How do we attribute sales to the activation?

During the selected campaign period, all sales of promoted products are attributed to the activation featuring those products.

Each Marketing Impact campaign includes an estimate of incremental revenue. Incremental revenue is a key metric, aiding brands and marketers in comprehending the actual revenue generated through a paid marketing campaign, revenue that wouldn't have occurred through other means.

For specific retailers, we further categorize promoted product sales into direct and indirect sales:

Direct Sales: These are revenues from promoted products explicitly attributed to the ongoing promotional activations.

Indirect Sales: Encompass revenues from promoted products not explicitly attributed but potentially influenced by the running promotional activations.

To distinguish between direct and indirect sales, we utilize the retailer's internal promotions tracking mechanism. This mechanism allows us to flag sales directly attributed to users buying promoted products. It's important to note that this granular split of sales is currently available exclusively for specific retailers.