Written by DROPS.ST.
For a cannabis shop, separate sales assigned to a campaign by a reporting rule from sales caused by that campaign. A dashboard can link an order with a message or recovered cart without establishing what would have happened without that activity.
DROPS connects orders and item selections with customer records. Current marketing source includes order counts and values, including orders linked to recovered carts. That gives the team specific references to review; it does not establish a native causal-impact or incremental-revenue model.
Recover the definition behind the number
Ask what event is being counted, which orders qualify and what time window applies. Identify whether the value includes relevant charges, cancellations or other adjustments under the actual report’s rule.
Keep sends, deliveries, clicks, recovered carts, customers and orders separate. Adding different event counts can create a larger-looking number without answering the original question.
An unfamiliar label is a question for the source owner, not a reason to choose the most flattering interpretation.
Use a reporting-claim sheet
This original sheet reviews a claim; it is not a native attribution dashboard.
| Claim entry | Evidence to establish | Interpretation limit |
|---|---|---|
| Reported measure | Actual definition and unit | A label does not define causality |
| Included population | Channels, period and eligible records | Scope must match the comparison |
| Linking rule | Why a recorded order is associated with the activity | Association may not establish added sales |
| Value basis | Actual totals and relevant adjustments | Revenue is not automatically profit |
| Comparison | Appropriate baseline and its qualifications | Changed circumstances may explain differences |
| Causal question | What would plausibly happen without the activity? | Missing evidence remains a limit |
| Responsible conclusion | Reviewer, evidence and permitted wording | Avoid overstating the result |
Keep private supporting references in approved storage. The sheet should not reproduce a customer database.
Plan the question before the comparison
If the business needs a causal claim, define the question and appropriate evaluation approach before relying on a post-campaign chart. Consider the available evidence, actual operating constraints and qualified analytical review.
HM Treasury’s May 2026 Magenta Book distinguishes monitoring outcomes from evaluating an intervention’s impact, using approaches appropriate to the question. Apply that methodological distinction without importing UK government rules into a shop. Magenta Book evaluation guidance.
No chart, simple before/after total or familiar analytics label guarantees that the cause has been established.
Hypothetical example: a linked order is counted twice
A fictional report associates one order with a cart-recovery event. Another report associates the same order with a later campaign interaction.
The reviewer checks the order reference, periods and each rule before adding the values. Both associations can be recorded without establishing two distinct orders or two separate increments of revenue.
The owner labels the figures according to their supported meaning and keeps the causal question open. This hypothetical example is not a real report or a measured DROPS result.
Check the underlying scope
Current DROPS source calculates some marketing figures from recorded customer/order and recovered-cart relationships. It does not follow that every displayed value uses the same exclusions or counts only a particular final financial state.
Inspect the actual definition and representative synthetic cases where a safe demonstration is available. Mark unavailable evidence untested. Do not create funded orders or send a campaign to illustrate a metric.
Use the weekly-review guide for consistent counting definitions and the export-scope guide for authorized copied evidence.
Keep the claim proportionate
Report what was observed, what the linking rule establishes and what remains uncertain. Avoid presenting an estimate as assured revenue or attributing a change to software when other circumstances changed.
A later order does not authorize a new communication or prove the campaign’s product/channel eligibility. Actual privacy, provider and cannabis-promotion requirements retain their own review.
Choose DROPS when identifiable customer-linked order records should support a clearer reporting conversation. Explore DROPS.ST and the shop demos with fictional event and order references. Ask what each measure means before turning an association into a growth promise.