A CEO report is a tool for creating alignment, providing direction and supporting decision-making. When structured effectively, it can become a powerful tool in discussions with the board and management team. But for the report to be valuable, it needs to be based on relevant KPIs that reflect the company’s performance, identify risks and create an understanding of where action is needed. In this article, we review which KPIs should be included in every CEO report – and why they play a central role in managing the business.
1. Revenue and profit – the foundation of everything
No report is complete without an overview of the company’s revenue and profit. These KPIs show how the business is developing over time, how you are performing against targets and budget – and are often the first figures the board looks at.
Common KPIs:
• Revenue (monthly, year-to-date, compared with budget/previous year)
• Operating profit (EBIT)
• Profit after net financial items
By consistently showing actual results, comparison figures and any variances, you create a clear picture of the current position.
2. Margins – efficiency in the business model
Growing revenue does not tell the whole story – profitability is just as important. That is why it is essential to include margin KPIs that show how much of each unit of revenue remains after costs.
Examples of margin KPIs:
• Gross margin
• Operating margin
• Net margin
Margins are particularly important to monitor over time and against industry benchmarks. They indicate how well the business is performing and whether costs are under control.
3. Cash flow – shows what is actually available
A positive profit does not automatically mean there is enough cash available. That is why every CEO report should include one or more cash flow KPIs. These show whether the business is generating cash in practice, or whether capital is tied up in areas such as inventory or trade receivables.
Some important measures:
• Cash flow from operating activities
• Change in working capital
• Cash and cash equivalents
Cash flow gives management the opportunity to act proactively, for example by adjusting payment flows or reviewing the pace of investment.
4. Growth and customer value – forward-looking KPIs
A CEO report should not only present the current position – it should also show where the company is heading. That is why it is important to include KPIs that reflect growth, customer behaviour and future potential.
Here are a few examples:
• Revenue growth (percentage)
• Number of new customers
• Customer acquisition cost (CAC)
• Average revenue per customer
• Customer lifetime value (CLV)
These KPIs are particularly valuable for companies with recurring revenue or highly dynamic markets.
5. Variances against budget and forecast – creating focus
One of the most powerful tools in a CEO report is showing where performance differs from your own targets and budget. Highlighting both positive and negative variances creates a basis for analysis, prioritisation and action.
KPIs to monitor:
• Variance in revenue and profit (percentage and amount)
• Variance in cost categories (e.g. staff costs, marketing)
• Variance in KPIs compared with the previous month or period
The report should not only present the figures, but also briefly explain why the variance occurred and what is being done about it.
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How to build a CEO report that creates value
KPIs are at the core – but presentation also matters. For your report to be used, read and understood, it should:
• Be visual: use charts and colour-coded variances
• Be consistent: the same structure each month makes it easy to follow
• Be insight-driven: complement figures with brief comments
• Be relevant: focus on what actually requires attention
Simplify your reporting with Oxceed
In Oxceed, you can build CEO reports with automatically updated KPIs, a clear layout and the option to share them with management and the board. You avoid manual compilation – giving you more time to interpret the figures and take action.
Book a demo today and see how it works.
