Pricing & Product · ANALYTICS
Price promotions by their net margin, not their GMV
NET
A promotion that triples GMV can still lose money once fees, discounts and the returns that follow are counted. This engagement re-costs voucher-period orders line by line, so a campaign is judged by what it kept.
The process
Pull the full order economics
Voucher-period order lines landed in the warehouse with platform commission, payment fees, shipping subsidy, discount value and unit cost attached.
Wait for the returns tail
Returns and cancellations are matched back to their campaign weeks, because a promotion's return rate lands after the campaign report has already been circulated.
Model the incremental share
Buyers who would have purchased anyway are separated from those the voucher brought in, using pre-period behaviour rather than a flat assumption.
Rebuild the campaign P&L
Each voucher mechanic is restated on net contribution margin, and the mechanics that only moved volume between weeks are named as such.
Set the rules for next time
Minimum basket, eligible SKUs and cap levels are rewritten from the numbers, and the same report runs automatically on the next campaign.
What we need from you
- Order lines for the campaign periods with fees and unit cost
- Voucher mechanics, caps and eligibility rules as configured
- Return and cancellation records covering the tail
What you get
- Net-margin P&L per voucher mechanic
- Incremental versus subsidised share of campaign orders
- Rewritten voucher rules and a repeatable campaign report
Timeline
Three to four weeks after the returns window closes.