# Promo ROI per Case

**Description:** Incremental dollars earned per case sold during a promotion.

**Formula:** *(Incremental $ ÷ Promo Volume in Cases)*

**SQL Calculation:**

sql

```sql
(SUM(incremental_dollars) / NULLIF(SUM(promo_cases),0)) AS promo_roi_per_case
```

**Why It Matters:** Provides a simple per-case efficiency benchmark for trade promotions.

**Metric Type:** Diagnostic

**Essence:** Lagging

**Frequency:** Per Promo Event

**Units:** Dollars ($/case)

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

**Questions Answered:**

* How much incremental revenue per case did the promo deliver?
* Which promotions classify as strong vs weak?

**Potential Causes of Worsening:** Ineffective promotions, high baseline sales cannibalization, forward-buy by retailers.

**Tactics to Improve:**

* Optimize case allowances
* Target promos to drive trial
* Cap retailer forward-buy

**Related Metrics:**

* Incremental Sales
* ROI %
* Promo Performance Flag

**Related Explores:**

* Promotion ROI Explorer

**Related Sources:**

* Trade Spend BSD
* URMS