What key metrics (e.g., gross margin, operating expenses) are likely to be highlighted?

Key metrics likely to be front‑and‑center in Fluent’s Q2‑2025 release

1. Revenue & ARR growth – As a cloud‑software player, analysts will zero in on top‑line performance, especially quarterly revenue versus consensus and the change in annualized recurring revenue (ARR). A beat‑or‑miss on the revenue forecast will drive the stock’s short‑term momentum.

2. Gross margin – Because Fluent’s platform is high‑margin, the gross‑margin percentage (and any trend versus prior quarters) is a primary indicator of pricing power and cost‑of‑goods efficiency. An expanding margin signals successful scaling of the platform; a compression would raise concerns about pricing pressure or higher hosting‑costs.

3. Operating expenses (R&D & SG&A) – Investors watch the trajectory of research‑and‑development spend and sales‑and‑marketing outlays relative to revenue. A disciplined expense growth—especially a sub‑30% YoY increase in SG&A while revenue climbs—suggests the company is still investing for growth without eroding profitability.

4. Adjusted EBITDA / Net loss – For a growth‑stage SaaS firm, the “bottom‑line” is often presented as adjusted EBITDA (or loss) to show cash‑generation trends. A narrowing loss or positive adjusted EBITDA would be a bullish catalyst.

5. Operating cash flow & free cash flow – Because Fluent is still scaling, the ability to generate cash from operations and convert it into free cash flow is a key gauge of runway and capital‑efficiency.

Trading implications

If Fluent reports revenue and ARR ahead of expectations with a stable or expanding gross margin, the stock is likely to rally on the upside, especially if operating expenses are contained and adjusted EBITDA moves toward breakeven. Conversely, a miss on revenue coupled with margin compression or accelerating SG&A could trigger a sell‑off, reinforcing the bearish bias seen in the current technical picture (downward trend on the 4‑week chart, weakening momentum on the 14‑day RSI).

Given the market’s focus on profitability pathways for high‑growth SaaS, traders should watch for margin and expense guidance in the call. A clear, disciplined outlook will support a long‑biased position; ambiguous or pessimistic guidance will open the door for short‑bias or defensive hedging. Keep an eye on the post‑release price action and the pre‑market volume to confirm the direction before scaling in.