Billable Hours

Billable hours are the hours your team spends working directly on client projects that can be invoiced to clients. These contrast with non-billable hours spent on internal work like business development, team meetings, training, administrative tasks, or bench time between projects. Accurate tracking of billable hours is fundamental to agency operations because it determines what you can invoice clients, informs project profitability analysis, helps with capacity planning, and provides data for pricing decisions. The concept of billable hours is central to time-based billing models, where clients pay based on hours worked rather than fixed project fees. Even agencies that use fixed-price billing need to track billable hours to understand project costs and profitability. Without accurate time tracking, you can't know if projects are profitable, if your pricing is adequate, or if you're capturing all billable work. Tracking billable hours requires clear policies about what counts as billable versus non-billable. Generally, billable hours include direct client work like design, development, writing, strategy, project management (if billable), client meetings, and revisions within scope. Non-billable hours include internal meetings, business development, training, administrative tasks, and work outside project scope. Some activities fall in gray areas—like project management or account management—and agencies differ on whether these are billable. Accurate time tracking is essential but challenging. Team members need to track time consistently, in real-time or close to it (not reconstructing hours days later), and with enough detail to understand what work was performed. Many agencies use time tracking software that makes this easier, but the bigger challenge is cultural—getting team members to track time as they work rather than seeing it as an administrative burden. Billable hour data drives multiple business functions. It determines invoice amounts for time-based billing. It informs project profitability analysis when compared to project revenue. It helps with capacity planning by showing utilization rates. It provides data for pricing decisions by revealing how long work actually takes. And it helps with project management by showing where time is being spent and identifying efficiency opportunities. Many agencies struggle with billable hour tracking. Team members may see it as micromanagement or administrative overhead. They may forget to track time or reconstruct it inaccurately later. They may not understand what counts as billable versus non-billable. Or they may intentionally under-report hours to avoid appearing slow. But without accurate data, agencies can't make informed decisions about pricing, profitability, or resource allocation. Common mistakes include not tracking time at all (losing billable revenue and cost data), tracking time inaccurately (reconstructing hours instead of tracking in real-time), not having clear policies about billable vs. non-billable (creating inconsistency and confusion), and not using time data effectively (collecting it but not analyzing it for insights). The most successful agencies make time tracking easy and valuable, showing team members how the data helps the business and them individually.