Financial Analytics & Reports

ClientFlow's financial analytics give you a clear, data-driven view of your business performance. From monthly income and expenses to an estimated lifetime value for each client, these tools help you see how your business is doing and where to look next. Everything here is calculated from the records you keep in ClientFlow.

Dashboard Overview

The financial analytics dashboard (Dashboard → Financials) shows how your business is doing at a glance. It is available on Starter and above to the account owner and admins; the P&L Statement and Cash Flow pages need Pro.

Key Metrics Cards

The top of the dashboard shows four key metrics for the period you have selected:

• Total Income — Payments received in the period
• Total Expenses — Expenses recorded in the period (plus the cost of goods sold, if you track product costs)
• Net Profit — Income minus expenses (your bottom line)
• Gross Margin — Revenue minus the cost of goods sold, as a percentage of revenue

Each card shows the current value and a small trend line. Income, expenses and net profit also show the percentage change from the previous period. Green arrows indicate improvement; red arrows indicate decline.

Date Range Selection

Use the controls at the top of the Financials page to choose what the numbers cover:

• Period buttons — M (month), Q (quarter), Y (year) and YTD (year to date)
• Previous and next arrows — Step back to earlier months, quarters or years; you cannot go past the current period
• Compare button — Opens a comparison with the previous month, quarter or year
• Refresh and Export — Reload the numbers, or download a financial report as CSV or PDF

Revenue Tracking

Track where your money comes from.

Revenue by Client

Identify your most active clients. Analytics → Performance (Starter and above) lists the clients with the most appointments, along with their tasks, revenue and attendance. The Customer Lifetime Value card on your main Dashboard ranks clients by estimated annual value (see CLV Analysis below).

Revenue Trends

The Income vs Expenses chart on the overview shows the last 12 months, month by month: income, expenses and net profit. Click a bar to jump to your Payments or Expenses list. Switch on vs Last Year to overlay the previous year and spot seasonal patterns.

Payment Method Breakdown

The Income by Payment Method card splits the period's income by the method recorded on each payment: cash, bank transfer, card, online or other. ClientFlow records how your clients paid; it does not process payments.

MRR & Churn Metrics

For businesses with recurring clients (personal trainers, therapists, tutors), two measures help you judge how stable your income is.

Monthly Recurring Revenue (MRR)

MRR is the total of the Monthly Fee you have set on your active clients, in your main currency (clients billed in another currency are left out). It is the amount you expect each month, not the amount collected. On Pro and above you can add MRR to a report in Custom Reports (see below); there is no separate MRR dashboard.

Churn and Churn Risk

On Analytics → Growth (Starter and above), a client counts as churned when you mark them inactive. The page shows new clients, churned clients, your retention rate and a cohort retention table.

The Customer Lifetime Value card on your main Dashboard also gives each client a churn risk label, based on the days since their last payment:

Risk Level	Days Since Last Payment	Suggested Action
Low	30 days or fewer	No action needed — recently active client
Medium	31-90 days	Send a check-in message
High	More than 90 days	Reach out personally — call or message the client

P&L Statement

The Profit and Loss statement (Financials → P&L Statement, Pro and above) gives a formal view of your business's financial performance over the selected period. Click Show Comparison to see the previous period alongside, and use the waterfall chart to see how revenue becomes net profit.

Revenue Section

• Revenue — Payments received in the period, which you can expand by payment category
• Product Sales — Income from inventory product sales, listed under Revenue when you have any

Expense Section

• Cost of Goods Sold (COGS) — Direct cost of the products you sold
• Operating Expenses — Your recorded expenses for the period, which you can expand by expense category

Bottom Line

• Gross Profit — Revenue minus COGS, shown with its margin percentage
• Net Profit — Gross Profit minus Operating Expenses, shown with its margin percentage
• Tax Position — When you have recorded tax, the tax collected, deductible tax and Net Profit After Tax appear below the Net Profit line

Forecasts

ClientFlow uses your history to project future figures. A forecast is an estimate drawn from past records, not a promise.

Revenue Forecast

On Analytics → Forecast (Pro and above), ClientFlow projects how much you are likely to collect over the next 3, 6 or 12 months. It starts from the Monthly Fee on your active clients and adjusts it using your past collection rate, seasonal patterns and trend. For each month you see a base forecast with an optimistic and a pessimistic case, plus a confidence label (high, medium or low).

Expense Forecast

The expense forecast projects your spending from the trend in your past expenses and shows a confidence range. It needs at least 3 months of expense history and appears with the charts in the Expenses section.

Cash Flow Projection

Financials → Cash Flow (Pro and above) shows your cash in, cash out and cumulative cash position month by month. Once you have at least 3 months of history, it adds a 3-month projection and warns you if your cash position is projected to go negative.

Custom Reports

Build and save your own reports from a list of ready-made metrics. Custom Reports is a Pro feature.

Report Builder

Go to Analytics → Reports and click Create Report:

1. Select the metrics to include (revenue, clients, appointments, payments, expenses, tasks and financial metrics are available)
2. Set the date range: the last 30 or 90 days, the last 6 or 12 months, or a custom range
3. Choose the visualization (table, bar chart, line chart or pie chart)
4. Choose whether to group the results by month or leave them ungrouped
5. Preview the report
6. Name the report and save it for future access

You can keep up to 20 saved reports. A saved report can be run again, duplicated, and exported as CSV or PDF.

CLV Analysis

Customer Lifetime Value (CLV) estimates what each client is worth over a year, based on how they have paid so far. It is an estimate drawn from your own payment records, not a promise.

How CLV Is Calculated

ClientFlow calculates CLV using this formula:

CLV = Average Order Value x Purchase Frequency x 12 x Churn Discount

Where:

• Average Order Value — The client's total paid divided by the number of payments
• Purchase Frequency — Payments per month since the client's first payment
• 12 — Annualization factor
• Churn Discount — 1.0 for a low churn risk, 0.7 for medium and 0.3 for high (see Churn and Churn Risk above)

Using CLV Data

The Customer Lifetime Value card on your main Dashboard shows:

• Avg CLV — The average estimated annual value per client
• High Value — Clients at or above 1.5 times the average
• At Risk — Clients at high churn risk, with no payment in more than 90 days
• Top Customers by CLV — Your highest-value clients, each with a risk label and an annual value
• At-Risk Customers — Clients who may need re-engagement, with the days since their last payment

Use it to focus your retention effort on the clients who matter most, and to spot clients who are drifting away.