AGI

Adjusted gross income. Revenue net of pass-through costs. Gross billings minus pass-through costs such as media buys and other expenses rebilled to clients.

Run the agency on AGI rather than on gross billings. Pass-through dollars inflate the top line and earn nothing; AGI is the income your own work actually produced, and every other benchmark on this board is expressed against it. It sits on this board with no ratified level to read it against: no goal set yet.

earned income, over trailing 12 months (Jul 1, 2025 to Jul 1, 2026): from $1.30M to $1.40M (+$100k). The level itself has no driver breakdown; what decomposes exactly is this change.

The two effects add to the change exactly, because earned income IS billings minus pass-through and nothing else. Read against Jul 1, 2024 to Jul 1, 2025, so both periods are the same length and neither is a partial one. Earned income is gross billings across every line type minus what was passed straight through to suppliers. The two effects below are that subtraction taken apart, and they add to the change exactly. The account list is the billings half only. A rebilled supplier cost moving is a different fact from an account spending more with the firm, and one list holding both would read as a single story. 2 smaller account movements are folded into the unnamed remainder so the parts still add to the whole.

Earned income moves for exactly two reasons and they are worth keeping apart. Either the work sold changed, or the share of billings passed straight through to suppliers changed. The second is the trap: a period where media spend rises lifts the top line and leaves earned income flat or lower, and read from billings alone that looks like growth. On this workspace it is the first half. Against the period before it, what was billed changed by +$150k against -$50k from the pass-through side, so the movement is about the work sold. The accounts behind it are named in the section above.

Gross billings reads $2.00M, with no ratified level behind it: no goal set yet. Read that figure and this one together before drawing anything from either. If billings moved and earned income did not, the movement was pass-through volume and the firm is no better off.

This is the one comparison that costs nothing and changes what the number means. It is also already half answered above: the accounts that moved are Ridgeline Financial Group, Practica Health and Copperline Logistics. Read the pair of figures first and the account list second, because the pair decides whether there is anything to chase and the list decides who to call.

This closes no measured driver above, and does not claim to.

Set an annual income goal and hold this tile to it. The direction over the last period is known, $1.30M to $1.40M, and it is the one thing a goal would turn into a verdict. Without one this can only be read against its own history, which gives you the direction and never whether the direction is good enough.

Every other level on this board is read against a ratified band and this one is not, because no goal is stored anywhere in the product yet. That is a real gap rather than a styling choice, and it has a consequence worth stating: with no goal there is no gap, so this tile can say what MOVED the level and still cannot say what would close a gap, because there is none to close. Setting the goal is what turns a scoreboard into a lever, and it is a decision rather than a feature.

This closes no measured driver above, and does not claim to.

Earned income pays for the team, the overhead, and whatever is left as profit, so a drift here does not stay here. It surfaces next as income per person sliding while headcount holds, then as the profit share thinning, and by that point it reads as a cost problem and gets answered with cost cuts aimed at the wrong half. The specific failure this metric guards against is quieter than a decline: a year where billings grow, everybody feels busy, and the income behind the activity was flat the whole way through.