{"id":40528,"date":"2025-07-10T04:27:31","date_gmt":"2025-07-10T04:27:31","guid":{"rendered":"https:\/\/www.credibly.com\/?p=40528"},"modified":"2025-08-26T15:53:02","modified_gmt":"2025-08-26T15:53:02","slug":"small-business-metrics","status":"publish","type":"post","link":"https:\/\/www.credibly.com\/incredibly\/small-business-metrics\/","title":{"rendered":"Here\u2019s how you can tell your story with small business metrics"},"content":{"rendered":"<p><iframe src=\"https:\/\/creators.spotify.com\/pod\/profile\/credibly-financing\/embed\/episodes\/Use-these-small-business-metrics-to-tell-your-story-e36b7g3\/a-ac352l0\" width=\"100%\" height=\"160px\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<ul class=\"podcast-images\">\n<li><a href=\"https:\/\/music.amazon.ca\/podcasts\/4acb04eb-c435-4e26-b6ac-8ccaf948e1b0\/episodes\/4c6d5ccf-439d-4d26-9b00-aa697bb79994\/credibly-use-these-small-business-metrics-to-tell-your-story\" target=\"_blank\" rel=\"nofollow noopener\"><img decoding=\"async\" src=\"https:\/\/www.credibly.com\/wp-content\/uploads\/Amazon.jpg\" \/><\/a><\/li>\n<li><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/use-these-small-business-metrics-to-tell-your-story\/id1729260086?i=1000720256402\" target=\"_blank\" rel=\"nofollow noopener\"><img decoding=\"async\" src=\"https:\/\/www.credibly.com\/wp-content\/uploads\/Apple.jpg\" \/><\/a><\/li>\n<\/ul>\n<p><strong>Table of Contents<\/strong><\/p>\n<ul>\n<li><a href=\"#1\">What key small business metrics should you monitor?<\/a>\n<ul>\n<li><a href=\"#2\">The difference between metrics and KPIs<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#3\">Build out your business story with these financial KPIs<\/a><\/li>\n<li><a href=\"#4\">How to choose the right financial KPIs for your business story and overall business metrics<\/a>\n<ul>\n<li><a href=\"#5\">How to use KPI data to guide action<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#6\">Keep your KPIs sharp\u2014and your funding options sharper.<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>If you want your business to grow, you need to know your numbers. Not just your revenue or your costs\u2014but the key indicators that show where you\u2019re strong, where you\u2019re slipping, and where to focus next. That\u2019s where monitoring your small business metrics comes into play.<\/p>\n<p>&nbsp;<\/p>\n<table class=\"jf_blog_table\">\n<tbody>\n<tr>\n<td>\u201cMetrics and KPIs give you the full picture of how your business is performing\u2014operationally, financially, and customer-wise,\u201d <a href=\"https:\/\/www.linkedin.com\/in\/ryan-rosett-262b642\/\" target=\"_blank\" rel=\"nofollow noopener\" data-cke-saved-href=\"https:\/\/www.linkedin.com\/in\/ryan-rosett-262b642\/\">Credibly Founder Ryan Rosett<\/a> said. \u201cFinancial KPIs are how you spot problems early, double down on what\u2019s working, and prove your business is ready for its next move.\u201d<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>In this blog post, we break down the KPIs and metrics that matter most\u2014and how to use them to steer your business forward.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe class=\"jf-iframe-ytvideo\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/dZ-lGQfieuE?si=lrWjoAvhfqENglQ-\" width=\"100%\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-np-ignore=\"\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"1\">What key small business metrics should you monitor?<\/h2>\n<p>You don\u2019t need to monitor every metric\u2014just the ones that actually move the needle for your business.<\/p>\n<p>Unlike enterprise-level companies that track global supply chains and multi-region logistics, small businesses should stay focused on financial key performance indicators (KPIs)\u2014and beyond\u2014that reflect how well you&#8217;re serving your customers, managing your team, and growing your bottom line.