Navigate the MerchantFlow dashboard for merchants and agencies. Explore profit, marketing, product, and customer analytics in one view.

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. Every metric updates in real time via the Live indicator, so you always see current performance data.

Merchant Navigation

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

Dashboard -- high-level KPIs and North Star metrics
Profit -- P&L, daily breakdown, bank balance, expenses, COGS, and funding impact
Products -- product performance, product viability, and feed health via Merchant Center
Marketing -- ads and channels, traffic sources, and attribution
Customers -- cohort analysis and order-level data
Valuation -- business valuation estimates
Reports -- exportable reports
Flow AI -- AI assistant for data-driven Q&A

How to Navigate the Profit Group

The Profit group covers:

Summary P&L (P&L Overview)
Daily breakdown
Bank balance
Expenses
COGS
Funding impact

How to Navigate the Products Group

The Products group covers:

Product performance
Product viability
Feed health / Merchant Center

How to Navigate the Marketing Group

The Marketing group covers:

Ads and channels
Traffic sources
Attribution

How to Navigate the Customers Group

The Customers group covers:

Cohort analysis
Orders

Agency and Partner Navigation

Agency-style tenants replace most merchant navigation with:

Portfolio -- workspace-level view across all connected brands
Clients or Brands -- manage brand relationships and approvals
Flow AI -- AI assistant with cross-brand context

See the Agency Workspace guide for full details.

How to Use Dashboard Header Controls

The dashboard header includes:

The Live indicator for sync health
Notifications for alerts and updates
Quick actions for common tasks
Tenant switching for multi-store or agency users
Settings and profile controls

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 tenant switcher in the top header to move between merchant workspaces and agency/partner workspaces.

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

Last updated: March 14, 2026