Financial Intelligence
Know your real profit, every single day
MerchantFlow rebuilds your profit and loss every day from live orders, COGS, ad spend, fees, shipping, and refunds. No spreadsheets, no month-end wait - just today's real number.
See it in action
Your whole P&L on one screen
Revenue, every cost category, contribution margin, and net margin - laid out the way an operator actually reads them.
Profit & Loss
Detailed financial performance and profitability analysis.
North Star Metrics
The numbers that move your business
Total Revenue
$285k
Net of refunds & discounts
12.4%Net Profit
$95k
After all costs
18.6%Net Margin
33.5%
Profit / revenue
1.8%Blended ROAS
5.88x
Revenue per ad dollar
5.7%Estimated Company Valuation
4.1x adjusted annual profit· 6-month average
Income Tracker
Revenue vs Net Profit
Revenue Allocation
Where every dollar of gross revenue goes
Profit Breakdown
Where every sale ends up
33.5% margin
- Net Profit34%$95,392
- COGS27%$76,840
- Ad Spend17%$48,420
- Fulfillment7%$18,920
- Payment Fees4%$11,180
- OpEx3%$8,320
- Variable2%$6,420
- Returns2%$4,820
- Sales Tax3%$9,240
- Funding2%$4,960
Unit Economics
180d window
Volume & Conversion
Total Orders
7,704
Avg Order Value
$221.59
Conversion Rate
3.40%
Rev / Session
$7.53
Acquisition & Profitability
True CAC
$60.00
180d LTGP
$185
LTV:CAC
3.08x
Healthy
CAC Payback
2.0 mo
Illustrative data - not representative of actual performance
The problem
Month-end accounting is too late to act on
By the time the books close, the month is gone. Decisions about ad spend, pricing, and inventory cannot wait three weeks for a number.
You find out too late
Traditional bookkeeping tells you what happened weeks ago. You need to know what is happening today, while you can still change it.
Revenue is not profit
A great sales day can still lose money once COGS, ad spend, fees, and refunds are counted. Top-line numbers hide the truth.
Spreadsheets drift
Hand-maintained P&L sheets fall out of date, break formulas, and quietly miss costs that matter.
The solution
A live P&L that counts every cost
MerchantFlow pulls orders, costs, and ad spend automatically and recomputes your profit on a daily snapshot, so the number you see is the number that is true.
Daily profit snapshots
Every day gets its own snapshot: revenue minus COGS, ad spend, expenses, fees, shipping, taxes, and refunds, down to net margin.
The full cost waterfall
See exactly where each sale goes, from gross to contribution to net, so you know which costs are eating your margin.
Gross, contribution, and net
Switch between profit definitions to read the business the way you need to, from product-level margin to true bottom line.
Always current
As new orders, costs, and ad spend sync, your P&L updates itself. There is nothing to maintain by hand.
How it works
From connected store to live P&L
Connect your store and ads
Link Shopify or WooCommerce and your ad platforms. MerchantFlow imports orders, products, and spend.
Add your costs once
Set COGS, expenses, and fees once. Recurring costs and CAPEX schedules keep allocating themselves.
Watch profit update daily
Your P&L recomputes on every sync, so each morning shows yesterday's real, fully-costed profit.
FAQ
Real-time P&L, answered
How is the real-time P&L calculated?
Each daily snapshot takes your net revenue and subtracts COGS, ad spend, operating expenses, payment fees, shipping, taxes, and refunds to arrive at contribution margin and net profit. Costs sync automatically from your connected platforms and the ones you configure once.
How current is the data?
Your P&L recomputes on every sync. New orders, ad spend, and costs flow in on a regular schedule, so you are looking at yesterday's fully-costed numbers rather than waiting for the month to close.
Does it handle refunds correctly?
Yes. MerchantFlow recognizes a refunded order's revenue and costs on the date the order was placed, so your margins stay matched to when the sale actually happened.
Can I see profit in my own currency?
Yes. Your P&L renders in your store's currency throughout, with locale-aware number formatting.
Do I need an accountant to set it up?
No. Connect your store, add your costs once, and the P&L builds itself. It is designed for operators, not just finance teams.