How do I measure the ROI of my Mother's Day promotion?

Question

Calculating the true ROI of a Mother's Day promotion requires accounting for both the revenue generated and the costs incurred including discounts, marketing spend, and fulfillment. Merchants who calculate ROI accurately can make informed decisions about how much to invest in future Mother's Day campaigns.

Muhammed Tüfekyapan · Accepted Answer

Measuring Mother's Day Promotion ROIROI measurement for holiday promotions is more complex than standard campaign ROI because you need to separate holiday-driven revenue from baseline revenue that would have occurred regardless. Without this separation, you overstate the ROI of organic holiday lift and understate the impact of specific campaign decisions.ROI Calculation FrameworkComponentHow to CalculateBaseline revenueAverage of the same 21-day period in prior years (excluding previous Mother's Day peaks)Holiday revenueTotal revenue in the 21-day Mother's Day windowIncremental revenueHoliday revenue minus baseline revenueTotal costMarketing spend plus total discounts given plus additional fulfillment costROI(Incremental revenue - total cost) divided by total cost, multiplied by 100Common ROI Calculation ErrorsForgetting discount cost - Discounts are a direct revenue reduction and must be included in the cost calculationIncluding baseline revenue - Total holiday revenue overstates campaign ROI; use incremental onlyIgnoring LTV - A campaign with low first-purchase ROI may have high LTV ROI if it acquires high-retention customersGrowth Suite: Funnel ReportGrowth Suite Funnel Report provides campaign revenue, discount totals, and conversion data in a single exportable view, giving you all the inputs needed for the incremental ROI calculation without manual data consolidation from multiple tools.

How do I measure the ROI of my Mother's Day promotion?

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Measuring Mother's Day Promotion ROI

ROI Calculation Framework

Common ROI Calculation Errors

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Muhammed Tüfekyapan

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Use Cases

Component	How to Calculate
Baseline revenue	Average of the same 21-day period in prior years (excluding previous Mother's Day peaks)
Holiday revenue	Total revenue in the 21-day Mother's Day window
Incremental revenue	Holiday revenue minus baseline revenue
Total cost	Marketing spend plus total discounts given plus additional fulfillment cost
ROI	(Incremental revenue - total cost) divided by total cost, multiplied by 100