Ecommerce Client Reporting
Ecommerce clients don't run on ROAS. Report the profit.
A store's month is decided by revenue minus COGS, refunds, fees, fulfillment, and ad spend. Client reporting that only shows ad metrics reports on your work, not on their business.
What Makes It Different
The parts generic reporting tools skip
Marketing reporting platforms were built for ad accounts. Store reporting starts from the order and works outward - which changes what the report has to contain.
COGS next to revenue
Product costs turn a revenue chart into a margin chart. A month of record sales can be a month of record losses if landed costs moved.
Refunds that hit the right month
Refunds recognized against the sale keep month-over-month comparisons honest instead of penalizing whichever month the return landed in.
Payment fees and fulfillment cost
Processing fees and pick-pack-ship costs scale with every order. Leaving them out overstates profit on exactly the months that look best.
Ad spend across every platform
Meta, Google Ads, TikTok, and Snapchat spend in one blended view, so the report shows total acquisition cost, not one platform's slice.
The client's own currency
A store selling in EUR reports in EUR. Portfolio rollups normalize to your agency's reporting currency without touching the client's numbers.
Free Tool
See a profit-first client report
The free builder generates a white-label sample PDF with a full P&L section next to the marketing overview - the structure this page describes.
Common Questions
Frequently asked questions
How is ecommerce client reporting different from marketing reporting?
Marketing reporting summarizes ad accounts: spend, clicks, conversions, ROAS. Ecommerce client reporting starts from the store's orders and includes the cost side - COGS, refunds, payment fees, fulfillment - so the report reaches net profit. For a store owner, that is the difference between a report about the ads and a report about the business.
Can I report on multiple client stores in one place?
Yes. On the MerchantFlow Agency plan, every connected client store feeds one portfolio: per-client reports plus blended ROAS, MER, CAC, net revenue, and net profit across all of them, normalized to your reporting currency. The plan includes 10 client stores, with additional stores at $29/mo each.
How do client stores connect?
Two ways: invite the client by email and they approve the connection, or install directly on the client's Shopify store yourself in an agency-led setup. WooCommerce stores connect through the standard signup flow. Clients keep read or read-and-write access depending on what you grant.
What about clients on different platforms?
Shopify and WooCommerce stores sit side by side in the same portfolio, with ad data from Meta, Google Ads, TikTok, and Snapchat flowing into the same reports regardless of the store platform.
Does the client see the same numbers I see?
Yes - both sides look at the same synced data. You control access per client: read-only for clients who just review reports, read-and-write for clients who manage their own costs and settings.