Configure 3-4 primary key metrics from 34 options on your MerchantFlow dashboard. Choose financial, marketing, and operational KPIs for your store.

North Star Metrics: Customize Your Dashboard KPIs

North Star Metrics in MerchantFlow are the customizable key performance indicators displayed prominently at the top of your dashboard. Choose 3-4 primary metrics from 34 options across financial, marketing efficiency, and operational categories so your dashboard shows exactly what matters most to your e-commerce business. You can also configure up to 12 secondary metrics for additional context.

What Are North Star Metrics?

A North Star Metric is the single most important indicator that reflects the core value your business delivers. In MerchantFlow, North Star Metrics extend this concept by letting you select a focused set of KPIs that align with your current business goals. Instead of drowning in data, you see only the numbers that drive decisions.

How to Configure North Star Metrics

Click the gear icon on the KPI cards section of the dashboard
The North Star Picker modal opens
Browse metrics by category
Select 3-4 primary metrics to display as prominent cards
Optionally select up to 12 secondary metrics for additional context
Reorder using the up/down arrows to set priority
Click Save

Your selected metrics appear as cards at the top of the dashboard, each showing the current value and a comparison delta versus the previous period.

Available Metrics by Category

Financial Metrics (17 options)

Total Brand Revenue - Total sales in selected period
Net Profit - Revenue minus all costs
Contribution Margin - Gross profit minus variable costs (ad spend, payment fees)
Revenue Growth Rate - Revenue change versus previous period
Net Margin % - Net profit as a percentage of revenue
Contribution Margin % - Contribution margin as a percentage of revenue
COGS - Total cost of goods sold
Gross Sales - Total sales before deductions
Net Sales - Sales after discounts and returns
Orders Revenue - Revenue from completed orders
Additional Revenue - Non-order revenue
Ordered Product Sales - Revenue from product line items
Discounts Amount - Total discounts applied
Returns - Total returns value
Taxes - Estimated tax from P&L snapshots
Funding Impact - Active funding repayment costs
Company Valuation - Estimated business valuation

Marketing Efficiency Metrics (6 options)

Blended MER - Total revenue divided by total marketing spend
Blended CAC - Cost to acquire one new customer across all channels
Ad Spend - Total advertising expenditure
ROAS - Revenue generated per dollar of ad spend
POAS (Profit on Ad Spend) - Profit generated per dollar of ad spend
CPA (Cost Per Acquisition) - Cost per converted customer

Operational Metrics (11 options)

Daily Revenue - Revenue for the current day
AOV (Average Order Value) - Average revenue per order
Conversion Rate - Percentage of sessions resulting in a purchase
Revenue per Session - Average revenue generated per website session
Total Orders - Number of orders in period
Impressions - Product visibility in search results
Clicks - Clicks on product listings
Fulfillment Cost - Total fulfillment and shipping costs
Transaction Fees - Payment processing fees
Operational Expenses - Total OPEX in period
Refunds Count - Number of refunded orders

How Metrics Are Calculated

Each metric is calculated in real-time from your synced data for the selected date range. Comparison deltas show the percentage change versus the equivalent previous period.

Delta color coding:

Green (positive delta) = improving
Red (negative delta) = declining
Gray = no significant change

Understanding Data Quality Badges

Some metrics may show quality badges that indicate data completeness:

Inferred - Calculated from available data (e.g., COGS coverage is less than 100%)
Warning - Data may be incomplete (e.g., missing ad platform connection)
Needs Analytics - Requires GA4 connection for accurate data

When you see a badge, hover over it for details on what data is missing and how to resolve it. Connecting additional integrations improves data accuracy.

Best Practices for Choosing North Star Metrics

Start with 3-4 primary metrics that align with your current business goals
Include a mix of financial and operational metrics for a balanced view
Review and adjust your North Star metrics quarterly as priorities shift
Use secondary metrics in the KPI Metrics section for supporting context
Match metrics to your role: Founders may focus on Net Profit and MER, while marketing managers may prefer ROAS and CAC
Avoid vanity metrics: Prioritize metrics you can act on (Contribution Margin) over those that just feel good (Impressions)

Frequently Asked Questions

How many North Star Metrics should I choose?

Select 3-4 primary metrics that cover your key business dimensions. A good combination includes one profitability metric (e.g., Net Profit), one efficiency metric (e.g., Blended MER or ROAS), and one growth metric (e.g., Revenue Growth Rate). Use secondary metrics (up to 12) for supporting context without cluttering the primary view.

Can different team members have different North Star Metrics?

North Star Metric selections are saved per workspace. All users in the same workspace see the same dashboard KPIs. If you manage multiple stores through agency workspaces, each workspace can have its own configuration.

What is the difference between ROAS and MER?

ROAS (Return on Ad Spend) measures revenue generated per dollar spent on a specific ad platform. MER (Marketing Efficiency Ratio) measures total revenue divided by total marketing spend across all channels. MER gives a holistic view of marketing efficiency, while ROAS is channel-specific.

Why does a metric show "Needs Analytics"?

Metrics like Conversion Rate and Sessions require a connected Google Analytics 4 integration to provide accurate data. Connect GA4 in Settings > Integrations to enable these metrics.

North Star Metrics: Custom Dashboard KPIs