> For the complete documentation index, see [llms.txt](https://docs.drivepoint.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.drivepoint.io/data-integrations/retail-data/sell-through.md).

# Sell-through

Units and dollars sold through to shoppers at each retailer, with price and margin detail.

Sell-through is what shoppers actually bought off the shelf at each retailer. It's the clearest read on real demand for your products in wholesale, retailer by retailer and, where reported, store by store.

**Use it to:**

* See which products and retailers are selling fastest.
* Measure the impact of a promotion by comparing regular, promo, and clearance sales.
* Track returns and net sales, not just gross.
* Watch margin on retail sales, not only revenue.

## Sales metrics

| Metric                          | What it tells you                                         | Notes                                   |
| ------------------------------- | --------------------------------------------------------- | --------------------------------------- |
| **Units sold**                  | Units sold through to shoppers, your core velocity number | Daily, weekly, and monthly              |
| **Gross sales**                 | Sales dollars before discounts and returns                | Reported by most retailers              |
| **Net sales**                   | Sales dollars after discounts and returns                 | Only where the retailer reports net     |
| **Regular sales (units & $)**   | Sold at full, non-promo price                             | Where the retailer splits by price type |
| **Promo sales (units & $)**     | Sold on promotion                                         | Where the retailer splits by price type |
| **Clearance sales (units & $)** | Sold on clearance or markdown                             | Where the retailer splits by price type |
| **Returns (units & $)**         | Units and dollars returned                                | Where the retailer reports returns      |

## Margin metrics

| Metric                        | What it tells you                   | Notes                                                       |
| ----------------------------- | ----------------------------------- | ----------------------------------------------------------- |
| **Gross margin**              | Margin dollars on what sold through | Also split by regular, promo, and clearance where available |
| **Cost of goods sold (COGS)** | Cost of the units that sold         | Also split by price type where available                    |

{% hint style="info" %}
**Retailer or store level.** Sell-through is available for every connected retailer at the banner level. Store-by-store sell-through is available where the retailer reports individual stores.
{% endhint %}

Retail forecasts a partner may share (planned sell-through, planned inbound) are kept separate from these actuals so they never mix into your reported numbers.


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