In today’s intricate financial landscape, selecting the right metric to gauge profitability is more than a numbers game – it’s a strategic necessity. To uncover the metrics that drive success, we turned to business owners and finance leaders for their go-to financial indicators. From insights on Return on Investment to a CEO’s perspective on assessing Return on Equity, this roundup offers a wealth of knowledge. With 22 expert contributions, this article is your guide to understanding the metrics that matter most for mastering financial profitability.
Focus on Return on Investment
The one financial number I always try to focus on to determine profitability is the return on investment (ROI). It’s intuitive and connects activity to strategy, and provides a simple way to see if the money being spent is meeting the intended goals. I remember one time we were arguing about two marketing initiatives. If we could estimate the ROI of a small test run for each, we would have realized that one campaign was actually worth much more in leads and conversions, despite being a bigger upfront expense. That transparency allowed us to confidently scale up the better option, thereby improving profit.
I love ROI because it’s something you can use for a variety of scenarios. We have applied it, for instance, to assess the performance of new software integration designed to enhance efficiency. Even though the upfront investment in the software was massive, monitoring the ROI for the next six months showed time savings throughout the team which translated to massive savings in labor expenses.
Erin Hendricks, President and Owner, Sammy’s Milk
Monitor Operating Expense Ratio
When I measure profitability, I usually look to the operating expense ratio (OER) because it gives a real-world indicator of how well a company is balancing overhead expenses against revenue. For instance, we were growing rapidly at one time when revenues were increasing, yet OER showed us operating expenses escalating more than expected. I think this is a really great metric to help identify areas of savings where the cost can be reduced without sacrificing quality or customer experience. We reduced the ratio directly by eliminating redundant software subscriptions and optimizing our workforce model by trimming unnecessary software subscriptions.
I also like the OER because it aligns the team priorities with concrete, measurable objectives. When we first had a new customer acquisition campaign, for example, we tied it to how quickly we could scale without driving the ratio higher. Reporting on the OER during this process made sure that every dollar invested delivered value—from retention of customers to better workflow. I believe this encourages responsibility and keeps profit in reach when you take calculated risks.
Tyler Hull, Owner and General Manager, Modern Exterior
Track Operating Cash Flow
Operating cash flow is one of the best profit metrics for me. It relates more than just the profit in words because it tells us how much real cash is moving through the enterprise. This is a number that is particularly important during times of growth or investment because it assures that growth initiatives are supported by actual liquidity. For instance, when we were looking to launch our fintech platform in another country, we reviewed operating cash flow to see if we could comfortably pay for everyday operations without getting carried away with credit or funding from investors. We were able to move more steadily without being overly costly with this number and made better choices that didn’t endanger the company’s bottom line.
Another reason I prefer operating cash flow is that it shows you the true picture of how a company is performing. Some time back, revenues were rosy on the surface, and then a slowdown in operating cash flow alerted us to non-payment by a handful of major customers. Since we were handling the collection problem at an early stage, we didn’t run into cash shortages and we were able to keep on top of debt.
Thomas Franklin, CEO, Swapped
Analyze Return on Ad Spend
Return on ad spend (ROAS) is the most important financial metric I track because it shows how much revenue each dollar spent on advertising generates. In video marketing, aside from creating great content, we also need to make sure that content drives results.
I worked with a brand last year that had high ad costs but struggled to see a return. By closely analyzing ROAS, we discovered that some ad placements were underperforming. We redirected the budget to video campaigns that resonated better with their audience, such as product demonstration videos, and saw a 45 percent increase in sales within three months.
ROAS helps me pinpoint what works and what does not, ensuring every dollar is spent wisely. For clients, it means I am delivering measurable results that grow their business. This metric keeps us focused on profitability, not just activity.
Spencer Romenco, Chief Growth Strategist, Growth Spurt
Evaluate Gross Profit Margin
In assessing profitability, I tend to focus on one financial metric above all others: gross profit margin. It offers a clean, actionable insight into a company management performance about how efficiently a business generates profit out of its core operations, which plays a center stage role in assessing short-term as well as long-term business sustainability. Gross profit margin is the amount of revenue that remains after the cost of goods sold (COGS) is deducted, and is a good indicator of whether our pricing strategy is aligned with our operational efficiency and product costs.
For example, in the addiction recovery programs I’ve been involved with, looking at gross profit margin allows us to evaluate how efficiently we’re delivering various services like counseling, group therapy and residential care. Through the lens of cost per staffed hour, material usage, and facility operation relative to direct-presented profit from classified patient programs and/or insurance reimbursement, we are able to very quickly see where our highest margins exist and where we need to adjust. A gross profit margin decline is often a sign of inefficiencies, well above-staffed projects or needlessly underutilized resources, for example, that need to be addressed quickly.
