Penetration Calculator

How to read the result

Penetration is a count, not an outcome. It tells you how often a product was sold and nothing about whether it fit the customer or whether it stayed sold. A store with rising penetration and a rising cancellation rate is not improving, so read these figures next to your chargeback report before drawing a conclusion.

Products per deal is the more revealing number of the two. Two stores at the same penetration on one product can differ substantially in how many customers saw a full menu, and products per deal is where that shows up.

The denominator decides everything

The single most common reason two penetration figures cannot be compared is that they are counting different things. Cash deals, wholesale transactions, and fleet units are included by some stores and excluded by others, and the choice moves the result by several points without anything about performance changing.

Pick a basis, write it down, and use it every month. Comparing your own trend on a consistent basis is far more useful than comparing your number to a published benchmark that was calculated some other way.

What to do with a low figure

Read it per product rather than in aggregate. Low penetration on one product while the others are healthy is usually a presentation or product-knowledge problem specific to that product, which is addressable. A uniformly low result across everything is more often a process problem, meaning the menu is not being presented consistently to every customer.