Client Reporting Guide
Client reporting for ecommerce agencies, without the Friday spreadsheet
How agencies structure, brand, and automate client reports - and what a profit-first ecommerce report should actually contain. Built from the report templates agencies use inside MerchantFlow.
In This Guide
Pick your starting point
Client report template
The sections a monthly ecommerce client report should contain, and a free builder to generate one.
Ecommerce client reporting
Why reporting for stores is different: COGS, refunds, fees, and fulfillment belong next to ROAS.
White-label reporting
What white-labeling actually covers: your logo, brand color, and company name on every export.
Agency reporting software
Spreadsheets vs reporting software: where the manual workflow breaks as your client roster grows.
Free toolClient report template builder
Pick your sections, add your branding, and download a white-label sample PDF. Free, no account needed.
What Good Reporting Covers
What strong client reporting should cover
MerchantFlow currently provides P&L, marketing overview and channel data, order summary, expense breakdown, and period-comparison templates. Fulfillment operations appears below as a recommended client-report section, not as a standalone MerchantFlow report template.
P&L statement
Revenue, refunds, COGS, ad spend, payment fees, fulfillment, and operating expenses down to net profit in one statement.
Marketing overview
Ad spend by platform across Meta, Google Ads, TikTok, and Snapchat with ROAS per channel, plus the channel mix behind the blended number.
Order summary and expense breakdown
Orders, AOV, and where the money went - per client, per period, in the client's own currency.
Period comparisons
Month-over-month, week-over-week, and year-over-year reports that show the change, not just the snapshot.
Free Tool
See what a white-label client report looks like
Pick illustrative sections, add your agency name and brand color, and download a combined sample PDF to explore the structure and branding.
Common Questions
Frequently asked questions
What should an agency client report include?
A useful ecommerce client report answers three questions: what did we sell, what did it cost, and what changed. In practice that means revenue and orders, ad spend and ROAS by channel, the cost side (COGS, fees, fulfillment, refunds) down to profit, and a period comparison against the previous month or year. Together, a P&L-style summary and marketing overview keep both profit and acquisition in the conversation.
How is this different from the MerchantFlow Agency plan page?
This guide is about client reporting itself: what to include, how to brand it, and how to automate it. The agencies page covers the full Agency plan - portfolio dashboard, client onboarding, billing, and pricing. The reporting features described here are part of that plan.
Do I need a MerchantFlow account to try the report builder?
No. The client report template builder is a free tool. You pick sections, add your branding, and download a sample PDF with illustrative data - no account or trial required.
What does the Agency plan cost?
$499/mo includes 10 client stores. $29/mo per additional store. 14-day free trial, billed as one invoice.
Which platforms do client stores need to be on?
Client stores connect via Shopify or WooCommerce. Ad accounts connect via Meta, Google Ads, TikTok, and Snapchat, so ad spend and ROAS flow into the same reports as revenue and costs.