🧢 Coach T’s Recap
Usage in Tracksuit is based on what people say they use, not what a scanner or sales system records. It won’t match sales data point for point — and that’s the point. Brand health metrics capture perception, and perception is what drives future behavior.
When it comes to sales and brand data, there are a few things to keep in mind:
Unit of measurement: Brand tracking measures the proportion of people (penetration), while sales typically measures value, volume, or frequency. They’re not designed to match point-for-point. Usage tells you about people; sales tells you about transactions.
Consistency over accuracy: People’s recall isn’t perfect, but it’s predictably imperfect (thanks to Tracksuit’s survey methodology). Because we survey consistently every month, you can confidently track Usage trends over time.
Contextual value: Usage data helps make sense of your sales data. In Tracksuit, you can filter between users and non-users to see how perceptions differ across segments — giving you clues about why sales are moving the way they are.
Think of it this way: sales tells you what happened; usage and brand health metrics help you understand why.
How is Usage defined in Tracksuit?
Usage is included in every Tracksuit survey and is always asked within the context of your category. Depending on the category, we’ll tailor the wording (e.g. “used,” “bought,” or “engaged with”) and set a purchase timeframe if relevant, so you can trust the signals in the data.
There are two places in the dashboard where you can see exactly how Usage is asked:
Funnel Overview page: Expand the Usage section to unlock “How is this asked in the survey?”.
💡 Tip The Usage metric is always presented relative to the category (not just your brand funnel).
Survey details page: Expand the Brand Funnel Metrics section to unlock how each funnel metric is asked in the survey
The full picture
Usage isn’t trying to replace your sales reports, it’s there to complement them. Use both together:
Sales shows reality. How many units, how much revenue, and where it came from.
Usage shows perception. How many people say they use you, how that differs across demographic groups, how that compares to competitors, and how it shifts over time.
When you put the two side by side, you get a fuller story: not just what’s happening in the market, but why.