Complete reference for all KPIs used across the xFalcon AnalyticsPro Falcon Food & Snacks dashboard suite
Important Notes
Trade Spend Data: Trade Spend and Promotion data covers 2020–2024 only. 2025 data is not yet available.
Household Panel: Household Penetration and Repeat Purchase Rate metrics use a separate household panel of 80K households and are not directly comparable to POS customer data.
Active SKUs: Always filter IS_ACTIVE=1 to exclude discontinued SKUs when calculating revenue, volume, and margin metrics.
Trackable Channels: When calculating market share and total revenue benchmarks, filter IS_TRACKABLE=1 in DIM_CHANNEL to avoid estimation bias.
Period Definitions: "Current Period" defaults to the latest calendar month; "Prior Period" defaults to the same month one year ago unless otherwise specified.
Rounding: All percentages are rounded to two decimal places. YoY comparisons use actual (not growth-adjusted) values from equivalent periods.