What KPIs should a digital agency owner track?
Watch monthly recurring revenue, active clients and churn, money collected versus invoiced, profit per client, on-time delivery, approvals pending, team utilisation and conditions, and lead-to-client conversion. Review weekly and monthly. PalmGro Flow's agency dashboard shows most of these on one screen.
Money KPIs
- MRR: total monthly retainer value.
- Collections: money received versus invoiced this month.
- Receivables over 30 days.
- Profit per client and overall margin.
Client KPIs
- Active clients and new clients this month.
- Churn: clients lost this month.
- Average client lifetime.
- Client health: green, amber, red. See client health.
Delivery KPIs
- On-time delivery percentage.
- Approvals pending and average approval time.
- Revisions per deliverable.
- Open requests and time to close.
Team KPIs
- Utilisation: billable hours versus available hours.
- Daily report rate and conditions against target.
- Attendance and late marks.
Sales KPIs
- New leads by source.
- Conversion rate from lead to client.
- Proposals sent and won value.
How often
Weekly: collections, approvals pending, overdue tasks, new leads. Monthly: the full list. Quarterly: profit per client and pricing.
How PalmGro Flow helps
PalmGro Flow's agency dashboard and growth view show revenue, clients, projects, approvals waiting on clients, payments to collect, team conditions and new leads by month. Most KPIs come from work the team already logs, so no separate spreadsheet is needed. See also agency growth tracking.
Questions people ask
What is the single most important agency KPI?
Monthly recurring revenue collected. It shows both growth and financial health.
What is a good utilisation rate for an agency?
Many agencies aim for around 70 to 80 percent billable time.
How do I track client churn?
Count clients who ended their retainer each month and divide by clients at the start of the month.
PalmGro Flow brings your team, clients, tasks, attendance and money into one place, on phone and computer. Try it free, no card needed.Set it up for your team in minutes.