Cash Flow
As the term implies, cash flow aims to measure the amount of cash a company is actually getting in and to indicate whether outgoings - even short term ones - are likely to deplete its working capital.
Of course, the stronger the inflow of cash, the better. From an investor's point of view, cash flow may indicate whether the company could face a 'short term' (or long term) cash crisis. It also indicates whether it may have to borrow to pay out dividends and finance expansion.