Click the image above to watch our ROI training video.
Overview
Understanding how your Sparks (Incentives) perform is essential for evaluating ROI and optimizing future strategies. Within SparkPlug, you can analyze campaign effectiveness in two main areas:
Active Sparks → Monitor campaigns currently in progress.
Completed Sparks → Review the overall results of finished campaigns.
This guide walks you through how to access and interpret key performance dashboards in both sections.
1. Measuring Active Spark Performance
Accessing the Dashboard
Go to Sparks in your dashboard.
Select an active Spark to open detailed performance metrics.
Key Metrics to Monitor
Units Sold Over Time – View as a line chart, column chart (sales by day), or table view.
Breakdowns – Filter results by product to understand which SKUs drive sales.
Compare to Previous Period – Benchmark current Spark results against:
Previous period (same length, aligned by day of week).
Previous year.
Sales Benchmark (average sales over the past 3 months).
⚡ Pro Tip: Use Sales Benchmark for a more balanced view, since it accounts for traffic, inventory fluctuations, and seasonality.
2. Understanding ROI Metrics
Dashboard Highlights
Total Units Sold – Number of incentivized products sold during the Spark.
Total Retail Sales $ – Dollar value of sales generated.
Share of Wallet – % of total store sales revenue from your products.
Basket Penetration – % of transactions containing at least one of your incentivized products.
👉 Example: If Basket Penetration is high but Share of Wallet is low, your products are frequently purchased but at lower price points.
3. Reviewing Completed Sparks
Navigate to Completed Sparks for a broader view of long-term campaign effectiveness.
What You’ll See
Aggregate Results – Units sold, retail sales $, payouts, cost per unit sold.
Participant Data – Number of budtenders involved.
Cost Efficiency – Compare payouts to sales volume. Example: One analysis showed a $0.02 payout per unit sold, versus an industry average closer to $1.00.
Filters & Exports
Filter results by Spark type (e.g., leaderboard vs. commission).
Filter by date range to compare time periods.
Export data to Excel/Google Sheets for deeper analysis or integration with other systems.
4. Making the Data Actionable
Use previous period comparisons to identify inventory gaps.
Track share of wallet to measure overall category penetration.
Compare different Spark types (leaderboard vs. commission) to refine strategy.
Review cost per unit sold regularly to ensure ROI remains strong.
Work with your Customer Success Manager for quarterly deep-dive reports and strategy adjustments.