KPIs to Grow Your Non-Medical Home Care Agency

Is your agency using KPIs to grow? In the non-medical home care industry, success doesn’t happen by chance. It’s not accidental. It’s data-driven.

Home care agencies that consistently track and act on Key Performance Indicators (KPIs) are more likely to achieve critical goals. They’re better equipped to boost profitability, improve operations, and expand their client base.

But where does an agency start?

• Which KPIs have the biggest impact in home care?
• How do agencies choose the right KPIs to grow?
• Where can reliable industry benchmarks be found?
• What reports can be pulled from home care software to help uncover data?

Whether your aim is to grow your client base or improve caregiver retention, data is your most valuable tool.

Data is king. 

1. Why KPIs Matter in Non-Medical Home Care

The demand for home care is growing, and so are client expectations. To stay competitive, agencies must move beyond intuition. They need insight to back up their instincts.

KPIs take the guesswork out of decision-making. When tracked consistently, they help agencies:

• Monitor performance in real time
• Identify and fix issues as they arise (instead of waiting until they become huge problems)
• Make informed decisions that lead to better outcomes for clients, caregivers, and your bottom line

2. What Are KPIs (And Why Should You Care)?

KPIs are measurable values or data sets that indicate whether a business is achieving its key objectives. Common examples in home care include:

1. Caregiver turnover rates
2. Client retention rates
3. Which payor sources provide the best return on investment (ROI)
4. Where your marketing inquiries are coming from
5. What your profit margins are for different services

In home care, KPIs help agencies understand their performance. Tracking this data shows if you’re on the right track or if there’s room to improve.

Data also highlights areas that need attention quickly, especially if goals are not being met. Without it, how would you know if you’re providing enough care, hiring fast enough, or billing accurately?

Do you know where your agency is headed? The data you collect from your home care software should give you the ability to see what’s worked in the past and guide where you’re headed next.

By tracking your data, your leadership team will have better clarity in managing crucial business practices like care delivery, caregiver retention, and business growth.

3. Key KPIs in Home Care to Track for Growth

Now, let’s discuss client satisfaction rates and retention. Are you measuring the overall satisfaction score of your client base to make sure they’re happy with your services?

Do you know your agency’s:

• Overall Satisfaction Score (via surveys or NPS (Net Promoter Scores)): Use satisfaction surveys or NPS to gauge how your clients feel about your services. Exit interviews through partners like Activated Insights can be helpful, but they’re retrospective. Consider proactive in-care surveys, too. The data is only useful if the questions are good, so don’t hesitate to work with experts to build your surveys.
• Client Retention Rate (monthly/quarterly): Retention can be influenced by factors beyond your control (e.g., client passing away), but it’s critical – especially in Medicaid family caregiving programs where the caregiver and client can easily switch agencies. Transparency (like family portals offer) and caregiver satisfaction can influence retention more than you might think.
• Complaints or Incidents per Client/Month: Track complaints and incidents in your home care software to spot trends and address concerns early. A rise in incidents might point to a staffing, training, or communication issue that needs immediate attention.

Equally important is your data on caregiver performance and retention.

• On-Time Visit Percentage: This tracks the reliability of your team. Frequent lateness can damage trust and satisfaction on both sides of the caregiving relationship.

• Caregiver Turnover Rate: High turnover is expensive and destabilizing. Monitor this closely and explore ways to improve retention. Use exit interviews, anonymous surveys, and caregiver incentive programs to reduce churn and improve company culture.

• Caregiver Satisfaction Surveys (e.g., quarterly pulse checks): Understanding how your caregivers feel about their jobs can help prevent burnout and turnover. Send blind surveys to encourage honesty, and use the results to guide internal improvements. Listen, adapt, and show your staff that their feedback is important.

Operational Efficiency Metrics

• Average Length of Stay (LOS) per client and broken down by type of service: Look at how long clients stay with your agency. Remove statistical outliers to get an accurate picture. Break this down by service type to see if certain care types tend to have shorter engagements.
• Missed or Late Visit Rate: Don’t just focus on caregiver tardiness. Track client cancellations too. Frequent changes from clients can hurt caregiver morale and disrupt your scheduling flow.

• Service Hours per Client per Month: This number will fluctuate based on seasonality and care needs. Watch for trends across the year so you can plan caregiver hiring and budget accordingly.

