Agency metrics dashboard: 25 KPIs
What to Put on Your Dashboard and How to Calculate It
The 25 KPIs for an agency dashboard across revenue, clients, delivery, team and sales, each with the formula to calculate it. Free, no sign-up to view.
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The 25 KPIs and how to calculate them
Each KPI shows its formula or definition. Tick the ones you already track; the unticked ones are the gaps in your dashboard.
Sum of retainer and subscription revenue billed each month. Also track it as a share of total revenue.
(This period revenue - same period last year) / same period last year x 100.
(Revenue - delivery costs) / revenue x 100. Delivery costs include billable staff and freelancers.
Net profit / revenue x 100, after all expenses.
Trailing 12-month revenue / average headcount.
(Clients at end of period - new clients won) / clients at start x 100.
% of promoters (9-10) - % of detractors (0-6) on the 0-10 recommend question.
Average monthly revenue per client x average lifespan in months x gross margin %. Aim for at least 3x what it cost to win the client, the LTV to CAC ratio David Skok's SaaS Metrics 2.0 sets for healthy subscription businesses.
Largest client revenue / total revenue x 100. Also track the top three combined.
Added revenue from existing clients in the period / their revenue at the start x 100.
(Project revenue - labor at cost - direct costs) / project revenue x 100.
Deliverables shipped by the agreed date / all deliverables due x 100.
(Actual hours - estimated hours) / estimated hours x 100, for unbilled work.
Actual days / estimated days for each completed project, averaged.
Total revision rounds / completed projects. Compare with the rounds included in scope.
Billable hours / available hours x 100, per person and for the team.
Average score from a short recurring team survey, such as a monthly pulse.
Leavers in the year / average headcount x 100.
Logged training hours in the year / headcount.
Contractor hours (or cost) / employee hours (or cost) for delivery work.
Value of open opportunities / revenue target for the period.
New clients won / qualified leads x 100, tracked by lead source.
Total value of deals won / number of deals won.
Average days from first contact to signed contract.
Sales and marketing spend / new clients won in the same period.
Related guides and tools
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