Which metric best indicates the direct impact of a promotion on future sales?

• A. Post-event sales lift
• B. Attendance
• C. Social shares
• D. Survey responses

Answer: (A)

The main idea here is measuring how a promotion translates into actual sales. The strongest indicator of direct impact on future sales is the post-event sales lift, because it tracks the change in sales after the promotion and compares it to a baseline. This shows the incremental revenue generated by the promotion itself, assuming you account for seasonality and other factors.

Attendance measures reach and interest, not how many of those attendees actually buy. Social shares reflect exposure and engagement, which are useful for awareness but don’t prove purchases. Survey responses reveal attitudes or purchase intent, not actual sales, so they’re indirect indicators of future behavior at best.