<\/p>\n<p>&nbsp;<\/p>\n<table class=\"jf_blog_table\">\n<tbody>\n<tr style=\"border: 1px solid #000;\">\n<td style=\"border: 1px solid #000; padding: 8px;\">\n<h3 id=\"2\" style=\"margin-top: 0;\">The difference between metrics and KPIs<\/h3>\n<p>Not all numbers carry the same weight. Metrics and KPIs both measure performance\u2014but they serve different purposes.<\/p>\n<p><strong>Metrics<\/strong> are general performance data. You can track just about anything: website visits, invoice processing time, inventory turnover, or average delivery speed. These numbers help you monitor activity and spot patterns. They give you a baseline and let you see how things change over time.<\/p>\n<p><strong>KPIs<\/strong>, on the other hand, are the numbers that matter most to your business goals. They\u2019re tied to outcomes\u2014like hitting a revenue target, reducing churn, or boosting output.<\/p>\n<p><strong>Every KPI is a metric, but not every metric is a KPI.<\/strong> What makes a KPI different is that you\u2019re actively measuring it <em>against<\/em> a goal. It\u2019s there to tell you whether you\u2019re on track\u2014or need to pivot.<\/p>\n<p>Think about it this way:<\/p>\n<ul style=\"margin: 0; padding-left: 20px;\">\n<li>\u201cFoot traffic\u201d is a metric\u2014it tells you what\u2019s happening.<\/li>\n<li>\u201cConversion rate\u201d is a KPI\u2014it tells you how well you\u2019re turning that traffic into sales.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Here\u2019s a breakdown of the core KPIs and metrics that help you understand where your business stands\u2014and what to do next.<\/p>\n<h4>Sales metrics<\/h4>\n<p>These KPIs help you measure demand and track momentum.<\/p>\n<ul>\n<li><strong>Revenue:<\/strong> The total amount of money your business brings in from sales.<\/li>\n<li><strong>Net profit:<\/strong> What\u2019s left after expenses\u2014your actual earnings.<\/li>\n<li><strong>Growth rate:<\/strong> Are you gaining traction month over month?<\/li>\n<\/ul>\n<h4>Operational metrics<\/h4>\n<p>Behind-the-scenes performance impacts everything else. These KPIs help you spot inefficiencies and stay lean.<\/p>\n<ul>\n<li><strong>Payroll:<\/strong> Monitor labor costs to avoid surprises.<\/li>\n<li><strong>Overtime (OT):<\/strong> Rising OT may signal understaffing or process issues.<\/li>\n<li><strong>Use of assets:<\/strong> Keep tabs on how efficiently your drivers, vehicles, or equipment are used.<\/li>\n<\/ul>\n<h4>Customer metrics<\/h4>\n<p>Happy customers drive repeat business. These KPIs show how well you&#8217;re meeting expectations and building loyalty.<\/p>\n<ul>\n<li><strong>Lifetime value<\/strong>: How much revenue a customer generates over time.<\/li>\n<li><strong>Retention and churn rates<\/strong> How many customers stick around and how many leave.<\/li>\n<li><strong>Satisfaction scores:<\/strong> Tools like NPS or CSAT give insight into how people feel after doing business with you.<\/li>\n<li><strong>Delivery performance:<\/strong> On-time and accurate shipping rates keep your brand strong.<\/li>\n<\/ul>\n<h4>Marketing metrics<\/h4>\n<p>Track how your strategy is going and what you need to change about your outreach.<\/p>\n<ul>\n<li><strong>Lead volume:<\/strong> The number of new prospects entering your funnel.<\/li>\n<li><strong>Conversion rate:<\/strong> How many leads turn into paying customers?<\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-40530 size-full\" src=\"https:\/\/www.credibly.com\/wp-content\/uploads\/Financial-KPIs.webp\" alt=\"Financial KPIs\" width=\"756\" height=\"528\" srcset=\"https:\/\/www.credibly.com\/wp-content\/uploads\/Financial-KPIs.webp 756w, https:\/\/www.credibly.com\/wp-content\/uploads\/Financial-KPIs-300x210.webp 300w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/p>\n<h2 id=\"3\">Put together your business story with these financial KPIs<\/h2>\n<h3>How to calculate critical sales metrics<\/h3>\n<h4>1. Revenue<\/h4>\n<p>Your revenue shows how much money your business brings in before costs. Whether you\u2019re selling products, services, or both, this is your starting line.