Everything Fold does explained
This page covers every feature, every integration, every data point, and every AI capability that Fold offers. If you're on the fence, read this first.
The problem
Founders are drowning in tabs, not insights
If you run any kind of online business — SaaS, e-commerce, newsletter, creator business — your data lives in a dozen different places. None of them talk to each other. You end up spending hours every week just gathering numbers before you can even start thinking.
The typical founder's Monday morning
- ✕Open Stripe to check MRR
- ✕Open Google Analytics to check traffic
- ✕Open Meta Ads Manager to check ad spend
- ✕Open Mailchimp to see email open rates
- ✕Open Shopify to see order volume
- ✕Copy everything into a spreadsheet
- ✕Try to figure out if the numbers are good or bad
- ✕Run out of time. Skip the analysis.
With Fold
- ✓Open one dashboard. Everything is there.
- ✓Read one AI summary that explains what changed
- ✓Understand exactly why revenue went up or down
- ✓Get a prioritized list of what to focus on today
- ✓Done. Close the laptop.
The core insight behind Fold:The problem isn't that founders don't care about their data. The problem is that gathering and interpreting data takes so long that most founders skip it. Fold eliminates the gathering and the interpreting — so you can act on your data instead of drowning in it.
Who it's for
Built for founders running real businesses
Fold is not an enterprise BI tool. It's not built for data analysts. It's built for the founder who is also the marketer, the developer, the customer support, and the finance team — all in one person.
SaaS founders
Track MRR, churn, new subscriptions, trial conversions and the traffic that drives them — all in one place.
E-commerce founders
Connect Shopify or WooCommerce with your email (Klaviyo/Mailchimp) and ad spend to see true ROI per channel.
Newsletter creators
See subscriber growth, open rates, and paid upgrade conversions next to the traffic sources driving your growth.
Digital product sellers
Track Gumroad or Lemon Squeezy revenue, see which channels convert, and optimize your ad spend daily.
Indie hackers
Get the business intelligence of a funded startup without hiring an analyst or building internal dashboards.
Agency & freelance owners
Understand which client channels perform, track retainer revenue and get a clear weekly business snapshot.
Fold is probably NOT right for you if…
- →You need a custom BI tool with SQL queries and raw data access — consider Metabase or Redash instead.
- →You're a data analyst building reports for a large team — consider Looker or Tableau.
- →You haven't launched yet and have zero metrics — come back once you have real data to look at.
Dashboard modules
Four views. Complete business intelligence.
Fold's dashboard is organized into four purpose-built modules. Each one answers a different question about your business. Together, they give you the full picture.
Module 1 · Overview
Your entire business at a glance
The Overview tab is the first thing you see when you log in. It shows a unified view of your most important KPIs from every connected integration — all on one screen, all updated automatically.
- Revenue KPI tile — current period vs previous period, % change, trend sparkline
- Traffic KPI tile — sessions, users, bounce rate from GA4 or Plausible
- Ad spend KPI tile — total spend across Meta Ads (and more as you connect)
- Email KPI tile — subscribers, open rate, click rate from Mailchimp / Klaviyo / Beehiiv
- Each tile shows the current value, the delta vs the previous period, and a 7-day sparkline so you spot trends instantly
- Tiles only appear for integrations you've connected — no empty noise
- Data refreshes automatically every 24 hours
- Designed to answer: 'Is my business healthy right now?'
Module 2 · AI Insights
Your business analyst, always on
The AI tab is Fold's most powerful feature. It's a conversational AI assistant that has full access to all your connected data and can answer questions, surface anomalies, and give you actionable recommendations — in plain English, no data skills required.
- Daily AI insight: every morning, Fold generates a 2-3 sentence summary of what changed in your business yesterday and why
- Anomaly detection: Fold flags unexpected drops or spikes and explains the likely cause
- Ask anything: type any question — 'Why did revenue drop last Tuesday?' or 'Which ad channel has the best ROI?' — and get a specific, data-backed answer
- Web analysis: paste any URL and Fold will analyze that page and give you specific conversion optimization suggestions
- Prioritized action list: every day, Fold gives you 3-5 specific things to do based on your actual data
- Context-aware: the AI sees all your connected integrations simultaneously — so it can correlate ad spend spikes with traffic drops with revenue changes
- Powered by GPT-4 with your live data injected as context
Module 3 · Web Analytics
Deep dive into your website traffic
The Web tab gives you a full breakdown of your website traffic from Google Analytics 4 or Plausible. Not just the top-line numbers — but the details that help you understand where your visitors come from, which pages they read, and what makes them convert.
