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The 3 Financial Metrics Every Business Owner Must Track Monthly

Ask any Gilbert small business owner their gross sales last month, and they will likely give you an exact figure. Revenue feels tangible. It looks like progress.

But what happens when you ask these three questions instead:

  • How many months could your company survive if sales completely stopped?
  • What is your true margin after delivering your services?
  • How much of every dollar earned actually drops to the bottom line?

Often, this is where the silence sets in. At Martinez & Shanken PLLC, our CPAs regularly see owners fall into the trap of letting top-line growth mask underlying cash flow issues.

Why Top-Line Revenue Can Mislead You

Growing sales is a common goal, but measuring success solely by revenue is an incomplete strategy. It is entirely possible to scale your sales while draining cash reserves, shrinking margins, and reducing take-home pay.

Colleagues discussing business metrics

1. Cash Runway

Your cash runway reveals how many months your business can continue operating if revenue suddenly dries up. It represents your financial buffer.

Calculation: Cash on Hand ÷ Monthly Expenses = Runway (in months).

When customer payments slow down, having adequate runway determines whether you can navigate the delay comfortably or if you must resort to reactive cost-cutting.

2. Gross Margin

Gross margin isolates the profitability of your core offerings. It measures what remains after subtracting the direct costs required to deliver your goods or services.

Calculation: (Total Revenue - Cost of Goods Sold) ÷ Total Revenue.

Many businesses operate at maximum capacity yet remain underpriced. If your margins are too thin, increasing your volume will only magnify the underlying problem.

Organized business inventory showing cost management

3. Net Profit Percentage

Ultimately, net profit percentage shows the true portion of revenue you retain after covering overhead, operations, and taxes.

Calculation: Net Profit ÷ Total Revenue.

If your business brings in $500,000 but nets $50,000, your net profit margin is 10%. Keeping just a dime for every dollar earned is a crucial wake-up call.

Take Control of Your Financial Future

You do not need massive dashboards of complex reports. Checking these three figures monthly provides clarity. If you need help spotting cash flow leaks or managing your books in AZ, contact Martinez & Shanken PLLC to schedule a consultation today.

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Martinez & Shanken, PLLC

1560 W Warner Rd Suite 200
Gilbert, Arizona 85233
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