MerchantFlow vs BeProfit
The profit number that includes all your Google Ads spend
BeProfit only counts Google Ads spend it can attribute via UTMs, which means Performance Max spend quietly disappears from your P&L. MerchantFlow pulls every dollar you spend on Google Ads so your profit number is the real one.
Use MerchantFlow if
You want total Google Ads spend (including unattributed Performance Max), WooCommerce support, Business Valuation, Product Viability simulation, Flow AI with three personas, and honest month-to-month billing.
Use BeProfit if
You need Amazon Ads and Pinterest Ads coverage today, you rely on BeProfit's Klaviyo integration, or you already have years of historical data inside their pricing and profit simulators.
Why merchants switch
What MerchantFlow does that BeProfitdoesn't
Total Google Ads spend, including Performance Max
BeProfit only imports the Google Ads spend it can attribute to a converted session. That often means Performance Max and feed-based campaigns are silently excluded, inflating your profit number. MerchantFlow pulls total Google Ads spend directly via API so the number matches your invoice.
Agency portal for portfolio operators
BeProfit gates multi-store reporting to its $249/mo Plus tier. MerchantFlow includes an agency portal for partner accounts with client approval/revoke, portfolio KPIs, and per-client alerts.
Flow AI with three personas
BeProfit has no AI assistant at any tier. MerchantFlow ships Flow AI with three distinct personas (CMO, Executive, Finance) so each team member gets answers framed for the decisions they actually make.
Business Valuation and Product Viability
Know what your store is worth today, and simulate every new product before you commit inventory. BeProfit has neither feature. MerchantFlow ships both out of the box.
Revenue-based funding tracking
MerchantFlow tracks Wayflyer, Clearco, and Shopify Capital repayments inside your P&L so your cash-on-hand is always real. BeProfit's parent company Viably is itself a working capital lender, but the product doesn't track MCA repayments.
WooCommerce support
BeProfit is Shopify-only. MerchantFlow is the only serious profit analytics tool for WooCommerce brands, and you get the same Flow AI, cohorts, and valuation features whichever platform you sell on.
Side by side
MerchantFlow vs BeProfit: the full comparison
| Feature | MerchantFlow | BeProfit |
|---|---|---|
| Total Google Ads spend (incl. Performance Max unattributed) | Yes | Attributed only |
| Real-time P&L | Yes | Yes |
| Auto COGS | Yes | Yes |
| Custom expenses with CAPEX amortisation | Yes | OPEX only |
| Meta, Google, TikTok Ads | Yes | Yes |
| Snapchat Ads | Yes | Limited |
| GA4 integration | Yes | No |
| Multi-store rollup | Roadmap | Plus tier only |
| LTV / cohort analysis | Yes | Top tier only |
| Bundle handling | Yes | No |
| Custom report builder | Yes | Pro tier+ |
| Flow AI assistant (3 personas) | Yes | No |
| Business Valuation | Yes | No |
| Product Viability simulator | Yes | No |
| Revenue-based funding tracking | Yes | No |
| Bank balance + burn rate | Yes | No |
| Margin by Region (per-country net P&L) | Yes | Revenue only |
| WooCommerce support | Yes | No |
| API access | MCP protocol | Plus tier only |
| Flat pricing (no order overages) | Yes | Limited |
| Amazon Ads | Roadmap | Yes |
| Klaviyo | Roadmap | Yes |
Feature data verified against BeProfit's public Shopify App Store listing and developer pricing page.
What you actually pay
MerchantFlow pricing vs BeProfit
Three flat plans. Annual saves 20%. Every plan includes a 14-day free trial - cancel for free anytime during the trial and you will not be charged.
Starter
Solo operators under $500k GMV
or $39.2/mo billed annually
Pro
Default for $500k-$5M GMV
or $71.2/mo billed annually
Plus
Full financial OS for $5M+ GMV
or $119.2/mo billed annually
BeProfit pricing
$49/mo Basic to $249/mo Plus, with order limits on every tier below Plus
Pricing as published on BeProfit's official listing or pricing page.
MerchantFlow includes on every tier
- 14-day free trial, cancel for free anytime during the trial
- Real-time blended P&L, all 4 ad platforms, GA4 traffic
- Month-to-month billing, no per-order overages
- 20% off when billed annually
What their merchants say
Public reviews and testimonials about BeProfit
Where a public source page is available, we link it so you can inspect the context yourself.
Installed BeProfit on trial and immediately found a major flaw. Despite being fully connected to our Google Ads account, it only imported ~15% of our actual Google Ads spend. Live chat confirmed this is by design - BeProfit only "counts" ad spend that can be attributed via UTMs / converted traffic, and ignores the rest of the spend entirely. This massively inflates profit figures and makes the dashboard commercially unusable for any serious Google Ads advertiser (especially Performance Max / feed-based ecommerce).
Worst experience ever, been charging me for months despite contacting them about cancellation. Now I've contacted them for a refund for the past 3 months they've been charging me, and I havent been using their service. They told me they'd refund me but in reality they only refunded a third of what they actually charged me. The support team also told me "It's like Netflix, if you forget its not our fault."
BeProfit is by far the most accurate and analytical one we've used. The level of detail and clarity it provides gives us real confidence in our numbers.
The honest take
Where BeProfit still beats us
We think comparison pages should be honest. Here's where BeProfit is genuinely a better fit than MerchantFlow.
- Amazon Ads coverage today. MerchantFlow has Amazon Ads on the roadmap; BeProfit ships it now.
- Pinterest Ads coverage (limited but present).
- Klaviyo integration for merchants who already rely on BeProfit's email/SMS attribution view.
- Pricing and profit simulators on the Ultimate tier if you're already deep in the BeProfit ecosystem.
- 5+ years of merchant usage and historical data for existing customers.
Questions merchants ask
MerchantFlow vs BeProfit FAQ
How is MerchantFlow different from BeProfit on Google Ads tracking?
BeProfit only imports the Google Ads spend it can attribute to a converted session via UTMs. That means Performance Max and other feed-based campaigns are often silently excluded from your P&L, as documented by a January 2026 merchant review on BeProfit's own App Store listing. MerchantFlow pulls total Google Ads spend directly from the Google Ads API, so your ad cost line matches your Google invoice, not a filtered subset.
Does MerchantFlow work with WooCommerce?
Yes. MerchantFlow is the only serious profit analytics tool built for WooCommerce as well as Shopify. BeProfit is Shopify-only. If you run both, you can manage them in the same MerchantFlow workspace.
Will MerchantFlow charge me overage fees if I exceed an order limit?
No. MerchantFlow uses flat tiers with soft limits, never per-order surcharges. BeProfit's public pricing lists hard order caps on every tier below Plus.
Can I switch to MerchantFlow without losing historical data?
Yes. MerchantFlow ingests up to 5 years of historical Shopify orders, ad spend, and GA4 data on your first sync, so you keep the full picture.
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