In the quest to find great investments, most investors focus on earnings to gauge a company's financial strength. This is a good start, but earnings can be misleading and incomplete. To get a clearer understanding of a company's ability to earn money and reward you, the shareholder, it's often better to focus on cash flow. In this series, we tear apart a company's cash flow statement to see how much money is truly being earned, and more importantly, what management is doing with that cash.

Step on up, Masco (NYSE: MAS)

The first step in analyzing cash flow is to look at net income. Masco's net income over the last five years has been all over the place:

 

2011

2010

2009

2008

2007

Normalized Net Income ($12 million) ($7 million) $85 million $209 million $638 million

Source: S&P Capital IQ.

Next, we add back in a few non-cash expenses like the depreciation of assets, and adjust net income for changes in inventory, accounts receivable, and accounts payable -- changes in cash levels that reflect a company either paying its bills, or being paid by customers. This yields a figure called cash from operating activities -- the amount of cash a company generates from doing everyday business.

From there, we subtract capital expenditures, or the amount a company spends acquiring or fixing physical assets. This yields one version of a figure called free cash flow, or the true amount of cash a company has left over for its investors after doing business:

 

2011

2010

2009

2008

2007

Free Cash Flow $88 million $328 million $580 million $597 million $1.0 billion

Source: S&P Capital IQ.

Now we know how much cash Masco is really pulling in each year. Next question: What is it doing with that cash?

There are two ways a company can use free cash flow to directly reward shareholders: dividends and share repurchases. Cash not returned to shareholders can be stashed in the bank, used to invest in other companies and assets, or to pay off debt.

Here's how much Masco has returned to shareholders in recent years:

 

2011

2010

2009

2008

2007

Dividends $107 million $108 million $166 million $336 million $347 million
Share Repurchases $30 million $45 million $11 million $160 million $857 million
Total Returned to Shareholders $137 million $153 million $177 million $496 million $1.32 billion

Source: S&P Capital IQ.

As you can see, the company has repurchased a decent amount of its own stock. That's caused shares outstanding to fall:

 

2011

2010

2009

2008

2007

Shares Outstanding (millions) 348 349 351 353 369

Source: S&P Capital IQ.

Now, companies tend to be fairly poor at repurchasing their own shares, buying feverishly when shares are expensive and backing away when they're cheap. Does Masco fall into this trap? Let's take a look:

Source: S&P Capital IQ.

Not good. Masco spent hundreds of millions repurchasing its shares at the top of the housing bubble, and fled from buybacks almost entirely as shares came tumbling down. This was an effort to shore up cash, of course, but the fact remains: The buybacks of four or five years ago were a terrible deal for shareholders.

Finally, I like to look at how dividends have added to total shareholder returns:

Source: S&P Capital IQ.

Shares returned -42% over the last five years, which drops to -52% without dividends -- a small boost to top off otherwise awful performance.

To gauge how well a company is doing, keep an eye on the cash. How much a company earns is not as important as how much cash is actually coming in the door, and how much cash is coming in the door isn't as important as what management actually does with that cash. Remember, you, the shareholder, own the company. Are you happy with the way management has used Masco's cash? Sound off in the comment section below.