Retail Media
Incremental sales and uplift
Incremental sales are the extra sales caused by a campaign, measured by comparing exposed shoppers with a comparable group that was not exposed.
Formula
Uplift = (conversion exposed − conversion control) ÷ conversion controlHow the control is built
Non-exposed trips with the same mission, tool, time window and store form the control group. The difference in conversion, multiplied by exposed trips and basket value, gives incremental sales.