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Advertising and media
Monthly agency KPI scorecard
| KPI | How to calculate | Warning sign |
|---|---|---|
| Utilization | Billable hours ÷ available working hours | Falls three months in a row |
| Gross margin per client | (Client revenue − direct cost) ÷ client revenue | The same client stays at the bottom for three months |
| Revenue per employee | Last 12 months' revenue ÷ average full-time equivalent staff | Drops as headcount grows |
| Client concentration | Share of revenue from the largest client and the top three | One client is above the ceiling you set |
| Client retention | Clients still active at year end ÷ clients at year start | Several clients leave for the same reason |
| Pipeline and win rate | Probability-weighted deal value; proposals won ÷ submitted | Weighted pipeline can't cover the next quarter |
| Overdue receivables | Amount past the due date and number of days overdue | Overdue balance grows week after week |
| KPI | How to calculate | Warning sign |
|---|---|---|
| Utilization | Billable hours ÷ available working hours | Falls three months in a row |
| Gross margin per client | (Client revenue − direct cost) ÷ client revenue | The same client stays at the bottom for three months |
| Revenue per employee | Last 12 months' revenue ÷ average full-time equivalent staff | Drops as headcount grows |
| Client concentration | Share of revenue from the largest client and the top three | One client is above the ceiling you set |
| Client retention | Clients still active at year end ÷ clients at year start | Several clients leave for the same reason |
| Pipeline and win rate | Probability-weighted deal value; proposals won ÷ submitted | Weighted pipeline can't cover the next quarter |
| Overdue receivables | Amount past the due date and number of days overdue | Overdue balance grows week after week |