Moving on, while sales metrics are essential, it's also vital to analyze metrics not directly related to sales. Metrics focusing on exposure, engagement, basket penetration, average order spend, average item price are crucial, especially for cross-sell and upsell strategies.

Analyze:

Exposure: Visibility of the pages where your banners were placed.
Engagement: Visibility of your product pageviews.
Conversion: Based on the number of orders placed.
Graphs: Sales Value, Units, Basket Penetration, and Average Order Spend.

Here are some essential use cases to consider:

Increased Traffic Analysis:

Identify any increased traffic in the pages where your banners were placed or relevant product pages.
If the product pageviews have not increased, it might be worth reconsidering the placement of activation mediums, their content, or the Call to Action (CTA).

Conversion Rate Examination:

Analyze conversion based on the number of orders placed.
If there's an increase in visibility but orders aren't following suit, consider revisiting your product content, pricing, or checking for stock issues. This step helps you detect whether there's an issue with conversion rather than visibility.

Graph Analysis:

Review graphs for Engagement Pageviews, Orders, Sales Value, Units, Basket Penetration, Average Order Spend, and Average Item Price.
Identify whether the promotion led to a higher popularity (increase in basket penetration) and analyze the impact on the Average Spend. This indicates whether customers ended up spending more on your brands/products per basket, despite potentially lower prices.

Practical example 1: Assessing Gross Revenue Impact