Create, browse, and manage ecommerce performance reports in MerchantFlow. Use built-in templates or build custom reports for clients and stakeholders.

Reports

The MerchantFlow reports system lets you create, save, and manage structured performance reports for your e-commerce business. Whether you need a weekly internal review, a monthly client deliverable, or a one-off deep dive, the report builder provides both pre-built templates and custom report creation to fit your workflow.

MerchantFlow includes a dedicated reports area at /dashboard/reports.

Report Pages

The reports system is organized into three pages:

Report Library (/dashboard/reports) — browse and open all saved reports
Templates (/dashboard/reports/templates) — start from pre-built report layouts covering common use cases like P&L summaries, ad performance, and product profitability
New Report (/dashboard/reports/new) — create a report from scratch with custom metrics, date ranges, and sections

What You Can Do With Reports

Browse saved reports and re-open them with updated data
Start from built-in templates to save setup time
Create a new custom report tailored to specific stakeholders
Open, edit, or delete saved reports as your needs change
Export any saved report to a white-label PDF (Plus tier) using your agency branding

The current report UI supports both template-based and custom report records. Templates give you a pre-configured starting point, while custom reports let you select exactly which KPIs, date ranges, and breakdowns to include.

Export to PDF (White-Label)

From any saved report at /dashboard/reports/<id>:

Click Export PDF
MerchantFlow renders a server-side PDF that mirrors the report layout
The PDF uses your agency branding (logo, brand primary colour, contact details) configured at Settings > Branding when present, or default MerchantFlow styling otherwise

PDF export is included on the Plus tier. See Agency Workflows for the branding setup.

Timezone-Safe Aggregation

Report metrics are aggregated using your workspace timezone, not UTC. That means a "yesterday" or "this week" range on a saved report includes the same calendar dates whether you open the report in the morning, evening, or from a different region. The same timezone-safe rule applies to scheduled reports and the daily email summary.

Scheduled Reports

You can schedule reports to be emailed on a recurring cadence:

Pro tier - weekly scheduled email reports
Plus tier - unlimited scheduled reports (daily, weekly, monthly)

Configure schedules from the report's settings. Recipients receive the rendered report attached or linked to the email.

Why Reports Matter for Ecommerce

Consistent reporting helps merchants and agencies:

Track progress — compare performance across weeks, months, or quarters
Communicate results — share clear, data-backed updates with partners, investors, or clients
Identify trends — spot revenue shifts, margin changes, or ad performance drops before they become problems
Make decisions — ground budget allocation and strategy changes in actual numbers rather than intuition

Frequently Asked Questions

How do I create a report in MerchantFlow?

Navigate to /dashboard/reports/new or click the "Create Report" button from the report library. Choose a template or start from scratch, select your metrics and date range, and save the report for future access.

Can I share reports with clients or team members?

Reports are accessible to anyone with the appropriate role and permissions within your MerchantFlow workspace. Agency users can generate reports while switched into a client's merchant workspace.

What templates are available?

MerchantFlow provides built-in templates for common reporting needs including P&L summaries, ad channel performance, product profitability rankings, and more. Browse all available templates at /dashboard/reports/templates.

Can I export reports as PDF?

Yes, on the Plus tier. Open the report and click Export PDF. The exported PDF uses your agency branding from Settings > Branding when available.

What timezone are report metrics in?

Reports use your workspace timezone for date-range aggregation, so "yesterday" or "this week" reflects your local calendar, not UTC. Scheduled reports and the daily email summary follow the same rule.

Related Guides

Dashboard Overview — navigate the full MerchantFlow interface
P&L Overview — understand the profit and loss data that feeds reports
Attribution — channel and project performance data for reporting
Agency Workspace — generate reports for agency clients
Ads and Channels — ad performance data available in reports

Last updated: April 30, 2026

Reports and Templates — MerchantFlow