# Dollar Sales

**Description:** Total retail sales value of a product. Represents the gross revenue from units sold (at retail prices).

**Calculation:**

```sql
SUM(sales_dollars) AS dollar_sales
```

**Why It Matters:** Fundamental measure of revenue scale and market performance.

**Metric Type:** Result

**Essence:** Lagging

**Frequency:** Weekly / Monthly / Rolling 52

**Units:** Dollars ($)

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

**Questions Answered:**

* How much did we sell this week/month/year?
* Which channels/products/retailers are driving sales?

**Potential Causes of Worsening:** Lower demand, distribution loss, increased competition, pricing shifts.

**Tactics to Improve:**

* Expand distribution
* Optimize promotions
* Improve pricing strategy

**Related Metrics:**

* Unit Sales
* Average Price
* % ACV
* Velocity

**Related Explores:**

* Retail Sales Performance
* Omnichannel Sales Overview

**Related Sources:**

* URS.SALES\_REPORT
* URMS.SALES\_REPORT