10 KPIs Every CFO Should Track (But Most Don’t)

Many CFOs remain focused on core metrics such as the P&L, burn rate, and runway. While these are essential, they can overlook key signals that influence future growth and operational clarity. At unreconciled, we believe finance should act as a strategic partner to the business by equipping CFOs with the tools they need to lead effectively. These 10 KPIs provide a strong foundation for making that shift.

1. Net Revenue Retention (NRR)

NRR shows how much revenue is retained from existing customers after upgrades, downgrades, and churn. It is one of the clearest indicators of long-term customer value and business resilience. A high NRR means your company is growing from within, not just through new sales.

2. CAC vs. LTV

This compares Customer Acquisition Cost with Customer Lifetime Value. When tracked together, they reveal whether your marketing and sales spend is efficient and sustainable. A strong ratio signals healthy unit economics and scalable growth.

3. Recurring vs. One-Time Revenue Percentage

This metric shows the share of your income that comes from recurring sources compared to one-off engagements. Recurring revenue adds predictability, improves cash flow planning, and boosts company valuation. Understanding this split is key to long-term strategy.

4. Revenue Per Employee

Revenue per employee helps assess how efficiently your team is contributing to income generation. It is especially useful in service-based or scaling businesses to track productivity and ensure that headcount is aligned with growth.

5. Contribution Margin per Product or Service

This measures how much profit each offering contributes after direct costs are deducted. It goes deeper than gross margin and helps clarify which products or services are truly driving profitability. This is critical for pricing, bundling, and product development decisions.

6. Monthly Active Clients

Unlike total client count, this metric tracks how many clients are actively engaged in a given period. It provides insight into client retention and satisfaction, highlights upsell opportunities, and flags potential churn before it becomes an issue.

7. Customer Profitability by Segment

This KPI reveals which customer groups or industries are delivering the most profit, not just the most revenue. It enables smarter sales targeting and resource allocation. Despite its strategic value, it is often overlooked in favour of volume-driven metrics.

8. Operating Cash Flow Margin

This shows the percentage of revenue that is converted into operating cash. It removes the impact of non-cash accounting adjustments and focuses on real cash generation, making it an essential indicator of financial health and sustainability.

9. Cash Conversion Cycle

This metric tracks how quickly your business turns inputs such as inventory and receivables into cash. A shorter cycle means stronger liquidity and less reliance on external funding. It is especially useful for operational planning in growth phases.

10. Percentage of Spend Under Finance Oversight

This tracks how much company expenditure is reviewed or influenced by the finance team. A high percentage indicates strong financial controls and strategic alignment. If too low, it may point to missed opportunities for savings or inefficiencies.

At unreconciled, we become part of your team. We focus on the metrics that matter, automate what doesn’t, and support decision-making with insight, not just data.

Because finance should not just keep score. It should lead.