Define the intended change
Turnover, quantity and basket expansion are different outcomes. Identify the main objective, customers, products and assessment period.
Several measures may be useful, but distinguish the primary result from information explaining how it was achieved. Do not change their roles simply because one figure improves.
Agree the comparison basis
A new category needs a different perspective from a regular product campaign. Earlier purchases, seasonality and exceptional deliveries affect interpretation.
Agree the data source and adjustment rules too. Otherwise, planning, sales discussions and reporting may use different meanings for the same target.
Check the cost of achievement
A sales objective does not complete the assessment. Establish discount, free-goods and bonus costs and whether results match the planned scope.
For sales and finance directors, shared definitions improve the next campaign discussion. Trade Marketing connects objectives, data and spending. The evaluation should not choose whichever measure looks best after the promotion has finished or overlook the conditions used to obtain that result.