Incremental revenue
Incremental revenue is a prediction of the change in revenue generated by the campaign. It can be calculated as the multiplication of the campaign’s Revenue Per Visitor (RPV) uplift relative to the control, the control RPV, and the campaign visitor count. Because the control RPV is unaffected by the campaign, this leaves two main levers to increase incremental revenue: increase the RPV uplift by fine-tuning your campaign or expose it to more visitors by increasing its visibility.