- Session and user trends over the last 7, 30, or 90 days
- Traffic source breakdown: organic search, paid search, social, email, direct, referral
- Top landing pages by visits and engagement time
- Bounce rate and pages-per-session for each traffic source
- New vs returning visitor split
- Device breakdown: desktop vs mobile vs tablet
- Geographic distribution of your audience
- Conversion events and goal completions (GA4)
- Designed to answer: 'Where is my traffic coming from and what's converting?'
Module 4 · Integrations & Settings
Connect, manage, and control your data
The Settings tab is where you connect and manage all your integrations. Every integration is one click to connect via OAuth or API key — no code, no webhooks, no spreadsheet exports.
- Integration catalog: browse all available integrations organized by category
- One-click OAuth connect for most integrations (Stripe, GA4, Meta Ads, Mailchimp, Gumroad, Shopify)
- API key connect for integrations that use key-based auth (Lemon Squeezy, Beehiiv, Plausible, Klaviyo, WooCommerce)
- Connection status: see last sync time and whether each integration is healthy
- Disconnect any integration in one click — your data is deleted from our servers immediately
- Account settings: update email, password, and billing details
- Upgrade / downgrade plan from inside the dashboard
Integrations
Every tool. Every data point. Explained.
Fold currently has 13 live integrations and 30 more in development. Here's exactly what each one pulls and how it connects.
Live now — 13 integrations
Stripe
Payments & RevenueLiveRevenue, MRR, transactions & new customers
Fold connects via OAuth to your Stripe account and pulls your complete billing data.
Metrics pulled:
- Monthly Recurring Revenue (MRR) and Annual Recurring Revenue (ARR)
- New customers, churned customers, net growth this period
- Transaction volume, average transaction value
- Failed payments and recovery rate
- Revenue by product / price plan
Google Analytics 4
Web AnalyticsLiveSessions, users, bounce rate & conversions
Fold reads your Google Analytics 4 data through the official Reporting API — no sampling.
Metrics pulled:
- Sessions, users, new vs returning
- Bounce rate and average session duration
- Top pages by traffic and engagement
- Traffic sources: organic, paid, direct, referral, social
- Goal completions and conversion events
Meta Ads
AdvertisingLiveAd spend, reach, clicks & ROAS
Connected via Meta Marketing API. Fold reads your ad account spend and performance.
Metrics pulled:
- Total ad spend across all campaigns
- Impressions, reach, click-through rate
- Cost per click (CPC) and cost per result
- Return on Ad Spend (ROAS)
- Campaign-level breakdown
Lemon Squeezy
Payments & RevenueLiveDigital products & subscription revenue
Fold connects using your Lemon Squeezy API key and reads your store data.
Metrics pulled:
- Gross revenue and net revenue (after fees)
- New subscriptions, renewals and cancellations
- Revenue by product
- Refund rate
- Subscription status breakdown (active, paused, cancelled)
Gumroad
Payments & RevenueLiveCreator product sales & subscription revenue
Fold uses the Gumroad OAuth API to pull creator sales data in real time.
Metrics pulled:
- Total sales revenue and units sold
- Sales by product
- New customers vs returning customers
- Subscription MRR from membership products
- Refunds issued
Paddle
Payments & RevenueLiveSaaS billing, subscriptions & tax
Fold connects using your Paddle API credentials and reads transactions and subscriptions.
Metrics pulled:
- Net revenue after Paddle's Merchant of Record fees and taxes
- MRR, new subscriptions and churn
- Transaction volume by country
- Refund and dispute metrics
- Plan-level revenue breakdown
Plausible
Web AnalyticsLivePrivacy-first traffic analytics
Fold connects via Plausible's Stats API — privacy-first, no cookies, GDPR compliant.
