Gross Margin vs Net Margin: Which One Tells the Truth?

Gross margin tells you whether the job was priced correctly. Net margin tells you whether the business works. They are both useful — but they answer different questions. Confusing them is how you run a 'profitable' business that cannot pay its rent.

Last updated 2026-09-17.

The definitions

GMGross Margin

(Revenue − Direct Cost) / Revenue × 100

Measures: Was this specific project priced correctly?

Ignores: Rent, software, insurance, admin time, your salary.

NMNet Margin

(Revenue − Direct Cost − Overheads) / Revenue × 100

Measures: Does the business make money after all costs?

Includes: Rent, software, insurance, admin time, your salary.

Why gross margin flatters

Gross margin only subtracts direct costs — the things you would not have spent if this project didn't exist. It ignores the costs of being in business.

Gross vs Net margin comparison
ProjectRevenueDirect costGross marginOverheadsNet margin
Pure design (100h × £100)10,0000100%2,50075%
Design + £3k stock13,0003,00076.9%2,50061.5%
Dev + £8k subcontractor18,0008,00055.6%2,50041.7%
Agency: £20k media pass-through30,00020,00033.3%5,00016.7%

Same overheads (£2,500–5,000), wildly different gross margins. Net margin tells the real story: the agency project barely covers fixed costs.

What counts as overheads

The Margin Calculator has a separate Overheads field. Include:

Should your salary be in overheads?

For gross margin: No

Your time is the product. Gross margin measures what the client's money leaves after external costs. Including your salary here double-counts.

For net margin: Yes

Put a market-rate salary for your hours into overheads. If you bill £100/h and work 100h, that's £10,000 of 'your cost'. Without it, net margin = gross margin, and the business looks profitable only because you're working for free.

Typical ranges for freelancers / small studios

Business typeGross marginNet margin (with salary)
Solo freelancer (pure time)70–90%20–35%
Solo + some pass-through40–70%15–30%
Micro-studio (2–5 people)30–60%10–20%
Agency (heavy pass-through)15–35%5–15%

The metric that matters most: realised vs quoted margin

You quoted a project at 50% gross margin. You delivered it. What was the actual margin?

The gap between them is the single most useful number a small studio can track. If realised margin falls every time you win a competitive bid, your estimates are too optimistic — not your rate too low.

How to track it

  1. 1
    At quote time: save the calculator inputs (cost, revenue, overheads, target margin).
  2. 2
    During delivery: track actual hours and actual external costs.
  3. 3
    At project close: re-run the calculator with actuals.
  4. 4
    Log: Project | Quoted GM | Realised GM | Quoted NM | Realised NM | Variance.
  5. 5
    Review quarterly: which project types consistently under-deliver?

Pass-through costs: why gross margin lies

If you pass through £20k of media spend on a £30k project:

The business isn't worse — the percentage is compressed by the pass-through. Track net profit in currency, not just margin %, when pass-throughs are involved.

Related guides

Try the calculator

Open the Profit Margin Calculator. Enter revenue, cost, and overheads — it shows both gross and net margin instantly, plus the revenue-split bar visualising where the money goes.

These figures are estimates for planning and quoting. They are not accounting advice, and do not account for income tax, corporation tax, or currency conversion on cross-border work.