by Julie Monacella / www.monacellaphotography.com

A practical, visual way to review last year’s business.

If you’re a photographer, chances are you didn’t start your business because you love spreadsheets and pie charts.  We’ve heard it said that you must decide whether you’re a photographer or a business owner.  I believe we can do both. 

But here’s the thing…


Ignoring your numbers doesn’t make them less important — it just makes your business decisions harder.

This isn’t a deep accounting lesson.  It’s a realistic, visual way to look at your year and use the information to plan what’s next - without dread.  

It does take a fair amount of time to do, but I promise the results will be worth it.  When you create your financial image at the end of 2026, do you want to earn a 79?  I think we can all do better.  Let’s get started.

1) What Actually Brought in the Revenue?

Let’s start with the most straightforward question: What actually paid the bills last year?

Looking at total revenue by genre gives you immediate clarity. Some session types carry more of the business than we realize. Others are great creatively but contribute less financially.

This isn’t about judgment or “shoulds.” It’s simply about understanding what’s supporting your business so you can make intentional decisions moving forward.

This shows which session types actually brought in the most total revenue over the year.

2) Share of Total Income: The Big Picture

Next, zoom out and look at income by percentage.

This chart often surprises photographers. Many of us identify strongly with one genre, but when income is broken down visually, a different story can emerge.

Seeing the share of total income helps clarify where your business is truly anchored—and where growth opportunities may exist.

Looking at income by percentage reveals which genres are truly carrying the business.

3) Average Sale Per Session (AKA: Was It Worth It?)

Now let’s talk about average sale per session.

This is where things get very real, very fast.

Because doing a lot of sessions doesn’t always mean making good money.

Some sessions are:

• High effort, low reward
• Easy wins
• Surprisingly strong
• Or quietly underpriced

This chart isn’t meant to make you feel bad; it’s meant to help you spot where:

• Prices might need adjusting
  
• Packages could be simplified
• Or expectations need to be reset

Average sale highlights the difference between being busy and being profitable.

4) Time: The Sneakiest Factor of All

Revenue without time only tells half the story.

This chart shows average hours per session, including planning, shooting, editing, ordering, delivery, and admin time. Seeing this visually is often eye-opening.

Some sessions feel exhausting for a reason. Others feel lighter because they require less time behind the scenes.

This awareness alone can change how you book, schedule, and price your work.

This includes the full time investment—planning, shooting, editing, ordering, and delivery.

5) Dollars Per Hour: The One Number That Tells the Truth

Now we bring it all together.

Dollars per hour is where emotion exits and clarity enters.

This number doesn’t care if a genre is trendy. It doesn’t care if you’ve “always done it.” It just quietly shows you what’s working.

Some genres fund your life. Some fund your stress.

And once you see that, decisions get easier:

• What to market more
• What to raise prices on
• What to limit
• What to outsource
• And what maybe doesn’t need to come with you into next year

This includes the revenue per hour for each session type.

6) A Quick Note on Cost of Goods

One important reminder while reviewing all of this: Revenue is not profit.

Albums, prints, frames, packaging, shipping, and retouching all impact your bottom line. Two sessions with the same revenue can have very different profit margins depending on product costs.

Even a basic awareness of Cost of Goods Sold adds important context to every number above. And you should be reviewing your lab costs annually to make sure inflation isn’t stealing your profit.

7) Where Did My Clients Come From?

You don’t need a complicated system here — just awareness.

Was most of your income from:

• Referrals?
  
• Google?
  
• Social media?
  
• Past clients?

This helps you stop pouring energy into places that aren’t paying you back and double down on what is.  The more diverse your source of clients is, the more resilient your business will be if your biggest referrer moves away or if social media algorithms change (again).

Why This Matters (And Why It’s Worth Doing)

At the end of the day, this process isn’t about turning your business into a math exercise or stripping the joy out of photography.

It’s about doing an Image Review - just not of a single photograph. It’s an Image Review of your year. Your effort. Your time. Your creativity. And yes, your Green Merits.

When we review images, we’re not looking to criticize ourselves. We’re looking for patterns. Strengths. Opportunities to refine and improve. The same is true here. Your numbers aren’t judging you; they’re simply giving you information.

When you take the time to review them, you’re making sure your work is being valued in a way that sustains you, supports your livelihood, and allows you to keep creating at a high level.

Because the most meaningful photography happens when the business behind it is healthy.

And just like with an image review, clarity leads to confidence. And confidence leads to better decisions going forward.