01
Weekly brief
A seven-day review of recurring revenue, merchant activity, churn, first-party distribution, affiliates and source-linked public changes.
Reports for Shopify apps
The dashboards Shopify forgot to make.
Focused reports for the questions between “revenue went down” and “we know what to do next.” Every view keeps its definitions and scope clear, with merchant or event detail where applicable.
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02
MRR movement
Opening, new, expansion, contraction, churn, frozen, unfrozen, reactivation and closing MRR.
03
Activity
Installs, uninstalls, reactivations, freezes and lifecycle events over the selected period.
04
Churn
Logo, subscription and revenue churn with opening denominators, exact merchant losses, plans, tenure, reasons and retained sources.
05
Trials
Trials started, converted and ended without conversion, plus conversion rate and source events.
06
Distribution funnel
A sequential first-party cohort from app-owned acquisition to server-confirmed install, trial or paid intent, and paid merchant evidence.
07
Retention cohorts
Customer and gross-revenue retention by starting month, with denominators and scope kept visible.
08
Uninstall reasons
Reason counts and merchant context when optional uninstall-reason ingestion is configured.
09
Customers
Searchable merchant accounts with status, plan, LTV, health and lifecycle timelines.
10
Transactions
Gross, Shopify fees and net earnings by billing date, currency, app and customer.
11
Payouts
Settlement periods, status, gross, fees and net separated from transaction-date earnings.
12
Customer scope
Classify development and other non-commercial stores, or use one saved, period-aware paying-only definition across reports, exports and MCP.
Definitions before decoration
Numbers you can explain to another human.
Marlo keeps annual normalization, currencies, report ranges, frozen accounts, exclusions and incomplete source coverage visible. The aim is not merely a prettier graph; it is a decision you can defend.
Annual plans
Normalized monthly
Currencies
Reported separately
Customer scope
Visible + saveable
Coverage
Warnings shown
Use your own data
See the report. Investigate the context.
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