Analytics: Revenue, Client Profitability, Utilisation, Invoice Aging

Why agency reporting rarely changes anything

Agencies are not short of numbers. They are short of numbers that arrive in time to matter. Revenue lives in the accounting tool, delivery lives in the project tool, hours live in a timer, and the client list lives in a CRM. Joining them means an export, a spreadsheet, and an afternoon — so it happens quarterly at best, which is far too slow to catch a client quietly going unprofitable. We covered the symptom in how to tell if your agency is running well.

What gets reported instead is activity: tasks completed, projects touched, messages sent. It looks like progress and answers nothing. Nobody has ever made a hiring decision from a task-completion chart.

The specific things that get missed are always the same three. A client whose margin has drifted to nothing because the scope grew and the fee did not. A team member at 130 percent utilisation two months before they quit. And an invoice that quietly passed ninety days while everyone assumed someone else was chasing it.

What Arpixa Analytics is

Arpixa Analytics reports on the workspace that already holds your data. Because projects, invoices, clients, team members, and time entries live in one place, there is nothing to join, export, or reconcile. The dashboard is titled Agency Intelligence, and the subtitle is accurate: these are real-time performance and financial metrics, not a nightly snapshot.

Everything is scoped by a date range, chosen from one week, one month, three months, six months, one year, all time, or a custom start and end date. Charts adapt to the range, plotting daily buckets for short windows and monthly for longer ones, so a one-week view is not a single flat bar.

What you can do with analytics

What each tab tells you

Overview is the position. Four cards carry Total Revenue, Outstanding, Active Projects, and Conversion Rate. Below them, a revenue trend area chart, a pipeline status breakdown, an At Risk Revenue panel listing your top five unpaid invoices under a “Sent & Overdue” label, and a work distribution donut showing how projects are spread across pipeline stages. If there is nothing overdue, the panel says so rather than showing an empty chart.

Revenue is the trend over time, with revenue and expenses plotted together, plus a monthly project completion rate so you can see whether throughput is holding as revenue moves.

Clients is the profitability view: per client, revenue, cost, profit, and margin percentage, ranked by profit and limited to the top ten, alongside pipeline stage counts across Lead, Contacted, Meeting, Proposal, and Closed Won.

Team is utilisation. Tracked hours per person against capacity for the period, as a percentage, split into billable and non-billable, sorted so the most loaded person is first, with a team average. This is the tab you open before deciding whether the answer to a new project is yes.

Invoices is aging. Outstanding invoices are grouped into 0-30, 31-60, 61-90, and 90+ days from their issue date, each bucket with a count and an outstanding total. Cash collection problems are visible as a shape rather than as a feeling.

How the numbers are calculated

Being explicit about the arithmetic matters, because a metric you cannot explain is a metric nobody acts on.

• Total revenue is the sum of amounts actually paid across projects in the range, not amounts invoiced.
• Outstanding is the fee minus the amount paid, across non-archived projects.
• Active projects counts projects at the In Progress stage.
• Conversion rate is won leads over total leads, where a lead counts as won if it reached Closed Won or has a project that has actually started.
• Client profit is that client's paid revenue minus the cost of the people assigned to their projects; margin is profit over revenue.
• Utilisation is tracked hours over capacity, where capacity is the number of weeks in the range times 40 hours.
• Invoice aging buckets outstanding amounts by days since the issue date, over invoices that are sent or overdue.
• Completion rate is completed projects over total projects, per month.

Two honest caveats. The 40-hour week in the utilisation calculation is a fixed assumption rather than a per-person setting, so read it as a comparative signal across your team rather than an absolute. And revenue here is money received, which is the right number for cash but not the same as billings.

Export is available from the Starter plan up, in three formats: a landscape A4 PDF of the current tab named with the tab and date, an Excel file with the chart images embedded alongside the data, and a plain CSV.

How it connects to the rest of Arpixa

• Revenue, outstanding, and aging come from Invoices and Payments.
• Completion rate, work distribution, and per-client cost come from Projects.
• Pipeline and conversion come from stages on your client records.
• Utilisation comes from time entries logged by team members.
• Whether someone can see Analytics at all, and money figures anywhere in the workspace, is a role permission.
• For day-to-day capacity rather than retrospective reporting, use the Resource Planner in Ops Hub.

Arpixa has a real Free plan (not a trial), with Starter at $12/month, Pro at $29/month, and Advanced at $89/month. Free includes the Overview tab only with no export; Starter, Pro, and Advanced unlock all five tabs and PDF, Excel, and CSV export. Annual billing lowers the effective monthly cost, and the pricing page is the source of truth for current plan limits.

How to read your numbers

1. Open Analytics and start on Overview to read revenue, outstanding, active projects, and conversion rate.
2. Set the date range to the period you actually want to judge, or enter a custom window.
3. Check the Clients tab for per-client profit and margin, and act on the accounts at the bottom.
4. Check the Invoices tab for aging, and chase whatever has crossed 60 days.
5. Check the Team tab for utilisation, billable against non-billable, before hiring or reassigning.
6. Export the tab as PDF, Excel, or CSV when you need it outside the workspace.

Related reading: how to track agency performance and building an agency analytics dashboard.

Frequently asked questions