<\/p>\n<p style=\"text-align: center;\">Revenue = Price per unit \u00d7 Number of units sold<\/p>\n<p><strong>Tip<\/strong>: <a href=\"https:\/\/www.investopedia.com\/ask\/answers\/09\/accrual-accounting.asp\" target=\"_blank\" rel=\"nofollow noopener\">If you\u2019re using accrual accounting<\/a>, this includes sales made on credit. With cash accounting, it only includes payments you\u2019ve actually received.<\/p>\n<h4>2. Net profit<\/h4>\n<p>This is what you keep after paying all your expenses\u2014including rent, payroll, supplies, and taxes. It tells you if your business is profitable or bleeding cash.<\/p>\n<p style=\"text-align: center;\">Net profit = Revenue \u2013 Total expenses<\/p>\n<p>Track this number monthly or quarterly. It\u2019s your financial bottom line.<\/p>\n<h4>3. Sales growth<\/h4>\n<p>This critical financial KPI shows how fast your sales are increasing (or not). Use it to track the impact of marketing changes, seasonal shifts, or sales hires.<\/p>\n<p style=\"text-align: center;\">((Current period sales \u2013 Previous period sales) \u00f7 Previous period sales) \u00d7 100<\/p>\n<p>Even small changes here can be meaningful. A dip might mean your strategy needs a tune-up.<\/p>\n<p>&nbsp;<\/p>\n<h3>How to calculate operational performance<\/h3>\n<h3>How to calculate payroll<\/h3>\n<h4>1. Figure out gross pay<\/h4>\n<p>This is your starting point. It\u2019s the full amount an employee earns before anything is taken out.<\/p>\n<ul>\n<li><strong>Hourly employees:<br \/>\n<\/strong>Hourly rate \u00d7 hours worked<\/li>\n<\/ul>\n<ul>\n<li><strong>Salaried employees:<br \/>\n<\/strong>Annual salary \u00f7 number of pay periods<\/li>\n<\/ul>\n<p>Don\u2019t forget to tack on extras like overtime, bonuses, or commissions\u2014those count toward gross earnings too.<\/p>\n<h4>2. Factor in deductions<\/h4>\n<p>Now subtract what\u2019s not staying in their paycheck.<\/p>\n<ul>\n<li><strong>Pre-tax deductions: <\/strong>Things like health insurance or retirement contributions come out <em>before<\/em> taxes.<\/li>\n<li><strong>Taxes: <\/strong>These include federal income tax, Social Security, Medicare, and any state or local taxes.<\/li>\n<li><strong>Post-tax deductions:<\/strong> Anything else\u2014like loan payments, union dues, or charitable giving\u2014comes out <em>after<\/em> taxes.<\/li>\n<\/ul>\n<h4>3. Calculate net pay<\/h4>\n<p>This is what your employees actually take home.<\/p>\n<p style=\"text-align: center;\">Net pay = Gross pay \u2013 (Pre-tax deductions + taxes + post-tax deductions)<\/p>\n<p>&nbsp;<\/p>\n<table class=\"blog-cta_box\">\n<tbody>\n<tr>\n<td>\n<div class=\"blog-cta_title\">\n<h3><b style=\"color: #ffffff;\">Turn financing into an asset.<\/b><\/h3>\n<\/div>\n<p>Tap into up to $600,000 in flexible financing\u2014approved and funded in as little as 4 hours.<\/p>\n<p><a style=\"display: inline-block; padding: 10px 20px; background-color: #ff5308; color: #ffffff!important; text-decoration: none; border-radius: 20px; transition: transform 0.2s ease-in-out;\" href=\"https:\/\/www.investopedia.com\/ask\/answers\/09\/accrual-accounting.asp\" target=\"_blank\" rel=\"nofollow noopener\">Get Started<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3>How to calculate overtime<\/h3>\n<p>When your team clocks more than 40 hours, you need to account for the added cost. Here\u2019s how to calculate overtime compensation:<\/p>\n<ol>\n<li><strong>Start with the regular rate:<\/strong> This is what the employee earns per hour.<\/li>\n<li><strong>Multiply by 1.5:<\/strong> This gives you the overtime rate\u2014known as &#8220;time and a half.&#8221;<\/li>\n<li><strong>Count overtime hours:<\/strong> Any hours worked beyond 40 in a week qualify.<\/li>\n<li><strong>Calculate the extra pay: <\/strong>Overtime pay = Overtime rate \u00d7 Overtime hours<\/li>\n<li><strong>Add to base wages:<\/strong> Combine regular pay and overtime to get the total weekly compensation.