Net profit, for any period you like
Day, week, month, quarter, or a range you drag. Every figure opens to the lines beneath it: which orders, which costs, which rate. A profit figure nobody can check is a profit figure nobody acts on.
Profflow for ShopifyLiveEvery order.
What you actually keep.
Shopify reports what came in. Profflow reports what stayed — after cost of goods, advertising, payment fees, refunds, the costs that arrive whether or not anything sells, and the VAT that sits inside a European price rather than on top of it.
Read-only by default EU-hosted Shopify on its own is enough
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Good morning
Net profit
£2,521
↑2.5% vs June
Revenue
£7,940
↑0.4% vs June
Margin
31.8%
↑0.7 pts vs June
Ad spend
£1,180
↓3.7% vs June
ReadingShopifyMeta AdsGoogle AdsStripeKlaviyoSynced tonight
£7,940
Revenue, July · by day
↑0.4% over June
4002000
20 July£350
1 Jul8 Jul15 Jul22 Jul30 Jul
InsightsAsk AI
You kept 31.8% of every sale in July — £2,521 after every cost.
Costs this period£5,419
- Goods39%
- VAT26%
- Ads22%
- Fees, refunds & fixed13%
Store level 78£2,521net profit, July
Revenue
£7,940 32% kept
VAT this period
- Period
- July 2026
- In revenue
- £1,429
- Scheme
- EU OSS
- Status
- Taken out
01 / The gap
Shopify reports what came in.
Something has to report what stayed.
What Shopify Analytics tells you
- Sales, orders and average order valueAccurate, live, and the right figures for judging demand. Gross sales, discounts, returns and net sales, by day and by product.
- Sessions and conversion rateWhere traffic came from and how much of it bought. The top of the funnel, measured properly.
- Products soldUnits and revenue by product and variant, which tells you what is moving.
- PayoutsWhat Shopify Payments has sent and when — the money that arrived, not the profit it represents.
What it cannot know
- What each item cost you on the day it soldShopify holds one cost per variant — today’s. When a supplier price changes, last month’s margin changes with it. Profflow keeps the cost each item carried on the day of the order, so a closed month stays closed.
- What you spent to get the orderMeta, Google and TikTok live outside the store. Until ad spend sits in the same period as the revenue it bought, a good day and an expensive day look identical.
- What the payment actually costCard, PayPal and Klarna fees differ by rail, country and card type. A flat percentage typed into a settings page is a guess; the processors report the charge.
- Which month a refund belongs toA refund issued in August against a July order belongs to July. Counted in August it flatters one month and punishes the next.
- How much of the price was never yoursA €40 price in Germany contains €6.39 of VAT. Read as revenue, the month looks 19% richer than it was — on every order, all year.
- The costs that arrive anywayRent, tools, salaries and subscriptions do not appear in any store report, and they are the difference between a margin and a living.
None of this is a criticism of Shopify. It is a store platform doing a store platform’s job. The gap is simply that the figure an owner needs is not one any single account holds.
02 / The arithmetic
A month, with everything taken off it.
One month of a store trading in euros, with every line read from an account rather than typed into a settings page. The arithmetic is printed so it can be checked — which is the whole point.
Revenuemeasured€7,940What Shopify reports for the month. Where most dashboards stop.
Refundsmeasured−€167Taken off the month the order belongs to, not the month the refund was issued.
VAT inside the pricemeasured−€1,429At the destination country’s rate. Never the store’s money.
Cost of goodsmeasured−€2,103At the cost each item carried on the day it sold.
Payment feesmeasured−€135As Stripe, PayPal and Klarna charged them.
Advertisingmeasured−€1,180Meta, Google and TikTok, spend as billed.
Fixed costsentered once−€405Rent, tools, salaries. You enter them; they then apply every month.
Net profit€2,52131.8% of revenue — and the break-even ad return that margin implies is 1.93×, which is the number a channel has to clear before it adds anything.
03 / What it reads
Every line comes from an account.
Nothing is typed in twice.
