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, Avon (NYSE: AVP).

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

 

2011*

2010

2009

2008

2007

Normalized Net Income $710 million $641 million $678 million $793 million $701 million

Source: S&P Capital IQ. *12 months ended Sept. 30.

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 $302 million $371 million $486 million $371 million $311 million

Source: S&P Capital IQ. *12 months ended Sept. 30.

Now we know how much cash Avon 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, or to pay off debt.

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

 

2011*

2010

2009

2008

2007

Dividends $399 million $384 million $365 million $347 million $326 million
Share Repurchases $10 million $14 million $9 million $172 million $667 million
Total Returned To Shareholders $408 million $398 million $373 million $519 million $993 million

Source: S&P Capital IQ. *12 months ended Sept. 30.

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

 

2011*

2010

2009

2008

2007

Shares Outstanding (millions) 430 429 427 426 433

Source: S&P Capital IQ. *12 months ended Sept. 30.

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 Avon fall into this trap? Let's take a look:

Source: S&P Capital IQ.

Sure enough, Avon bought back a lot of stock in 2007 when shares were high, and has since essentially ceased repurchasing shares while they trekked steadily downward. Whether this was a prudent way to save cash as it looked like the economy was about to implode, or a classic example of buying high and panicking low, is up for debate. In general, it doesn't appear management has been the most astute buyer of its own stock. Quite poor, in fact.

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

Source: S&P Capital IQ.

Shares returned -43% over the last five years, which drops to -51% without dividends -- a nice boost to top off otherwise poor 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 Avon's cash? Sound off in the comment section below.