Promotions & Change-Log
Did each promo actually make money — measured at margin, not revenue.
Net margin impact — all promos in view
+$699K
Revenue-positive promos are not automatically margin-positive. Earth Day proves it.
Margin frame
Direct sales carry roughly 40% margin; Home Depot volume carries roughly 20%. A promo that shifts mix toward retail can grow revenue while shrinking profit.
Rule of thumb emerging
Bundles and thresholds beat sitewide % off on every promo measured so far. Next promo: bundle-first, discount-second.
Promotion timeline
Pre/post revenue and margin verdict per promo.
| Promotion | Window | Pre revenue | Post revenue | Margin impact | Verdict |
|---|---|---|---|---|---|
Earth Day — 15% sitewide Volume up 24%, but discount depth exceeded incremental margin. | Apr 18 – Apr 26 | $7.4M | $9.2M | −$212,000 | Lost money |
Essentials line launch New SKUs sold at full margin; no cannibalisation of core fixtures. | May 6 – May 20 | $8.1M | $9.6M | +$486,000 | Made money |
Memorial Day — bundle offer Bundles protected margin better than % off. Repeat this shape. | May 22 – May 27 | $8.3M | $10.1M | +$141,000 | Made money |
Contractor Days (AMP) Pull-forward of orders already in the pipeline; no net gain. | Jun 9 – Jun 15 | $6.9M | $7M | −$18,000 | Flat |
Summer Clearance — transformers Aged inventory cleared above floor price. | Jul 6 – Jul 19 | $9M | $10.7M | +$302,000 | Made money |
Change-log lane
Tag and site changes on the same timeline, so shifts tie to causes.
- Apr 14GA4 enhanced-ecommerce items array patchedQA passed
- May 4Consent banner vendor swap (no Consent Mode)QA risk
- Jun 2Server-side GTM container to 30% trafficQA passed
- Jul 23Purchase tags rewired (dedupe fix)QA passed
- Jul 29payment_type dataLayer key — still (not set)QA open