Product Detail Analytics & Performance
Analyze individual product performance in MerchantFlow. View revenue, net margin, return rates, revenue attribution by source, search queries, and variant profitability.
Product Detail Analytics & Performance
Product detail pages in MerchantFlow provide in-depth analytics for a single product: revenue, net margin, return rates, where its revenue came from, which search queries drive it, and how each variant performs. Use product-level insight to identify performance drivers and make data-driven decisions about your catalog.
How to Access Product Details
From the Products Table
- Navigate to Products > Performance
- Click any product row, or open its three-dot menu and choose View Product Info
A breadcrumb trail (Home > Products > product name) sits at the top of the detail page to get you back.
From the Dashboard
Click any product in the Top Products widget on the main dashboard.
What the Product Detail Page Shows
1. Product Hero
- Large product image
- Platform status badge and SKU
- Product title
- Current price
2. Key Metric Cards
Up to three KPI cards sit under the hero:
- Total Revenue -- revenue for the selected period, with the change versus the previous period
- Net Margin -- net profit margin as a percentage. When operating expenses have been allocated to this product, the card notes how much (
Incl. $X allocated expenses) - Conversion Rate -- shown when conversion data is available. Its subtext gives the underlying counts, for example "42 purchases from 1,830 sessions". Without an analytics connection the card shows a dash and prompts you to connect Google
3. Returns
A Returns panel tracks refund rate by units shipped across recent windows (30 days, 90 days, and a year), so you can see whether a return problem is new or long-standing. The panel only appears once the product has units in at least one of those windows.
Return rate is the quietest margin killer in most catalogs -- a product with healthy revenue and a 20% return rate is often unprofitable once you account for what came back.
4. Revenue Attribution Flow
A flow visualisation splits this product's revenue across its traffic sources, with order counts, average order value, and attributed ad spend. This section requires the attribution feature to be enabled for your workspace.
5. Attribution Breakdown
Beneath the flow chart, an Attribution Breakdown card shows "Revenue sources for this specific SKU" as a proportional bar plus a card per source with revenue and percentage. Both surfaces cap out at five entries: when a product has more than five sources, the top four are listed individually and the remainder collapse into a single Other Sources (N) entry. Revenue that no source accounts for is shown as Direct / Other. Hover any bar segment for its exact revenue and share.
6. Recent Orders
An order table headed Recent Orders with Total Orders, Revenue, Profit and Avg Net Margin summary tiles above it, then a row per order with Order, Source, Revenue, COGS, Ad Spend, Profit and Net Margin columns. All / Organic / Paid tabs filter the list, and it shows ten orders until you expand it. Orders that are refunded or not yet paid show their payment status instead of margin figures.
7. Top Search Queries
The search terms driving traffic to this product, with their clicks and CTR. Use it to work high-performing terms into the product title and description.
8. Performance
A summary card showing the product's cost and profit picture:
- COGS -- the unit cost you have recorded
- Net Profit -- green when positive, red when negative
- Net Margin -- a labelled progress bar
This card only appears once COGS has been set for the product. Without a cost, profit cannot be calculated.
9. Variants
Every variant with its price, cost, and margin. Products with more than eight variants show the first eight with an option to expand the full list.
How to Analyze Product Performance
Identifying Product Strengths
High revenue with a healthy net margin. A genuine winner. Maintain visibility, consider a modest price rise, and cross-sell it with related products.
High traffic and high conversion. A well-optimized listing. Use its title, imagery, and description as the template for weaker products, and put more advertising behind it.
Spotting Product Problems
Good revenue, thin or negative net margin. Check the Performance card. Either COGS is too high (renegotiate, or find a cheaper landed cost) or too much ad spend and allocated overhead is landing on this product.
High return rate. Returns quietly destroy margin. Look for the cause -- sizing, quality, or a product page that oversells. Fixing the description is usually cheaper than fixing the product.
Traffic but weak conversion. Usually a landing page or pricing problem. Verify the product page loads correctly, check the price against competitors, improve the description, add reviews, and check the mobile experience.
Revenue concentrated in one source. Read the Attribution Breakdown. A product whose revenue comes almost entirely from one channel is fragile -- a single algorithm change can end it.
Best Practices for Product Analysis
Weekly Review
For your top products by revenue: check revenue movement, watch the return rate, and scan the attribution mix for sudden channel shifts.
Monthly Deep Dive
Confirm COGS is still accurate (supplier prices drift), check whether variants have diverged in profitability, and review search queries for terms worth adding to the listing.
Troubleshooting Product Details
No Data Showing
Check:
- The selected time range covers a period when the product was selling
- A recent sync completed
- Your integration connections are active
The Performance Card Is Missing
It requires COGS. Set a cost for the product in COGS Management and it will appear.
The Conversion Rate Card Shows a Dash
Conversion data requires a connected analytics source. Connect Google in Settings > Integrations.
The Attribution Sections Are Missing
Revenue attribution is a per-workspace feature. If neither the flow chart nor the Attribution Breakdown appears, attribution is not enabled for your workspace.
Metrics Do Not Match My Store
Verify:
- Your timezone and currency settings
- That analytics tracking is active on your store
- That the product SKU matches across platforms
Frequently Asked Questions
Can I compare two products side by side?
Not on the detail page. Use the Products Table to sort and compare, or export its CSV and compare in a spreadsheet.
Why does my product show revenue but no profit?
Profit needs COGS. Until you set a unit cost, MerchantFlow cannot calculate profit or margin for the product -- see COGS Management.
How do I track profitability for a product?
Set the product's COGS, then read the Performance card for COGS, net profit, and net margin. Net margin also accounts for expenses allocated to the product, which the Net Margin KPI card notes when it applies.
Can I export a single product's data?
Not from the detail page. Export the whole catalog from the Products Table with Export CSV, or build a Product Performance report in Reports and export that.
Where do I edit a product's name or price?
From the products table -- open the product's three-dot menu and choose Edit Metadata.
Related Articles
- Products Table - Analyze multiple products
- Performance Charts - Visualize trends
- KPI Metrics - Dashboard metric definitions
- COGS Management - Set product costs
- Traffic Sources - Channel performance
Last updated: August 29, 2026
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