# $/TDP

**Description:** Normalized sales rate showing consumer demand regardless of distribution.

**Formula:** Dollar Sales ÷ TDP

**SQL Calculation:**

```sql
SUM(sales_dollars) / NULLIF(SUM(tdp),0)
```

**Why It Matters:** Indicates how well product sells where available; separates demand from distribution.

**Metric Type:** Diagnostic

**Essence:** Leading

**Frequency:** Weekly / Monthly

**Units:** Dollars per Point of Distribution

**Suggested Breakdowns:** Brand, Market, Retailer, Category

**Questions Answered:**

* Are we outperforming competitors on shelf?
* Are we turning inventory fast enough?

**Potential Causes of Worsening:** Declining consumer pull, ineffective promotions, product quality issues.

**Tactics to Improve:**

* Shopper marketing
* Increase promotional lift
* Optimize pack/price

**Related Metrics:**

* Dollar Sales
* ACV%
* TDP

**Related Explores:**

* URMS Velocity Explorer

**Related Sources:**

* URMS.SALES\_REPORT


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