Metrics pulled:
- Unique visitors and total pageviews
- Sessions and pages per session
- Bounce rate
- Traffic sources breakdown
- Top pages by visits
PostHog
Web AnalyticsLiveOpen-source product analytics & feature flags
Open-source product analytics & feature flags
Mailchimp
Email & MarketingLiveEmail campaigns, opens, clicks & subscribers
Connected via Mailchimp OAuth. Fold reads your email list and campaign performance.
Metrics pulled:
- Total subscriber count, growth rate
- Open rate, click rate, unsubscribe rate per campaign
- List health: bounces and spam complaints
- Revenue attributed to email campaigns (if e-commerce tracking enabled)
- Audience growth trend over time
Klaviyo
Email & MarketingLiveE-commerce email flows, revenue attributed
Fold connects via the Klaviyo API to read email, SMS and automation performance.
Metrics pulled:
- Email campaign open rates and click rates
- Revenue attributed to flows and campaigns
- Active profiles and list growth
- Unsubscribe and bounce rates
- SMS send and response stats
Beehiiv
Email & MarketingLiveNewsletter subscribers, opens & paid upgrades
Fold connects to the Beehiiv API to track your newsletter growth and monetization.
Metrics pulled:
- Total subscribers and net growth this period
- Open rate and click rate per issue
- Paid upgrade conversions (free → paid subscribers)
- Premium subscription revenue
- Subscriber churn rate
Shopify
E-commerceLiveOrders, GMV, refunds & product revenue
Fold uses Shopify's Admin API to pull your store orders and product data.
Metrics pulled:
- Gross Merchandise Value (GMV) and net revenue
- Total orders, average order value (AOV)
- New vs returning customer revenue split
- Refund rate
- Best-selling products by revenue
WooCommerce
E-commerceLiveWordPress store orders, products & revenue
Fold connects to your WooCommerce REST API endpoint to read store data.
Metrics pulled:
- Total sales and order count
- Average order value
- New customer vs returning customer split
- Top products by revenue
- Refund and cancellation stats
Coming soon — 30 more
These integrations are in development. They appear as cards in your dashboard so you can see what's coming, but they don't connect yet. We ship new integrations every 2-4 weeks based on founder demand.
Missing an integration you need? Email us — we prioritize based on founder requests.
Integration categories
Payments & Revenue
4 live · 1 soon
Web Analytics
3 live · 3 soon
Advertising
1 live · 6 soon
Email & Marketing
3 live · 3 soon
E-commerce
2 live · 3 soon
CRM & Sales
0 live · 4 soon
Customer Support
0 live · 3 soon
Product Analytics
0 live · 4 soon
Social Media
0 live · 3 soon
AI intelligence
How Fold's AI actually works
The AI in Fold isn't a chatbot that knows nothing about your business. It's an analyst that reads your actual numbers before every response.
Data is fetched from your integrations
When you open the AI tab or trigger an analysis, Fold pulls the latest data from every integration you've connected — revenue, traffic, ad spend, email stats. This data is formatted into a structured context block.
Your context is injected into the AI prompt
The structured data (your actual KPIs, trends, and delta vs previous periods) is sent to GPT-4 as context. The AI doesn't guess — it reads your real numbers. It knows your MRR is $4,200, not a generic SaaS benchmark.
The AI explains, correlates, and recommends
GPT-4 analyzes the combined data across all your tools simultaneously. It can see that your traffic dropped 20% and your ad spend was paused on the same day. A human analyst would catch that — and now so does Fold.
You get plain English, not a chart
Every insight is written in clear, founder-friendly language. No jargon, no statistical noise. Just 'Your MRR dropped $340 this week — 4 customers canceled, likely after the trial ended. Your free-to-paid conversion rate is 8%, below the 15% benchmark. Consider adding an in-app onboarding nudge.'
You can ask follow-up questions
The AI remembers the conversation context. Ask 'which channel drove the most conversions last month?' then 'what would happen if I doubled that budget?' — it tracks the thread and gives consistent, data-backed answers.
Things the AI can do for you right now
Data & security
Your data is yours. We take that seriously.
Every integration requires you to explicitly authorize Fold. We never store your passwords. We never write to your accounts. Here's exactly how it works.
OAuth 2.0 — no passwords
Most integrations connect via OAuth 2.0. You authorize Fold on the platform's own login page. We receive a scoped access token — never your password. You can revoke access from the platform directly at any time.
