AlertsWatchingLive
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
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 / What it looks like
What an alert looks like when it arrives
Profflow · Alert08:14
RuleNet profit below €0 on any trading day
Yesterday−€61, against €96 the day before
WhyTwo refunds (€78) landed against orders from the 2nd, and ad spend ran €40 above its daily average
OpenThe day, with its orders and charges
Eight rules are on by default; each one is a threshold you can see, edit or switch off. On sample data they stay silent.
Every alert names the rule, the figure, the threshold and the reason — and links to the rows it came from. Nothing is sent that cannot be opened.
Break-even is the only ROAS line that is a fact rather than a preference: under it the advertising loses money by arithmetic. CAC has no default, because what counts as too expensive a customer depends on what that customer is worth over time — which this product does not measure, so the field is left empty rather than filled in.
03 / 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.
04 / What it is built from
Alerts is assembled
from accounts you already run.
01Net profit02Net margin03Revenue against the period before04Profit ROAS and break-even05Cash runway06Any measure you name
Alerts
Thresholds you can readDormant is reportedEmpty means off, not zeroBreak-even as the default ROAS line05 / 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 / 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.
07 / How the figure is kept honest
The same four rules,
on every screen.
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.
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.
Follow any number to the dated rows underneath it. A figure nobody can check is a figure nobody acts on.
The product prepares a decision and shows the evidence. Nothing consequential happens until you say so.
Questions
About Alerts.
- Does it come with sensible defaults?
- 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.
- Why is there no default for CAC?
- 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.
- Can an alert be wrong?
- 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.
- Will it flood me?
- 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.
One operating system
The rest of the picture,
one view away.
Each part is useful on its own. Profflow holds them in one model, so a figure here carries the context from everywhere else.
See the whole productSee 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.