Multi-Store - Combined Reporting Across Stores

Multi-Store Reporting

Multi-store gives merchants who run more than one storefront a single combined view: one set of KPIs across every linked store, plus a leaderboard that ranks the stores against each other. It answers "how is the business doing" rather than "how is this store doing".

This is for one merchant running several of their own stores. If you manage stores belonging to clients, you want the agency workspace instead -- it uses a different permission model.

Availability

The combined rollup requires the Plus plan, which includes 5 stores. Starter and Pro include 1 store each.

The Stores navigation item is shown to every merchant regardless of plan -- below Plus it carries a lock icon and points at Manage Stores, which is where the store usage meter and the upgrade CTA live. What Plus unlocks is the All Stores rollup itself. The All Stores / Manage Stores sub-navigation appears once you either have two or more stores connected or are on a Plus-selected plan; below that the nav item is a single link straight to Manage Stores. With one store connected the item points at Manage Stores either way, since the rollup would only show an empty state.

Store slots are counted against your selected tier, not the trial-promoted one. A Pro-selected account inside its Plus trial still gets one store slot, so a trial cannot leave you with two stores and no entitlement when it ends.

The All Stores view

Open Dashboard → Stores → All Stores for the combined view. It needs at least two connected stores; with one, the page shows "Connect a second store to see combined performance here."

Eight headline KPIs cover every included store together -- Net Revenue, Net Profit, Ad Spend, Contribution Margin, Blended ROAS, MER, Blended CAC, and New Customers -- alongside a Revenue & Profit Trend chart and a Store Leaderboard.

The combined ratios are built like this:

Blended ROAS = combined net revenue / combined ad spend
MER          = combined gross revenue / combined ad spend
Blended CAC  = combined ad spend / combined new customers

Two things about how these numbers are built are worth knowing, because they change how you should read them:

Ratios are recomputed, never averaged. Combined ROAS, MER, CAC, and margins are calculated from the summed numerators and denominators across stores. A blended ROAS is not the average of each store's ROAS -- a store spending ten times more moves the combined figure ten times as much, which is the honest answer.

Each store is aggregated on its own calendar. Stores in different timezones, or with different refund-date settings, are grouped and aggregated against their own local days before being combined. A "yesterday" that means different things in London and Los Angeles is handled rather than smeared.

The leaderboard columns are Store, Revenue, Ad Spend, ROAS, Contribution, and Margin, ranked by revenue. Rows carry a Primary badge on the billing store and a Disconnected badge on any store whose connection has lapsed.

Currency

The rollup converts every store's native currency into one reporting currency so the totals mean something.

Stores whose currency cannot be converted are excluded from the headline KPIs rather than being added at a 1:1 rate. When that happens the view tells you how many stores were left out. Those stores still appear on the leaderboard, flagged as unconverted and showing their own native figures, but they are not ranked against the converted ones.

Every headline number describes the same converted cohort -- including the new-customer count, which has no currency of its own -- so the block stays internally consistent.

Conversion uses period-end rates, and the leaderboard footnote says so: "Converted to {currency} at period-end rates. Days are aligned to your primary store's local time."

Set the Reporting currency from the selector in the All Stores header, or from the same selector on Manage Stores once you have more than one store. It defaults to your primary store's own currency. Changing it re-converts the rollup and is remembered for later visits and the daily digest; it does not alter any store's own data.

Managing stores

Dashboard → Stores → Manage Stores lists every linked store. The columns are Store (name plus shop domain), Platform, Currency, Type, Last sync, and Health, with an Open link through to the store's Shopify admin.

• Type is Primary for the billing store and Linked for the others.
• Health is Healthy, Stale (no sync in the last 24 hours), Unknown (never synced), or Disconnected.

Above the table a usage line reads "{used} of {included} stores used", with an Upgrade plan link when you are at the cap.

A store whose Shopify token has been revoked -- usually because the app was uninstalled -- shows as Disconnected, with the note "App uninstalled on Shopify. Reinstall to resume syncing." It stays in the list so its history is preserved, and it stops contributing new data until reconnected. A disconnected store does not occupy a plan slot, so it does not block you from adding another.

Adding a store

Add another store on the manage page opens a dialog asking for a Shopify store domain (yourstore.myshopify.com) and hands you to Shopify's install screen; you approve it in that store's own Shopify admin. The added store shares your plan -- there is no extra subscription. Once it syncs it joins the rollup automatically.

This flow is Shopify-only. A WooCommerce store is connected the usual way rather than from this dialog.

Locked stores

If a linked store is not covered by a plan, the store switcher shows it with a lock and selecting it opens an unlock page with two routes:

• Fold it into the parent's plan, using one of your included store slots
• Give it its own plan, which is billed inside that store's own Shopify admin

Billing for a separate plan always happens in the store's own Shopify admin -- MerchantFlow never charges one store's subscription from another store's session.

Common questions

Do my per-store dashboards still work? Yes. Use the store switcher to move between individual stores; nothing about single-store reporting changes.

Why is the combined revenue lower than my stores added up? Almost always an unconverted store being excluded from the headline. Check the excluded-store count and confirm the reporting currency covers every store.

Does combining stores merge customers? No. Each store keeps its own customer records, so a person who bought from two of your stores is two customers. New-customer counts are per store and then summed.

Can I add more than 5 stores? The Plus plan includes 5. Contact support about additional stores.

Do agency clients count against my store limit? No. Client stores in the agency workspace are a separate relationship and are not part of your own billing group.