Free tool · Retail measurement

Make the economics clear. Keep the evidence visible.

Turn a sales-lift estimate and your cost assumptions into a contribution scorecard. The arithmetic does not establish incrementality or statistical confidence.

1. Define the decision

Project nameRetailer / businessPeriod coveredDecision or objectiveComparison designGroups, assignment unit, and comparison

2. Enter the economics

Use a consistent period and currency. The sales estimate and contribution margin must use the same revenue basis. For a supplier, retailer POS lift is not automatically supplier revenue or profit.

Media spend ($)Incremental sales estimate ($)Supply an estimate from your analysis, or use a scenario. Negative estimates are allowed.Contribution margin before media (%)Use the margin appropriate to the sales basis above, after relevant variable costs.Other incremental costs ($)Exclude costs already deducted in the contribution margin or media spend.Target contribution / media spend (optional)A team-defined planning target, not a retailer benchmark.Status of the incrementality estimate

3. Record the review

Checks completed by your teamSource, period, and units checkedAssignment and comparison reviewedMissing data and availability reviewedOverlapping events and spillover reviewed

Guardrails, exceptions, and uncertaintyYour interpretationNext action and owner

Your contribution scorecard

Enter media spend, a sales-lift estimate, and contribution margin to build the scorecard.

This tool performs arithmetic on the assumptions you enter. It does not estimate a causal effect, measure uncertainty, or verify a retailer result. Completing the checklist does not establish statistical validity.

Decision and evidence

No objective entered.

Design: Not specified.

Completed checks: None recorded.

Guardrails and uncertainty

Not recorded.

Interpretation

Not recorded.

Next action: Review evidence

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Read the practitioner guide to media measurement