financial measure

There is an almost endless list of financial measures that can be used to analyze a given company's financial statements. For any particular company, in any given industry, some measures may be more important than others, while others may be completely irrelevant. The CEO of your company is bright, motivated, and has a notoriously short attention span. As the rising stars in the Finance Department, the CFO has assigned to your group the daunting task of selecting four, and only four, financial measures, which will be reported daily to the CEO. These are to be the measures you feel will best communicate to him the financial and operational health and viability of your company. Choose any public company, and recommend the four financial measures you believe should be most closely monitored by the CEO.