Financial Measures can be defined as quantitative indicators used to analyze the performance and financial position of a business. These measures are typically derived from the data contained in the company’s financial statements, such as income statements, balance sheets, or cash flow statements. Common financial measures include return on investment (ROI), earnings per share (EPS), gross profit margin, net profit margin, current ratio, debt-to-equity ratio, and liquidity ratios. Collectively, these measures give a business insight into its profitability, liquidity, and other areas that are vital for its success. By keeping track of financial measures, businesses can make informed decisions about how to allocate their resources and effectively manage the risks associated with their activities.