A time when this measure led to success was when we were expanding the program. When looking at gross profit margins for individual services before scaling, we saw that some offerings delivered impact but were also yielding unsustainable margins. We achieved profitability without sacrificing the quality of care by realigning pricing and reallocating resources. Not only did this exercise help stabilize our financials, but also fortified our ability to grow sustainably.
For more meaningful tracking, I suggest you track gross profit margin on a monthly basis and by service/product line. Its detailed column and pitch breakdowns expose key actionable insights to improve and shield against surprises, for overall performance. And pairing this with baseline benchmarking with industry standards can also shed light on whether your margins are competitive.
In short, gross profit margin is not just a number: it’s a living tool that emphasizes efficiency, enables continued strategic planning and provides monitoring to ensure that operations coordinate with financial objectives.
Brian Chasin, Chief Financial Officer, SOBA New Jersey
Measure Gross Revenue Retention
Gross revenue retention (GRR) was for me a revolutionary measurement of profitability as it is concerned with long-term customer relationships. If we know how much recurring revenue we’re keeping from existing customers (no new sales), we can get a pretty good indication of whether or not our product appeals to our target market. We tried a loyalty program, for example, and GRR proved us right away. Seeing how our existing customers are spending more money on premium items led us to perfect our process to honor repeat customers and it also increased our profits.
I think GRR is so insightful, insofar as it focuses on long-term expansion rather than ephemeral achievement. This measure, in one quarter, pointed towards a decline in mid-tier customers, and we had targeted campaigns that would cater to them. That one small tweak brought retention rates back up and showed how valuable it is to listen to customer habits. For me, GRR is on the right track to support the idea that a strong business does not simply increase—it increases by taking care of the base.
Jay Soni, Marketing Specialist, Founder and CEO, Yorkshire Fabric Shop
Rely on Owner’s Earnings
I rely most on Owner’s Earnings to assess profitability because it provides a clear picture of the actual cash available to me as a business owner after covering necessary reinvestments in the business. Previously, I was using net income but since that can be influenced by non-cash accounting adjustments, I believe it didn’t accurately reflect the true financial health of my company.
Owner’s Earnings focuses on the real cash flow that can be distributed or reinvested without compromising the business’s ability to function. This metric has been invaluable in helping me plan for personal withdrawals and manage business expenses. It also helps me make more informed decisions about reinvestment or expansion.
Farhan Siraj, Chief Executive Officer, OSHA Outreach Courses
Assess Net Profit Margin
For a market research services business, the financial metric I rely on most to assess profitability is net profit margin. This metric accounts for all operational expenses, including salaries, software subscriptions, and overheads, providing a comprehensive view of how efficiently the business is converting revenue into actual profit.
Tracking net profit margin has been particularly useful in evaluating the balance between project pricing and operational costs. For example, when we noticed our margin slipping on custom research projects, we analyzed client budgets versus the hours required to deliver. This insight helped us restructure project scopes, optimize resource allocation, and introduce tiered pricing to better match client needs while maintaining profitability.
Additionally, net profit margin helps assess long-term financial health and scalability. For instance, when considering investments in new tools or expanding the team, I use this metric to model the impact on profitability. It ensures we grow sustainably without sacrificing our bottom line. For a service-driven business like market research, where margins can be sensitive to labor and technology costs, net profit margin is an essential tool for strategic decision-making.
Bassem Mostafa, Lead Market Analyst and Founder, Globemonitor Market Research Agency
Gauge Annual Recurring Revenue
In assessing profitability, I rely on the Annual Recurring Revenue (ARR) metric to gauge financial health and growth potential. Since founding the company, I’ve focused on growing our ARR from $0 in 2020 to over $2 million by 2024. This metric is crucial because it reflects the sustainability of our revenue streams and the long-term value of our client relationships.
One example of ARR’s impact is during our negotiation with a major educational tech provider. By showing a steady increase in our ARR through detailed case studies and testimonials, I convinced them of our financial stability, resulting in a partnership deal 40% higher than initially offered. This not only boosted our revenue but also reinforced our credibility in the industry.
For anyone looking to optimize profitability, I recommend focusing on ARR as a measure of recurring revenue and client loyalty. Investing in customer retention strategies, like our loyalty and recognition programs, can significantly improve ARR and provide a clear picture of your business’s long-term viability and success.
Chase Mckee, Founder & CEO, Rocket Alumni Solutions
Understand Net Revenue Retention
Net revenue retention (NRR) is one of the most powerful financial metrics to measure profitability that I use to understand the long-term growth prospects. It provides the real story of whether people are sticking around, spending more, or dropping out. We experienced an increase in NRR, for instance, when we offered a high-end service package. This meant existing customers would pay more for additional options, so that was a strong signal to scale more value in those same categories.
