#metrics
Key financial metrics and KPIs for business health
Return on Equity (ROE) divides net income by owner's equity — a 15% ROE means the business earned 15 cents per dollar of the owner's capital. This guide covers healthy benchmarks (12–15% baseline, 15–20%+ strong), the three-part DuPont breakdown of margin, asset turnover, and leverage, and the pitfalls — debt-inflated returns, negative equity, one-time items — that distort the ratio.
Inventory turnover ratio = COGS ÷ average inventory, and it shows how many times a business sells through its stock each year. This guide covers the formula, converting turnover to days sales of inventory, industry benchmarks from 2–4 turns (industrial parts) to 10–20+ (grocery), and why slow-moving stock costs 20–30% of its value annually to hold.
GA4 tracks events by default but reports zero conversions until you manually flag key events — a 30-minute fix. This guide covers the event → key event → conversion chain, which events to track by business type, the last-click attribution trap, and tying channel data back to your books.
ROIC measures how efficiently a business turns debt and equity into after-tax operating profit — NOPAT divided by invested capital. Learn the formula, why it beats ROI and ROE, the WACC benchmark that separates value creators from value destroyers, and the five calculation mistakes owners make most.
Economic Value Added (EVA) = NOPAT − (WACC × invested capital) — the profit left after every source of capital, debt and equity alike, is paid its going rate. A worked example, how to estimate NOPAT and WACC, why EVA avoids ROI's percentage bias, and how small business owners can use it for capital decisions.
2026 data from 600+ Acquire.com listings shows bootstrapped SaaS selling at roughly 2.6x TTM revenue and 10.7x profit — a 30–50% discount to public comps. Here's how NRR, CAC payback, customer concentration, and reconciled books move your multiple, and the diligence documents buyers actually request.
How VR arcades and location-based entertainment venues should keep their books — split revenue across six streams, book party deposits as deferred-revenue liabilities, depreciate each $50,000+ station separately, and track revenue per available station hour, the LBE equivalent of a hotel's RevPAR.
Prepaid training packages are a liability, not income — how fitness studios should use deferred revenue accounting, classify instructors under the FLSA economic-reality test, and track the KPIs, like the 70–75% class utilization benchmark, that separate profitable studios from struggling ones.
Days cash on hand measures how many days a business can pay operating expenses using only its current cash balance, with small businesses typically running 30–60 days and 90+ days considered a strong cushion.
How independent doulas should structure their books — allocating prepaid birth packages across performance obligations, classifying backup doulas correctly, handling HSA/FSA and Medicaid payment pathways, and reading the KPIs that predict whether a perinatal practice is actually sustainable.
A working playbook for owner-operators of boutique indoor golf simulator lounges — how to recognize bay rental, membership, league, and breakage revenue under ASC 606; capitalize $24K Trackman units and $60K bay buildouts via Section 179, bonus depreciation, and QIP cost segregation; classify teaching pros correctly; and read the bay-utilization and revenue-per-bay-hour KPIs that separate profitable lounges from the rest.
A working framework for boutique pilates studios: applying ASC 606 to class packs and memberships, handling breakage and escheat, classifying instructors under the DOL 2024 rule and state ABC tests, accelerating reformer deductions via Section 179 and cost segregation, and tracking reformer-hour utilization and retention KPIs.
