We have longed encouraged Internet startup entrepreneurs to create a set of metrics right at the start. This way you can track the health and growth of your company. In this indepth article, David Skok gives a really clear set of examples as to what metrics are imperative if you are a new startup The basic premise is that if you are interested in profits (and who isn't), then layer by layer, you look at the components of profits, what makes up profits, etc. Eventually you can see precisely what you are tracking and why. This article needs to be read slowly, and digested as it is almost like a seminar.