NRR—to me, it’s more of an indicator of profitability than just profits—is about whether we’re building loyalty and increasing organically with current customers. Our NRR fell one quarter due to a decrease in engagement on our mid-range products. We hit back with workshops and webinars on that customer segment, and two months later we had those numbers back up. This is the measurement that enables you to change and pivot quickly before profits start falling too. A health check for customer happiness and growth opportunities all in one.
Craig Focht, Cofounder & CEO, All Pro Door Repair
Check Project Profitability by Phase
I rely heavily on project profitability by phase as the key financial metric to assess and optimize overall profitability. This metric evaluates the profit generated during each stage of the construction value stream—from the initial client brief to asset maintenance. By breaking profitability down into these phases, we can accurately determine where value is created or lost.
For instance, during a recent project, we noticed a dip in profitability during the design phase. By diving deeper into the data, we discovered that certain design revisions were causing delays and increasing costs unnecessarily. With this insight, we implemented Lean methodologies to improve stakeholder communication and reduce rework, bringing the phase back on track and improving margins.
This approach also helps us assess the long-term profitability of asset maintenance contracts, which are critical to our industry. By tracking margins during maintenance, we can optimize schedules, resource allocation, and material costs, ensuring sustainable profitability while meeting client expectations.
Focusing on phase-specific profitability has been invaluable. It allows us to align operational efficiencies with client goals, delivering financially sound results and adding lasting value to the built environment.
Andrew Moore, Director, Rubicon Wigzell Limited
Use Burn Rate for SaaS Profitability
Personally, I use the Burn Rate to assess the profitability of my SaaS product and I’ll tell you exactly why. Simply put, Burn Rate measures the rate at which we use capital to fund our operations. It provides a clear picture of how efficiently we are scaling our business and what exactly is the amount left over for us to celebrate with. We ensure we keep the Burn Rate aligned with the revenue growth and track the trajectory. By doing so, we have been able to manage a healthy balance between investing in product innovation and managing operational expenses.
For instance, tracking this metric has helped us strategically allocate resources toward high-impact features like predefined payment rules, ensuring consistent ROI while preserving cash flow for sustainable growth. This disciplined approach has also allowed us to extend our runway, providing the flexibility to seize new opportunities without jeopardizing financial stability. So, that’s why I rely on this metric primarily when assessing profitability. Managing Burn Rate effectively allows us to scale responsibly while maintaining a competitive edge in the loan servicing market.
Bob Schulte, Founder, Bryt Software LLC
Lean on EBITDA for Clear Earnings
In evaluating profitability, I often lean on Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA), a crucial financial metric. This measure focuses on a company’s operational performance, excluding factors like financing costs, government intervention, and accounting decisions, offering a clearer picture of a company’s real earning power.
In my career, EBITDA has been instrumental in navigating business profitability accurately and efficiently. For instance, it played a pivotal role in my work with a software company where I strategically maneuvered exponential growth from 1989 to 2000. EBITDA also provided a reliable framework in 2004 when I acquired a transportation company, driving substantial revenue increase through growth and acquisitions.
With actionable insights derived from EBITDA, businesses can spot profitability trends, plan wisely, and make informed financial decisions to enhance long-term fiscal stability and business productivity. These real-world applications echo its worth as a significant financial metric in assessing profitability.
Mark Pierce, Founder & CEO, Wyoming LLC Attorney
Check Contribution Margin
I always check our contribution margin. This is a metric that tells you how profitable each of your products are. You calculate it by getting the difference between sales revenue and variable costs. Since we sell multiple different sauna products and accessories, it’s important for us to see how each of them performs. This helps us know which product is most profitable that we can double down on or which ones need cost optimization or removal from our arsenal altogether. Overall, this metric helps us make better-informed decisions when it comes to our inventory and pricing strategies.
Jasper Knight, Founder, Secret Saunas
Focus on Agent Productivity
While many real estate brokers focus on total revenue or gross commission income, I find that focusing on each agent’s productivity provides a clearer and more actionable picture of profitability.
This metric allows me to gauge not only my agents’ effectiveness but also the business’s overall health. If transaction volume per agent grows, our systems, training, and support align to help agents close more deals. Conversely, a drop in this number can prompt a deeper look into potential issues—whether it’s a dip in market conditions, gaps in agent performance, or even a sign that we need to refresh our marketing efforts.
Tracking transactions per agent has allowed me to strategically invest in training, tools, and technology that directly impact an agent’s ability to succeed. It also helps me make informed decisions on team structures and growth, ensuring that every new hire or adjustment to the team is adding value and supporting profitability.