TLS 1.3 in transit
All communication between Fold and third-party APIs — and between your browser and Fold's servers — uses TLS 1.3 encryption. Your data cannot be intercepted in transit.
Read-only access only
Fold never writes to your accounts. When you connect Stripe, we can read your transactions — but we cannot create charges, issue refunds, or modify any data. The same applies to every integration.
AES-256 encrypted at rest
All your synced data is stored in Supabase with AES-256 encryption at rest. Access tokens are encrypted before being stored. Your data is isolated per account — no shared tables.
Delete everything instantly
Disconnect any integration from the Settings tab and we delete all synced data for that integration from our servers immediately. Close your account and all your data is purged within 24 hours.
GDPR compliant
Fold is built with GDPR in mind. You have the right to access, correct, and delete all data we hold about you and your business. We never sell data to third parties. Ever.
Infrastructure
- Hosted on Vercel (edge network, global CDN, automatic HTTPS)
- Database: Supabase Postgres (EU region) with row-level security enabled
- No third-party analytics on user data — we don't share your business metrics with anyone
- AI queries sent to OpenAI are not used for model training (Enterprise API agreement)
- API tokens are encrypted with AES-256 before storage and never logged
Pricing
Simple, transparent, founder-priced
One plan. No seats. No usage limits. No feature gating. Connect all your integrations and use the full AI — from day one.
Free trial
Full access to everything — all integrations, AI insights, web analytics. No credit card required to start.
- All integrations (live ones)
- Full AI insights module
- Web analytics module
- Overview dashboard
- No credit card to start
Pro
Cancel anytime. No contracts.
Everything in the trial, forever. Unlimited AI queries, all integrations unlocked, daily auto-refresh.
- Unlimited AI insights & chat
- All live integrations (11 now, more monthly)
- Daily automatic data refresh
- Web analytics deep dive
- Anomaly detection & alerts
- Priority email support
- Early access to new integrations
- Cancel anytime — no lock-in
$19/month context:If Fold saves you just 1 hour per week of manual reporting, that's 4 hours/month. At $50/hr consulting rate, that's $200 in saved time — for $19. Most founders report saving 3-4 hours/week.
FAQ
Every question answered
How long does it take to set up?
Most founders are fully connected in under 10 minutes. Each integration is one click — you're redirected to the platform's own login/authorize page, you approve, and you're done. No code, no CSV exports, no webhooks.
Does Fold work if I only use one or two tools?
Yes. You can connect just Stripe and get your full revenue dashboard. Add GA4 later when you're ready. Tiles only appear for integrations you've actually connected — there's no empty noise.
How is the data refreshed?
Data syncs automatically every 24 hours for all connected integrations. You can also manually trigger a refresh from the dashboard at any time.
Does Fold store my actual business data?
Fold stores the aggregated metrics we pull from your integrations (e.g. your MRR this month = $4,200) — not the raw underlying records (e.g. individual customer names, email addresses, transaction IDs). We sync summary-level data to power your dashboard, not your entire database.
Can I cancel without losing my data?
Yes. If you cancel your Pro subscription, your account downgrades to free. Your data stays accessible (but won't auto-refresh) until you choose to delete your account. Deleting your account wipes all data within 24 hours.
Is the AI included in the free trial?
Yes. The full AI module — including daily insights, ask-anything chat, and web page analysis — is available during the 7-day trial at no charge.
Do you sell or share my business data?
Never. Your data is yours. We don't sell it, share it, or use it to train AI models. OpenAI queries are sent via our Enterprise API, which includes a data processing agreement that prohibits using your data for training.
What happens if an integration breaks?
If a connection fails (e.g. an expired OAuth token), we'll flag it in your dashboard with a clear reconnect prompt. We also email you if a sync fails. You reconnect in one click.
Is there a team or multi-user plan?
Not yet. Fold currently supports one user per account. A team plan (shared dashboards, multiple logins) is on the roadmap and will ship based on demand — email us if this is blocking you.
Can I get a refund?
If you pay and decide Fold isn't right for you within the first 7 days, email us at info@usefold.io and we'll refund you in full. No questions, no hoops.
Ready to try it?
Start your free trial today
7 days free. Full access. No credit card required. Connect your first integration in under 2 minutes and see your data in a new light.
Questions? Email info@usefold.io — George replies personally.