# Base Dollars

**Description:** The portion of sales dollars expected in absence of promotions (baseline revenue).

**Formula:**

* **Option A (Direct Source Available):** `SUM(base_dollars)`
* **Option B (Not Available):** *Rolling Average of Non-Promo Dollar Sales* (e.g., last 4–8 weeks)

**SQL Calculation (Option A):**

```sql
SUM(base_dollars) AS base_dollars
```

**SQL Calculation (Option B):**

```sql
AVG(sales_dollars) OVER (PARTITION BY product_id, retailer_id
                         ORDER BY week ROWS BETWEEN 4 PRECEDING AND CURRENT ROW)
   AS base_dollars_rolling_avg
```

**Why It Matters:** Provides the "normal" sales benchmark to measure promo lift and incrementality.

**Metric Type:** Diagnostic

**Essence:** Lagging

**Frequency:** Weekly

**Units:** Dollars ($)

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

**Related Explores:**

* POS Baseline vs Promo Lift

**Related Sources:**

* URS.SALES\_REPORT (baseline if provided)
* URMS (baseline modeling)