Betsy Pepine, Owner and Real Estate Broker, Pepine Realty
Combine CAC and CLV
We like to combine two metrics, namely, Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV). This way, we can see how efficiently we attract new customers and compare it to the long-term value those customers bring us. I think this is a more in-depth approach that is aimed at the bigger picture. So, instead of merely monitoring our sales metrics, we are able to evaluate the overall sustainability of our business model by monitoring the costs of acquiring new customers and customer retention.
Needless to say, these two metrics combined have been extremely helpful. They inform our investments and strategies, which ultimately contributes to a wise distribution of resources. For instance, if we see that both metrics are high, we understand that our customer retention strategies and value propositions are effective. In turn, this means that for the time being we can invest more resources in other aspects, like account management, for example.
Oleksii Kratko, CEO at Snov.io, Snov.io
Rely on Profit on Ad Spend
We rely heavily on Profit on Ad Spend (POAS) to assess our and our clients’ profitability. Unlike traditional metrics like ROI or ROAS, which can be skewed by incomplete or underreported data from tools like Google Analytics, POAS provides a more accurate measure of true profitability. It allows us to link marketing efforts directly to profit, enabling smarter budget allocation toward the most effective campaigns. This shift has significantly improved decision-making and results, ensuring we focus on sustainable growth rather than misleading metrics.
Mike Zima, Chief Marketing Officer, Zima Media
Measure Marketing Efficiency Ratio
As an e-commerce brand active since 2019, the financial metric we rely on most to assess profitability is our overall MER (Marketing Efficiency Ratio). MER is a simple yet powerful tool, calculated by dividing total revenue by total advertising spend. It offers a holistic view of how efficiently our marketing efforts are driving revenue.
Why is this our go-to metric? Firstly, ad platforms often over-report conversions, which can distort the effectiveness of individual campaigns. MER bypasses this by looking at the big picture—total sales versus total spend. Secondly, fixed overheads like rent and staff wages remain consistent each month, so MER helps us focus on what matters: balancing growth in revenue against the variable costs of acquiring customers. It’s a clear and reliable indicator of profitability that keeps our strategy grounded and results-focused.
David Mathews, Company Director, Fitstraps UK
Monitor Working Capital
I focus on working capital when assessing a company’s profitability. This metric shows a business’s ability to cover its short-term financial obligations with its current assets, like cash or inventory. By analyzing working capital, I can quickly understand whether the company has enough liquidity to handle day-to-day operations.
A positive working capital balance is a strong indicator of financial health. It means the business has enough assets to pay off short-term debts, reducing the risk of cash flow issues. On the other hand, a negative balance suggests potential liquidity challenges, which may need immediate attention.
I use working capital to guide clients in managing cash flow efficiently. Making sure there is enough working capital helps businesses operate smoothly, avoid financial stress, and focus on growth without constantly worrying about meeting short-term financial needs.
Eric Sornoso, Co-founder, Mealfan
Track Loss Ratio
The financial metric that I rely on most to assess profitability is the loss ratio. This metric compares the amount of claims paid out by an insurance company to the premiums collected during a specific period of time. It helps me determine whether or not my clients are receiving adequate coverage for their premiums and if there are any potential risks for the insurance company’s bottom line.
The loss ratio has been invaluable in guiding my recommendations to clients and assessing the overall success of our business. By closely monitoring this metric, I am able to identify any trends or patterns in claim payouts and adjust our offerings accordingly. For example, if I notice a high loss ratio in a certain type of health plan, I may suggest alternative options for my clients to ensure their needs are being met while also minimizing risk for the insurance company.
Evan Tunis, President, Florida Healthcare Insurance
Assess Operating Margin
As a non-profit college, one financial metric we rely on is the operating margin. This metric helps us assess the balance between our revenue (primarily from tuition, grants, and donations) and our operating expenses. By closely monitoring our operating margin, we ensure that we are allocating resources effectively to achieve our educational mission while maintaining financial health. It allows us to identify areas where we can optimize costs and enhance revenue streams, ultimately enabling us to reinvest in academic programs, facilities, and student support services. This proactive financial management supports our mission to provide high-quality education and foster an inclusive learning environment.
Joe Klenk, Director of Marketing, Pennsylvania Institute of Technology
Evaluate Return on Equity
One financial metric I rely on most to assess profitability is Return on Equity (ROE). ROE provides a clear picture of how effectively a company is utilizing stockholders’ equity to generate profits, which is crucial for evaluating management performance and investment potential. By analyzing ROE, I can compare companies within the same industry, identify trends over time, and assess whether a business is creating value for its stockholders. This metric has helped me make informed investment decisions, as a consistently high ROE often indicates a well-managed company that is effectively deploying its capital.
Marco Manazzone, Chief Executive Officer (CEO), Zzone Homes
Brett Farmiloe is the founder of Featured, a Q&A platform that connects brands with expert insights.
Profitability stock image by /Shutterstock