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h3>How to calculate use of assets<\/h3>\n<p>Your assets tell a powerful story\u2014if you know how to read the numbers. These three ratios show how well you\u2019re using what you have.<\/p>\n<h4>1. Return on Assets (ROA)<\/h4>\n<p>Shows how much profit you\u2019re generating for every dollar of assets.<\/p>\n<p style=\"text-align: center;\">ROA = Net income \u00f7 Average total assets<\/p>\n<h4>2. Fixed asset turnover<\/h4>\n<p>This tells you how effectively your fixed assets\u2014like machines or property\u2014generate revenue.<\/p>\n<p style=\"text-align: center;\">Fixed asset turnover = Net sales \u00f7 Average net fixed assets<\/p>\n<h4>3. Debt to asset ratio<\/h4>\n<p>This ratio reveals what portion of your assets is funded through debt.<\/p>\n<p style=\"text-align: center;\">Debt to asset ratio = Total liabilities \u00f7 Total assets<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr style=\"border: 1px solid black; padding: 10px;\">\n<td><strong>Discover how you can leverage financing for better business performance:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.credibly.com\/incredibly\/financing-tips\/\" target=\"_blank\" rel=\"noopener\" data-cke-saved-href=\"https:\/\/www.credibly.com\/incredibly\/financing-tips\/\">Seize new opportunities with these top 6 business loan tips<\/a><\/li>\n<li><a href=\"https:\/\/www.credibly.com\/incredibly\/alternative-financers-beat-banks-speed-and-simplicity\/\" target=\"_blank\" rel=\"noopener\" data-cke-saved-href=\"https:\/\/www.credibly.com\/incredibly\/alternative-financers-beat-banks-speed-and-simplicity\/\">How alternative financing simplifies business financing<\/a><\/li>\n<li><a href=\"https:\/\/www.credibly.com\/incredibly\/business-line-of-credit-vs-loan\/\" target=\"_blank\" rel=\"noopener\" data-cke-saved-href=\"https:\/\/www.credibly.com\/incredibly\/business-line-of-credit-vs-loan\/\">Business line of credit vs. loan: Which financing option is right for you?<\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3>How to calculate performance with customers<\/h3>\n<h4>1. Customer Lifetime Value (LTV)<\/h4>\n<p>LTV tells you how much revenue you can expect from a typical customer over the course of your relationship. Knowing this number helps you decide how much to spend on acquiring new customers\u2014or keeping the ones you already have.<\/p>\n<p style=\"text-align: center;\">LTV = Average purchase amount \u00d7 Average purchases per year \u00d7 Average customer lifespan (in years)<\/p>\n<h4>2. Retention and churn rates<\/h4>\n<p>Want to know if your customers are sticking around? These metrics will tell you.<\/p>\n<ul>\n<li><strong>Churn rate: <\/strong>Tracks how many customers you lose over a period.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">(Customers at start \u2013 Customers at end) \u00f7 Customers at start<\/p>\n<ul>\n<li><strong>Retention rate: <\/strong>The flip side\u2014what percentage of customers stayed.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">100 \u2013 Churn rate (%)<\/p>\n<p>If your churn rate is climbing, it\u2019s time to rethink your post-sale strategy.<\/p>\n<h4>3. Satisfaction scores<\/h4>\n<p>To gauge how your customers feel, sometimes the best move is to just ask.<\/p>\n<ul>\n<li><strong>CSAT (Customer Satisfaction Score): <\/strong>Ask customers to rate their experience from 1 to 5.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">(Number of 4 and 5 ratings \u00f7 Total number of responses) \u00d7 100<\/p>\n<ul>\n<li><strong>NPS (Net Promoter Score): <\/strong>Ask, \u201cHow likely are you to recommend us?\u201d on a scale from 0\u201310. Subtract the % of detractors (0\u20136) from the % of promoters (9\u201310).<\/li>\n<\/ul>\n<h4>4. Delivery performance<\/h4>\n<ul>\n<li><strong>On-time delivery rate: <\/strong>Delivering late can cost you loyalty\u2014and referrals.