreen toggle
• Settings and profile controls, including the help menu that replays the guided tours

Most merchant pages also show a global date range selector below the main header, letting you filter all visible data by custom time periods.

Frequently Asked Questions

What integrations does the MerchantFlow dashboard support?

MerchantFlow connects with Shopify, WooCommerce, Google Ads, Meta Ads, TikTok Ads, Snapchat Ads, Google Analytics, and Google Search Console. See Integrations for the full list.

Can I customize which widgets appear on my dashboard?

Yes. Use the Dashboard Customization feature to show, hide, and reorder widgets, and configure your North Star KPIs.

How do I switch between merchant and agency views?

Use the store switcher in the top header to move between merchant workspaces and agency/partner workspaces. While viewing a client brand, agency users get a Back to Agency Dashboard entry in the same menu.

Why is my dashboard showing no data?

If your dashboard appears empty, check your integration connections and sync status. See No Data Troubleshooting for step-by-step fixes.

Related Guides

• Live Updates
• Reports
• Daily AI Email Summary
• Ads and Channels
• Setup Guide
• KPI Metrics
• Products Table
• Product Details
• Performance Charts
• Traffic Sources
• Time Ranges
• AI Insights
• Bundles
• Expenses
• Tax Rules
• Bank Balance
• Attribution
• Discount Codes
• Customer LTV
• Unit Economics
• Margin by Region
• Merchant Center
• Getting Started
• P&L Overview
• No Data Troubleshooting
• Incorrect Metrics Troubleshooting
• Browser Issues Troubleshooting
• Troubleshooting Overview

---

Last updated: August 29, 2026