Which of the following is NOT listed as a core KPI for small business health?

• A. Net promoter score
• B. Customer acquisition cost
• C. Cash flow
• D. Revenue growth

Answer: (B)

Small business health is best judged by metrics that reveal cash availability, growth, and customer sentiment. A strong indicator of customer loyalty and potential for repeat business is the net promoter score, which reflects how likely customers are to recommend the business. Cash flow shows whether there’s enough money to cover day-to-day obligations and invest in opportunities, making it a fundamental measure of financial stability. Revenue growth tracks how effectively the business is expanding its sales over time, signaling the health of the top line.

Customer acquisition cost measures how much it costs to win a new customer. While this is important for marketing efficiency and long-term profitability, it is not a direct, standalone gauge of overall business health. It reflects marketing spend rather than the business’s ability to generate sustainable profits and cash flow. So, the metric that doesn’t fit as a core KPI for small business health is the customer acquisition cost.