Agency dashboard: the metrics that deserve attention

A useful dashboard helps answer what needs attention today. Do not begin with every possible metric.

Track new leads and open deals so follow-up work does not disappear between meetings.

Highlight overdue tasks, approaching project deadlines and client change requests that need a response.

Client revenue entries show recorded income, not net profit. Profit requires reliable cost information, and currencies should not be added together without conversion.

Use a short weekly review to assign owners and next actions. Numbers without a follow-up decision rarely change outcomes.

Pultify brings together agency activity, deadlines, projects needing attention, manually recorded time and client revenue. It does not claim to calculate profit automatically.

Start with open deals requiring follow-up, overdue delivery tasks, upcoming milestones, pending client decisions, time logged and revenue recorded per client. Each number should have an owner and a possible action. If a metric cannot change a decision, it probably does not belong on the first screen.

Avoid mixing weekly activity with lifetime totals without clearly labeling the period.

First review opportunities that have no next step. Then check projects with overdue work or blocked approvals. Next inspect time entries that look incomplete. Finally look at revenue by client to spot concentration, while remembering that revenue alone does not measure profitability.

End with three assigned actions, not an exported chart nobody will revisit.

A client with high recorded revenue may still consume substantial delivery capacity. Compare revenue and logged time as separate signals; do not claim an accurate margin unless payroll, contractors, overhead and other costs are represented.

Keep USD and UYU separate unless a deliberate exchange-rate method is applied. Likewise, missing time entries can make a project appear more efficient than it is.

If overdue tasks increase, inspect workload and dependencies before blaming an individual. If approvals stall, verify that the client knows what decision is requested. If one client dominates revenue, consider concentration risk rather than assuming growth is healthy.

Pultify can surface recorded operational information, but interpreting it and choosing corrective action remains the agency’s responsibility.