If you run a small business and you have ever stared at a spreadsheet wondering which numbers actually matter — this is for you.
This tracker is built around the fifteen KPIs in our guide, Small Business KPIs: 12 Metrics Every Owner Should Track. You type in the raw numbers once a month. It does the rest of the maths.
What is inside the file
- Monthly Inputs — one row per month. Fill 13 raw figures (revenue, COGS, operating expenses, cash balance, burn, marketing spend, customers, orders, receivables, headcount) and the twelve KPI columns calculate themselves.
- KPI Dashboard — set a target against each KPI and see “on track” or “behind” straight away.
- Start here — every formula written out in plain English, so you can check the working rather than trust it.
The fifteen KPIs it tracks
Revenue growth rate · gross profit margin · net profit margin · operating cash flow · cash runway · customer acquisition cost (CAC) · customer lifetime value (CLV) · customer retention rate · conversion rate · average order value · days sales outstanding (DSO) · revenue per employee · monthly recurring revenue · monthly churn rate · email list growth rate.
Download the tracker
⬇ Download the free KPI tracker (.xlsx)
No email required, no sign-up, no upsell. It is a spreadsheet that does arithmetic.
How to use it
- Download the file and open it in Excel, Google Sheets or LibreOffice.
- Go to the Monthly Inputs tab and fill one row per month. Leave the columns to the right of “Employees” alone — they are formulas.
- Read across to the twelve KPI columns.
- Copy your latest values onto the KPI Dashboard tab and compare them with your targets.
- Review it once a month. Anything heading the wrong way for two months running is what to fix next.
Notes before you rely on it
Two things worth knowing. First, the very first month has no growth figure, because growth needs a previous month to compare against. Second, the CLV formula here is the simple conservative one: average revenue per customer divided by (1 − retention rate). It is meant for comparing month over month, not as a valuation of your business.
If you do not track website visitors, leave that column blank. Every other KPI still works.
Published by Neeraj Bhakta. If you spot an error in the formulas, tell me and I will fix it.