Did sales grow because of price, volume, or product mix?

For each product and period, record net revenue and the corresponding units. Use the same treatment of discounts, cancellations, taxes, returns, and currency on both sides. A bundle and a single unit are not comparable until their unit definition is clear. Keep products added or retired during the period in separate groups.

Calculate realized unit price as net revenue divided by units for each product. That is an average realized price, not necessarily its list price. A promotion or changing customer mix can move it. Check for zero or negative unit counts before dividing, and investigate returns rather than hiding their signs.

In the first period, Product A sells 100 units at $10 and Product B sells 100 units at $20. Total revenue is $3,000 for 200 units, an average of $15. In the second period, A sells 50 units at $10 and B sells 150 at $20. Revenue is $3,500 for the same 200 units, an average of $17.50.

Revenue grew $500, or about 16.7%, without a price increase or a change in total units. The product mix changed from half B to three-quarters B. A business-wide average price comparison cannot distinguish that from changing prices within products, so keep the SKU-level detail.

For a reproducible convention, first change total units while holding the old mix and prices fixed. Then change the mix at the new total volume while keeping old prices. Finally change prices at the new product quantities. The three movements add to the total revenue difference when the product set and definitions align.

In the simple example, the volume effect is zero because total units stay at 200. The mix effect is $500, and the price effect is zero. If B's second-period realized price instead becomes $22, its 150 units add a further $300. Ending revenue becomes $3,800, with a $500 mix effect plus a $300 price effect.

A newly introduced product has no prior price or prior mix share. Report its revenue separately rather than inventing a baseline price to force it into the existing-product bridge. Do the same for discontinued products and unmatched SKU codes. Reconcile those groups with the matched-product bridge to the complete revenue change.

Excel SUMIFS can aggregate net revenue and units by SKU and period before the decomposition. Never average row-level unit prices without considering their unit weights. The average versus median guide explains why a summary statistic can answer a different question from the one a reader assumes.

A favorable revenue mix does not prove a favorable profit mix. The premium product may have higher fulfillment costs, returns, or acquisition costs. Run the same review on contribution where cost data are available, with the cost definition beside the result. A product's share of sales is not its share of profit.

Compare the result with the Shopify profitability example, or start a free analysis with a product export. Check the source rows and conventions before presenting a pricing conclusion. The bridge reconciles what changed; explaining why customers changed their choices requires additional evidence.