Reports and Templates — MerchantFlow

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

Reports

Plan availability: Reports are included from the Pro tier upward. Starter workspaces see an upgrade prompt on every reports page. Applying agency branding to an exported PDF additionally requires the Plus tier.

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, reachable from Reports in the main navigation.

Report Pages

The reports system is organized into these pages:

All Reports (/dashboard/reports) — browse and open all saved reports
Templates (/dashboard/reports/templates) — start from pre-built report layouts
Create Report (/dashboard/reports/new) — create a report from scratch with custom metrics, date ranges, and sections
Report detail (/dashboard/reports/<id>) — view a generated report, refresh it, and export it
Edit (/dashboard/reports/<id>/edit) — change a saved report's metrics, grouping, or timeframe

Built-In Templates

Eight templates ship with MerchantFlow, grouped into three categories on the Templates page:

Category	Template	What it shows
Financial Reports	Profit & Loss Statement	Full P&L, grouped monthly over the last year
Financial Reports	Expense Breakdown	OPEX, CAPEX and variable costs by category, with the individual expenses listed underneath; monthly over 90 days
Performance Reports	Product Performance	Per-product revenue, COGS, profit, margin and units, monthly over 30 days
Performance Reports	Marketing Overview	Ad spend, ROAS and campaign performance by platform, weekly over 30 days
Performance Reports	Order Summary	Order volume, revenue and refunds, daily over 30 days
Period Comparisons	Month over Month	Monthly performance vs. the previous period
Period Comparisons	Week over Week	Weekly performance vs. the previous period
Period Comparisons	Year over Year	Monthly performance vs. the same period last year

Building a Custom Report

Create Report lets you assemble a report from individual metrics rather than a template:

Revenue — gross revenue, net revenue, refund amount, discount amount, order count
Costs — COGS, ad spend, payment fees, shipping cost, fulfillment cost, OPEX, variable costs, amortised expenses, funding repayment
Profit — gross profit, gross margin, contribution margin, contribution margin %, tax, net profit, net margin, COGS coverage

You also choose a grouping (daily, weekly, monthly, quarterly, yearly), a timeframe (7d, 30d, 90d, 1y), a display format (currency, percentage, or hybrid), and a comparison mode (none, previous period, or previous year). Up to four metrics can be promoted to summary tiles at the top of the report.

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
Refresh a saved report to recompute it against the latest synced data
Export a report to CSV or PDF

Exporting a Report

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

CSV — downloads the report's table data as a spreadsheet-ready file. For the Product Performance, Marketing Overview, and Expense Breakdown templates you can choose which columns to include; other reports export every column.
Download PDF — MerchantFlow renders a server-side PDF that mirrors the report layout.

Expense Detail Rows

The Expense Breakdown report shows two levels. The category table totals each spending category, and an Expense Detail table below it lists the individual expenses behind those totals, newest first, with these columns:

Column	What it holds
Date	The date the expense is booked against, in your workspace timezone
Description	The expense label
Vendor	The vendor on the row, or `-`
Category	The category the row rolls up into
Type	`OPEX` or `CAPEX`
Amount in Period	What the expense contributes to the report period
Full Amount	The whole charge, shown only when it differs from the period amount
Recurring	`Yes` for a generated occurrence of a recurring series

Whenever the whole detail list is present, its rows sum to the category totals above them. Amount in Period is the figure that ties: a spread OPEX charge contributes only its overlapping slice, and a CAPEX purchase contributes its amortisation for the period rather than its purchase price -- Full Amount is shown alongside in both cases.

Three caps limit how much of that list you see, and only the first affects whether the detail ties to the totals:

Where	Limit	Which rows
The report itself	5,000 expenses	The 5,000 largest by period amount
On screen	100 rows, then Show all	The whole list is already loaded
PDF	200 rows	The 200 most recent

The CSV carries every row the report generated, as a second section below the category rows. A period with more than 5,000 expenses shows a note saying how many are listed, and there the detail will not add up to the category totals -- the omitted rows are still counted in them, so the totals stay complete and the detail becomes a sample of the largest items. Below the cap the two tie exactly.

