Alerts · Watching
You write down the line.
Profflow watches it.
Eight rules watch the figures by default, and every one of them is a threshold you can see, edit and read on the alert itself. Nothing fires for reasons only the code knows.
Measured, not estimated · EU-hosted · Read-only by default
- Rules by default8all editable
- Net profit line€0yours to move
- Margin line5%yours to move
- On sample datasilentby design
Nothing fired in the sample month · the default rules, each one editable
- Net profit below €0fires at €0€21 on the worst dayquiet
- Net margin below 5%fires at 5%31.8%quiet
- Revenue down 20% on the period beforefires at −20%+0.4%quiet
- Profit ROAS below break-evenfires at 1.00×2.13×quiet
- An ad channel losing moneyfires at anyTikTok Ads keeps €102 after its spendquiet
- A product sold under its costfires at anyPrint A2 leaves €98quiet
Every rule is written out in words with its line, and every alert names the rule, the figure and the reason, and opens to the rows behind it. Here nothing crossed a line, and that is the output: a quiet week is information too.
Six of the rules that are on by default. Each is a threshold you can see, edit or switch off; they run on a connected store.
01 / The case for it
You find out at the end of the month.
Without it
Nobody opens a dashboard every morning, and the figures that matter are the ones that crossed a line while you were doing something else. By the time the month closes, the days that went wrong are history you can only explain.
What Profflow does
You write the line down once and it is watched.
Eight rules by default, all of them thresholds you can see and edit, and every alert carries the line it crossed and the rows behind it. Nothing fires for a reason only the code knows.
02 / Worth understanding
Why most alerting is noise
A threshold you cannot see is not yours
Most alerting fires on rules somebody else chose and will not show you. Here every rule is written out in words, with its number, and can be edited or turned off — which is the only way to tell a useful alert from a noisy one.
An alert without a cause is an interruption
“Profit is down” is not information. The alert carries the reason it fired and the rows underneath it, so the first thing you read is the thing you would otherwise have spent twenty minutes finding.
Silence has to mean something
Rules that fire most days train you to ignore them. Thresholds here default to lines that genuinely matter — a day below zero, a margin below 5% — so that a quiet week is information too.
03 / What it lets you do
What follows from getting Alerts right.
Thresholds you can read
Every alert carries the line it crossed and the figure that crossed it. No rule fires for a reason you cannot check.
Dormant is reported
A rule that is set but cannot run yet is shown as dormant with the reason. A rule you assume is working and is not is worse than no rule.
Empty means off, not zero
Zero is a real and rather important line for net profit. Clearing a field turns the rule off instead of setting it to nothing.
Break-even as the default ROAS line
The only ROAS threshold that is a fact rather than a preference: below it the advertising loses money by arithmetic.
Rules of your own
Ten measures to write a rule against — profit, margin, orders, AOV, ad spend, ROAS, CAC, return rate, runway, revenue.
Nothing on sample data
Until a store is connected the figures are a demonstration, and an alert about a demonstration teaches people that alerts are noise.
04 / What it is built from
Alerts is assembled
from accounts you already run.
- 01Net profit
- 02Net margin
- 03Revenue against the period before
- 04Profit ROAS and break-even
- 05Cash runway
- 06Any measure you name
- Thresholds you can read
- Dormant is reported
- Empty means off, not zero
- Break-even as the default ROAS line
05 / How it is worked out
From the account
to the figure on the screen.
- 01You setA number you do not want to see crossed. Empty means off.
- 02It watchesThe same figures the dashboard is showing, over the same period.
- 03It firesWith the threshold printed on it and the rows behind it attached.
- 04It abstainsWhen the figure it watches does not exist yet, and says which.
[ Asked of the figures ]
Why did nothing fire last month?
Because nothing crossed a line you set. A rule that is armed but cannot yet run says so too — a ROAS alert on a store with no attributed ad revenue is listed as dormant, not counted as passing.
How Profflow reasons06 / How the figure is kept honest
The same four rules,
on every screen.
- Read-only, on every plan
Profflow observes the accounts it is connected to. It does not write an order, a price, a campaign or a payout back to any of them.
- Measured stays measured
A charge read from an account is labelled measured. Anything modelled — a forecast, a projection, a filled gap — is labelled as such on the screen it appears on.
- Every figure opens
Follow any number to the dated rows underneath it. A figure nobody can check is a figure nobody acts on.
- You approve
The product prepares a decision and shows the evidence. Nothing consequential happens until you say so.
About
Alerts.
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Contact us by clicking here.
Profit below zero, margin under 5%, revenue down 20% on the period before, profit down 25%, runway under three months, and ROAS below break-even. All eight are yours to change.
What counts as too expensive a customer depends on what that customer is worth over time, which this product does not measure. The field is offered and left empty rather than filled with a number we would be making up.
It can be based on an estimate, and when it is the alert says so. What it cannot be is unexplained: the threshold, the figure and the rows are all on the card.
Each rule fires on the period you are looking at, not per order. A quiet month produces nothing, which is the correct output for a quiet month.
See Alerts on your own figures.
Eight rules watch the figures by default, and every one of them is a threshold you can see, edit and read on the alert itself. Nothing fires for reasons only the code knows.