# Promotional Incrementality %

**Description:** Percentage of promo-period sales that were truly incremental (above baseline).

**Formula:** *(Incremental Sales ÷ Promo Sales) × 100*

**SQL Calculation:**

```sql
(SUM(incremental_dollars) / NULLIF(SUM(promo_dollars),0)) * 100 AS promo_incrementality_pct
```

**Why It Matters:** Distinguishes between sales that would have happened anyway (baseline) vs. new sales created by promo.

**Metric Type:** Diagnostic

**Essence:** Lagging

**Frequency:** Per Promotion Event

**Units:** Percentage (%)

**Suggested Breakdowns:** Product, Retailer, Market, Promo Type

**Questions Answered:**

* How efficient was this promotion in generating new sales?
* What % of promo volume was truly incremental?

**Potential Causes of Worsening:** Over-promotion, promo fatigue, deal-seekers stockpiling.

**Tactics to Improve:**

* Reduce promo frequency
* Design promos to attract new customers
* Optimize discount levels

**Related Metrics:**

* Incremental Sales
* Lift %
* ROI %

**Related Explores:**

* Promotion Efficiency Analysis

**Related Sources:**

* URMS
* Syndicated promo data


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