Business Development and Growth Metrics

• New Client Admissions per month: This gives you insight into how well your marketing and outreach are performing. Month-over-month and year-over-year comparisons are key here.
• Referral Source Tracking & Conversion Rates: Not all referral sources are equal. Track where inquiries come from and how many turn into actual clients so you can focus your efforts on what’s working.

• Revenue per Client & Profit Margin: Monitor revenue and profit by client and referral source. If a source brings in low-value or high-cost clients, it may not be worth your time long term.

Compliance and Quality Assurance (QA)

• Incident Reporting Frequency: Review all caregiver and client incidents in your home care software. Regular monthly reviews should be part of your QA process to catch and address recurring issues.
• Adherence to Individualized Care Plans: This is about making sure clients are receiving care according to their needs. Deviations should be documented and analyzed to ensure quality is maintained.

• Timeliness of ADLS(Activities of Daily Living) and IADL (Instrumental Activities of Daily Living): Are evaluations happening on schedule? Leverage your agency’s data management tools to monitor deadlines, schedule follow-ups, and proactively address evolving client needs.

4. Choosing the Right KPIs for Your Home Care Agency

Not every agency needs to track the same KPIs. What matters most depends on your goals, the services you provide, and where you are in your agency’s journey.

Start with your strategic goals.
Are you trying to grow your client base? Reduce caregiver turnover? Improve quality of care? Each objective requires a different set of KPIs to track. For example:

• Growth goals might focus on referral source performance and new client admissions.
  Stabilization goals may center on caregiver satisfaction and turnover rates.
  Quality control could require data on incident reports, care plan adherence, and client satisfaction.

Avoid tracking too many metrics.
Trying to measure everything at once can be overwhelming and unproductive, especially for smaller agencies. Choose one area to focus on first, build a process around it, and once it’s running smoothly, move on to the next.

You need to sleep, eat, and live your life. So focus on what truly moves the needle.

• Use the SMART criteria to evaluate which KPIs to track:
  • Specific: Tied to a clear goal (e.g., improve caregiver retention by 15%)
  • Measurable: Quantifiable through your software or survey tools
  • Achievable: Realistic based on your available staffing and resources
  • Relevant: Aligned with what success looks like for your agency
  • Time-bound: Tracked consistently over a set time period

Match your KPIs to your agency’s maturity.
If you’re a newer agency, your first priority isn’t KPIs—it’s building your team and getting clients. As you grow and start to generate more data, that’s when performance tracking becomes meaningful. Focus first on setting sustainable billing and pay rates, then build your metrics strategy over time.

Lean on your software partners and consultants.
Don’t try to do this alone. Your data management software provider or home care consultants can help you identify which KPIs to prioritize and how to track them effectively. It’s okay not to know the answer—it’s better to ask the right questions and build a plan that fits your specific agency needs.

5. Where to Find Trusted Data and Benchmarks

It probably feels like a lot. But the good news is you don’t have to figure it all out on your own.

There are trusted, data-driven resources available to help you understand what KPIs to track, how to benchmark your performance, and how to use that information to improve.

Here are some go-to sources for industry benchmarks, trends, and performance data:

• National Association for Home Care & Hospice (NAHC)
  Offers national-level insights, policy updates, and industry reports relevant to home care operations
• Home Care Association of America (HCAOA)
  A leading voice for home care providers, with access to trends, best practices, and member data
• CMS Home Health Compare
  While geared toward medical home health, it provides helpful context for related quality metrics.
• Activated Insights (formerly Home Care Pulse)
  Widely used in the industry, Activated Insights annually publishes Benchmarking Reports that include key performance trends, satisfaction benchmarks, and operational insights. Check out the Top 3 Challenges Facing Home Care Operators in 2025 guest blog that delves into some highlights from this year’s report.
• State Departments of Health and Human Services
  Provide localized data and regulations that can help you align your KPIs with compliance and state-specific trends
• Rosemark Reports
  Whether you use Rosemark or another software provider, real-time, customizable reporting gives you agency-specific visibility, empowering faster, data-driven decisions.

Additional Resources:

Want Better Visibility Into Your KPIs?

At Rosemark, we make KPI tracking simple and actionable. With customizable reports that put your most important data at your fingertips, your agency can spend less time digging through spreadsheets and more time improving care.

Ready to start? Begin tracking at least one KPI this quarter to get on track! Click here to download a checklist.

Discover how Rosemark enables home care agencies to leverage their KPIs to grow and download the checklist today!