01Orders and refunds02Products and variants03Cost of goods04Payment fees05Advertising06VAT and OSS07Fixed costs
One modelShopify read as a business, not a feed
Net profit, any periodContribution per productReturn per channelCash, six months out| Source | What arrives | How often | Kind |
|---|---|---|---|
| Orders and refunds | Every order with its lines, discounts, shipping, tax treatment and destination country; refunds against the order they belong to. | Nightly, last 7 days re-read | measured |
| Products and variants | The catalogue, so profit can be read per product and per variant rather than only per order. | Nightly | measured |
| Cost of goods | Taken from Shopify where you keep it there, or entered in Profflow with the date it changed. | On change, dated | measured where present |
| Payment fees | Read from Stripe, PayPal and Klarna as charged, per transaction, including refund economics and payout timing. | Nightly | measured |
| Advertising | Meta and Google daily spend, converted at the day’s rate. TikTok is built and waiting on TikTok’s own approval. | Nightly, last 7 days | measured |
| VAT and OSS | Destination country, rate and treatment per order, kept inside the model rather than bolted on at the end of a quarter. | With every order | measured |
| Fixed costs | Rent, tools, salaries and anything else that arrives regardless. Entered once, applied monthly, editable with history. | You set it | entered |
Read-only. Nothing is written back to the platform, on any plan.
04 / What it answers
The questions the figure is for.
Which product actually makes money
Revenue per product is a popularity contest. Contribution per product — after its own cost, its share of fees, its refund rate and its VAT — is the list that decides what to reorder, what to reprice and what to stop selling.
Profit ROAS, and break-even by channel
Return on ad spend against contribution rather than revenue, and the return each channel has to clear before it adds anything, worked from the margin of what that channel actually sells.
A daily profit and loss
Each trading day as a finished result. Tuesday made €96 and Wednesday lost €41, and the reason is on the same screen.
VAT and OSS, inside the model
VAT is removed as the order is read, not estimated at quarter end. What is owed is visible all quarter, not discovered at the end of it.
Cash, six months out
Margin, payout timing, recurring costs and expected spend turned into a forward bank balance with an honest range around it — a forecast that says how sure it is.
05 / How a day is put together
Nothing here happens
because somebody pressed refresh.
- OvernightEvery connected source refreshesThe last seven days are pulled again from each account — orders, ad spend, payouts, refunds — so a late refund or a corrected charge lands in the month it belongs to instead of being frozen at first read.
- Before the figuresCosts are resolved at their dateEach order is matched to the cost of goods in force on the day it was placed, the VAT rate of its destination country, and the fee the processor actually charged on it.
- ThenThe model is recomputedNot one profit figure — every screen behind it: product contribution, channel return, daily P&L, VAT owed, the cash forecast and the break-even each channel is measured against.
- MorningA brief, if you want oneWhat the day made, what moved, and the one thing worth looking at, on Telegram or by email. Nothing is sent that cannot be opened to its arithmetic.
- WheneverYou askQuestions answered from your own figures, with the rows behind the answer. It prepares decisions; it changes nothing in your store.
06 / What is measured, and what is not
Where the figures
are honest about themselves.
A charge read from an account is measured. Anything modelled — a forecast, a projection, an unfilled cost — is labelled as such on the screen it appears on, in words, not a footnote.
If a product has no cost of goods, the margin does not quietly assume one. The gap is visible and can carry an explicit fallback until the catalogue is finished.
Change a supplier price today and last month keeps the figure it closed with. The history of a cost is part of the cost.
Profflow observes your store, your ad accounts and your payment accounts. It does not write to any of them, and there is no plan on which it starts.
Questions
Before you connect Shopify.
- How long does connecting take?
- A few minutes for the store itself. Figures for the current period appear immediately and history backfills behind them; how far back depends on what each account will give.
- Does it change anything in my store?
- No. The connection is read-only by default and stays that way. No product, price, order or setting is written to.
- What if my costs are not in Shopify?
- Enter them in Profflow. They carry the date they take effect, which is what keeps a closed month closed, and they can be edited later without rewriting history.
- Which ad platforms are read?
- Meta and Google today. TikTok is built and waiting on TikTok’s own developer approval. Anything not connected simply is not in the figure, and the page says which channels are in it.
- Is my data held in Europe?
- Yes — European infrastructure, GDPR-aware handling, and a record of what is held and for how long. The security page sets out the detail.
Put Shopify in full financial context.
The live demo runs the whole product on a finished month. Then it runs on yours, without a card.