Choose one primary objective
Acquisition, basket growth, product discovery, retention, and win-back programs require different eligibility rules and comparison groups. Naming the primary objective prevents one campaign from carrying incompatible expectations.
- Who should act?
- Which Shopify purchase should qualify?
- What outcome would change the next decision?
Select the right incentive role
An incentive card may create value after a qualifying order while a checkout discount changes the transaction immediately. The right choice depends on customer comprehension, margin, timing, and the behavior the merchant wants to observe.
Write the measurement brief now
Document the baseline, observation window, campaign identifiers, costs, and known confounders before launch. This makes the eventual report a decision tool rather than a collection of attractive totals.