On an agency portfolio report, the same two levels appear on the client rollup, with one extra leading column:

Column	What it holds
Client	The client store the expense belongs to

Because a rollup merges several clients' expenses into one list, that column is what makes a row attributable -- two clients can both have an "Office rent" row in the same category. It is always exported and cannot be switched off, and it appears in the portfolio report's CSV and PDF as well as on screen. Amounts are converted into the agency's reporting currency before the clients are merged, so a client whose exchange rate cannot be resolved is left out of the rollup entirely.

The detail covers manual and system-tracked expenses only. Synced ad spend, COGS, payment fees and fulfilment costs are not Expense rows, so they appear in the P&L rather than here. The Expenses page lists them alongside your manual costs if you need them in one file.

Turn individual columns off under Export columns when editing the report. The picker has two groups: the category columns, and Expense detail columns for the rows beneath them. A few identity columns (date, description, and Client on a portfolio rollup) are always exported and cannot be switched off. A report saved before the detail section existed exports all of its detail columns.

White-Label PDF Branding

Agency and partner workspaces see the PDF button labelled Download branded PDF. The PDF uses the agency's logo, brand primary colour, company name, and contact details configured at Settings > Branding (/dashboard/settings/branding) -- provided the workspace has white-label exports, which the Plus tier and an active agency subscription both include. Everyone else gets the same PDF with default MerchantFlow styling (teal #208B98).

Merchants managed by a white-label agency inherit that agency's branding on their own PDF exports automatically. 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

Delivery is not switched on yet. You can create, edit, and store a schedule today, but MerchantFlow does not send the emails. Dispatch sits behind a server-side switch (REPORT_SCHEDULES_DISPATCH_ENABLED) that is off by default -- while it is off, the background job that scans for due schedules does nothing and the manual run endpoint refuses. Nothing about a saved schedule is lost; it simply starts firing once dispatch is enabled. Treat the section below as how scheduling will behave, and keep sending client deliverables manually in the meantime.

A report can carry a recurring email schedule, with the cadence your plan allows:

Starter - no scheduled reports
Pro tier - weekly only
Plus tier - daily, weekly, or monthly

A schedule sets the frequency, the day (day of week for weekly, day of month for monthly), the send hour in your workspace timezone, and up to 10 recipient email addresses. Each report can carry one schedule.

Scheduling is currently configured from an agency workspace, on a client's detail page under Clients > client > Schedule, in the panel headed Scheduled delivery. There is no self-serve scheduling control on the merchant-facing report pages yet.

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.

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?

Eight: Profit & Loss Statement, Expense Breakdown, Product Performance, Marketing Overview, Order Summary, Month over Month, Week over Week, and Year over Year. Browse them all at /dashboard/reports/templates.

Can I export reports as PDF?

Yes, on any plan that includes reports (Pro and above). Open the report and click Download PDF. Agency workspaces on the Plus tier get the same export with their own branding applied from Settings > Branding; everyone else gets default MerchantFlow styling.

Can I export a report to CSV or Excel?

CSV, yes -- click CSV on any saved report. There is no direct XLSX export, but the CSV opens cleanly in Excel and Google Sheets.

Can I see each individual expense instead of just category totals?

Yes. The Expense Breakdown report lists the individual expenses in an Expense Detail table beneath the category totals, and those rows are exported too. The CSV is the complete one: it carries every row the report generated, while the PDF is a summary and carries the 200 most recent. A period with more than 5,000 expenses is itself capped at the 5,000 largest, in every output. If you want your synced ad spend, COGS and payment fees in the same file as your manual costs, export from Profit > Expenses instead -- see Expense Tracking.

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.

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: September 11, 2026

Reports and Templates — MerchantFlow

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