Promotional Incrementality %

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

Formula: (Incremental Sales ÷ Promo Sales) × 100

SQL Calculation:

(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