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.
| Project | Revenue | Direct cost | Gross margin | Overheads | Net margin |
|---|---|---|---|---|---|
| Pure design (100h × £100) | 10,000 | 0 | 100% | 2,500 | 75% |
| Design + £3k stock | 13,000 | 3,000 | 76.9% | 2,500 | 61.5% |
| Dev + £8k subcontractor | 18,000 | 8,000 | 55.6% | 2,500 | 41.7% |
| Agency: £20k media pass-through | 30,000 | 20,000 | 33.3% | 5,000 | 16.7% |
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:
- Software subscriptions (Adobe, Figma, GitHub, Slack, accounting)
- Rent / co-working / home-office allocation
- Insurance (professional indemnity, public liability, equipment)
- Accounting / bookkeeping fees
- Equipment depreciation (laptop, monitor, phone over 3–4 years)
- Your market salary for hours you personally worked (see below)
- Admin time: proposals, invoicing, chasing payments, tax returns
- Marketing: portfolio, website, networking, ads
- Training / courses / conferences
- Bank fees, currency conversion, payment gateway monthly fees
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 type | Gross margin | Net margin (with salary) |
|---|---|---|
| Solo freelancer (pure time) | 70–90% | 20–35% |
| Solo + some pass-through | 40–70% | 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?
- Quoted margin: Based on estimated hours/costs.
- Realised margin: Based on actual hours/costs.
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
- 1At quote time: save the calculator inputs (cost, revenue, overheads, target margin).
- 2During delivery: track actual hours and actual external costs.
- 3At project close: re-run the calculator with actuals.
- 4Log: Project | Quoted GM | Realised GM | Quoted NM | Realised NM | Variance.
- 5Review 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:
- Revenue: £30,000
- Direct cost: £20,000 (media) + £2,000 (your time) = £22,000
- Gross margin: (30,000 − 22,000) / 30,000 = 26.7%
- Net margin (with £5k overheads): (30,000 − 22,000 − 5,000) / 30,000 = 10%
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
- Profit Margin vs Markup: The Difference That Costs You Money
- How to Price a Project: From Costs to Quote
- Late Payment Interest: Simple vs Compound, Grace Periods, and Flat Fees
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.