Income
Break down growth into volume, price, acquisitions and currency. Compares accounting recognition with collections and pending obligations. Growth purchased through discounts or acquisitions may have a different quality than organic growth.
Margins
Gross margin shows economics of the product; operating margin incorporates sales, administration and R&D. Observe amounts and percentages. Scale exists when certain expenses grow more slowly than income without sacrificing the future.
Example
Sales go from 100 to 120; cost of sales from 60 to 78. Gross profit rises, but the margin falls from 40% to 35%: there may be price pressure or worse mix.
From EBIT to profit
Interest reveals financial burden; Taxes may contain one-time benefits or charges. Review discontinued operations and holdings. Diluted EPS incorporates the effect of new shares better than total profit.
Settings
Non-GAAP can clarify extraordinary events, but excluding stock-based compensation or recurring restructurings each year disguises real costs. Always reconcile with GAAP and calculate how much is repeated.