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">(Total deliveries \u2013 Late deliveries) \u00f7 Total deliveries \u00d7 100<\/p>\n<ul>\n<li><strong>Shipping accuracy: <\/strong>Getting it to the right place matters just as much as getting it there on time.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">(Total deliveries \u2013 Incorrect deliveries) \u00f7 Total deliveries \u00d7 100<\/p>\n<p>&nbsp;<\/p>\n<h3>How to calculate marketing performance<\/h3>\n<h4>1. Average monthly leads<\/h4>\n<p>Knowing how many leads come in every month helps you spot patterns\u2014and take action if the pipeline starts to dry up.<\/p>\n<p style=\"text-align: center;\">Total leads over a set time period \u00f7 Number of months in that period<\/p>\n<p>Choose a time period when demand is steady to get a clean average.<\/p>\n<h4>2. Lead conversion rate<\/h4>\n<p>This tells you how well your team turns interest into paying customers. It helps you forecast revenue and refine your sales process.<\/p>\n<p style=\"text-align: center;\">(Number of conversions \u00f7 Number of leads) \u00d7 100<\/p>\n<p>Example: If you talk to 100 leads and 15 convert, your rate is 15%.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"4\">How to choose the right financial KPIs for your business story and overall business metrics<\/h2>\n<p>The KPIs you decide to track will depend on your goals:<\/p>\n<ul>\n<li><strong>Want stronger profits?<\/strong> Watch your net margin, ROA, and cash flow.<\/li>\n<li><strong>Chasing growth?<\/strong> Track your lead volume, sales growth rate, and conversion rate.<\/li>\n<li><strong>Need more efficiency?<\/strong> Look at payroll, overtime, and asset use.<\/li>\n<\/ul>\n<p>Pick 2\u20133 KPIs per goal. That\u2019s it. Keep it lean. Keep it focused.<\/p>\n<h3 id=\"5\">How to use KPI data to guide action<\/h3>\n<p>Metrics are just numbers\u2014until you do something with them.<\/p>\n<ul>\n<li><strong>Spot problems early.<\/strong> Sales slowing down? Check conversion rates and lead sources.<\/li>\n<li><strong>Back your decisions.<\/strong> Thinking about hiring? Look at your cash flow and workload.<\/li>\n<li><strong>Stay on course.<\/strong> Got a target? Your KPIs tell you if you\u2019re getting closer\u2014or need to adjust.<\/li>\n<\/ul>\n<p>When your KPIs show it\u2019s time to move\u2014whether that\u2019s scaling, hiring, or retooling\u2014your financing should move just as fast.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Table of Contents What key small business metrics should you monitor? The difference between metrics and KPIs Build out your business story with these financial KPIs How to choose the right financial KPIs for your business story and overall business metrics How to use KPI data to guide action Keep your KPIs sharp\u2014and your funding [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":40531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"category":"Business Financing","industry":"Restaurant","heading-form":" <h3 id=\"7\" class=\"jf-scroll-padding\">Keep your KPIs sharp\u2014and your funding options sharper.<\/h3>","_content":"<p>Tracking the right numbers helps you make confident decisions.<\/p>\n<p>When you're ready to act, we make it easy to access up to $600,000 in fast, flexible financing.<\/p>\n<p>Get funded in as fast as 4 hours.<\/p>\n","title-form":"Speak with a financing expert today.","childcat":"Financing Options","enable-blog-faq-section":"","faq-blog-section-title":"","blog-faq":[],"blog-stats-enabled":"","blog-stats-heading":"","blog-stats-content":"","blog-stats-repeater":[],"footnotes":""},"categories":[1056,205,1059],"tags":[1032],"sub-category":[1057],"class_list":["post-40528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-financing","category-incredibly","category-small-business-basics","tag-blog","sub-category-small-business-loans"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Use these small business metrics to tell your story - Credibly<\/title>\n<meta name=\"description\" content=\"What key small business metrics should you monitor? 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