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Expert answer · 1 min read

How do I compare this year's Mother's Day performance to last year?

Year-over-year comparison is the most meaningful way to assess Mother's Day campaign performance because it accounts for seasonality and isolates genuine improvement from external market fluctuations. Merchants who track year-over-year metrics can identify which campaign changes drove results and which did not.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

Compare five metrics year over year for the same 21-day window: total revenue, number of orders, average order value, conversion rate, and recovery rate. Adjust for any significant traffic volume changes (if traffic grew 30% but revenue grew 15%, conversion rate declined). Document the campaign changes made between years so you know which specific decisions drove the performance delta.

In depth

Year-Over-Year Mother's Day Performance Comparison

Raw revenue comparison between years is misleading without traffic normalization and margin analysis. A structured year-over-year comparison reveals whether campaign improvements are actually working or whether revenue growth is simply a product of more traffic or organic market growth.

Year-Over-Year Comparison Framework

MetricThis YearLast YearDelta
Total revenueTrackTrackTarget 10-25% growth
Conversion rateTrackTrackShould improve YoY if optimizing
Average order valueTrackTrackFlat or growing indicates healthy margins
Recovery rateTrackTrackShould improve with better sequences
Discount rateTrackTrackShould decrease as segmentation improves

Traffic Normalization

Divide each revenue metric by sessions to get revenue per session, and divide orders by sessions to get conversion rate. This removes the effect of traffic volume changes and isolates campaign quality improvements from audience growth.

Growth Suite: Funnel Report

Growth Suite Funnel Report archives campaign data by date range, enabling direct year-over-year comparison with traffic-normalized metrics so you can objectively assess whether campaign improvements are translating into better per-session performance.

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