Six Metrics To Track Business Growth

Business owner working on finances


Every business has its own unique factors that contribute to its success and indicate the overall health of the organization. These factors can range from sales growth and lead volume to customer retention and recurring monthly revenue. Outlined below are six of the most commonly used performance metrics that business owners rely on to track their progress. 

Take a moment to explore which of these metrics could be relevant to your business, and then consider how you can strengthen them to drive your business forward. 

1. Gross Margin

Gross margin measures the difference between the cost of a product and its selling price. If your business doesn’t deal in physical products, you can likely skip this metric.

To improve your gross margin, consider the following:

  • Increasing your prices
  • Finding more affordable materials or components for your products without compromising on quality
  • Discussing pricing with your suppliers, especially if you have a long-standing relationship with any of them
  • Identifying areas of excess waste and finding ways to minimize it
  • Encouraging recycling and reusing of waste materials, and motivating your employees to do the same

2. Average Revenue per Customer

Increasing your ability to cross-sell products and services to your customers can significantly increase the amount of profit per customer.

To increase the average revenue per customer, you could:

  • Analyze your sales data to understand what your customers are buying and offer complementary trials of your products and services
  • Implement up-selling and cross-selling strategies to deepen the relationship with your existing customers
  • Bundle products and services together to provide more value to your customers
  • Focus on your top customers and develop personalized plans to maximize their potential

3. Revenue Growth

A steady and predictable revenue growth is a strong indication of a healthy and thriving company.

To grow your revenue, you could:

  • Utilize CRM (Customer Relationship Management) software to identify potential buyers and set up lead generation opportunities through relevant and engaging content
  • Develop new products or services for your existing customers
  • Create a targeted marketing plan to reach and sell to new markets
  • Explore new distribution channels, such as third-party selling platforms or develop ecommerce opportunities on your website
  • Consider franchising as an option if there is high demand for your product or service

4. Revenue per Employee

The productivity and profitability of each employee can be affected by a range of factors, such as the average revenue generated by each customer, the efficiency of systems and processes, and the integration of automation. This metric is especially useful for businesses that charge per hour.  

To increase revenue per employee, you could:

  • Provide your staff with the necessary equipment and training to perform their jobs effectively
  • Set goals for your employees and help them develop sales plans
  • Ensure transparency in sales data, so all everyone understand which channels are performing the best

5. Net Profit Percentage

The net profit percentage reflects the overall effectiveness of your business operations.

To boost your net profit percentage, you could:

  • Lower overhead costs by finding better deals on utilities, internet, and phone services
  • Evaluate your equipment needs and consider leasing instead of outright purchasing
  • Outsource administrative tasks, such as payroll, to companies that charge a monthly fee
  • Promptly collect payments owed to you, ensuring that your cash inflow exceeds your outflow

6. Net Promotor Score 

Tracking customer satisfaction through feedback and ratings can provide valuable insights into areas for improvement and potential advocacy.

Consider the following strategies:

  • Analyze the market to identify trends and anticipate customer needs
  • Keep track of customer complaints and resolve them satisfactorily
  • Utilize social media to engage with customers and measure their satisfaction levels
  • Send out annual or bi-annual customer satisfaction surveys via email


By tracking and improving these six metrics, you can enhance your gross margin, increase the value of each sale, drive revenue growth, boost employee productivity, improve your net profit percentage, and create happier customers.

Select the metrics that are most relevant to your business and set up monthly reporting to track their progress. If any of the metrics are not showing improvement, take action before the situation worsens.

Implement the strategies that align with your business to enhance each metric. The stronger and higher these metrics can be, the more robust your business will become.

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