Definition of Incremental Revenue

Incremental revenue refers to the additional income generated through a specific marketing campaign or strategy, beyond what would have been earned without it. It is the difference between the revenue achieved with the marketing efforts and the revenue that would have been obtained without those efforts. Essentially, incremental revenue indicates the effectiveness of a digital marketing tactic in driving revenue growth.


The phonetic pronunciation of “Incremental Revenue” is:Ink-ruh-men-tuhl Rev-uh-nyoo

Key Takeaways

  1. Incremental revenue represents the additional income generated through new sales, promotions, or improved strategies that result in increased sales volume.
  2. Businesses can use incremental revenue analysis to optimize their pricing, marketing, and distribution strategies, ultimately leading to better decision-making and increased profits.
  3. It is essential for businesses to consider the costs associated with generating incremental revenue, ensuring that additional revenue exceeds these costs to achieve a positive return on investment (ROI).

Importance of Incremental Revenue

Incremental revenue is an important digital marketing term because it represents the additional revenue generated through specific marketing efforts, beyond what would have been acquired without those initiatives.

This concept is crucial as it helps marketers assess the effectiveness of their campaigns and allocate resources more efficiently, maximizing their return on investment (ROI). By measuring incremental revenue, businesses can identify which strategies are driving conversions, customer retention, and overall growth, enabling them to make data-driven decisions that optimize their marketing mix and drive sustainable business development.


Incremental revenue serves as a key indicator of the effectiveness and potential success of digital marketing campaigns, as it demonstrates the additional income generated as a direct result of these efforts. This metric reflects the difference in revenue before and after introducing a campaign, thereby attributing business growth to the specific marketing strategy.

By closely monitoring incremental revenue, marketers and businesses can make more informed decisions about allocating resources, adjusting strategies, and prioritizing channels that yield better results. It is especially instrumental in optimizing budget allocation and maximizing return on investment (ROI), as companies can quickly identify and discontinue underperforming campaigns and shift focus to more profitable initiatives.

Moreover, incremental revenue is widely employed to test and analyze various marketing components, such as demographic targeting, creative messaging, and offers. By conducting marketing experiments known as A/B or multivariate tests, businesses can compare different campaign variants to understand which drives the most considerable increase in revenue.

This data-driven approach ensures that marketing activities are continuously optimized and refined, leading to a better understanding of the target audience, improved customer acquisition and retention, and ultimately, enhanced business growth. Evaluating incremental revenue offers a valuable insight into the real impact of digital marketing campaigns, enabling businesses to invest more wisely and confidently in their marketing endeavors.

Examples of Incremental Revenue

Email Marketing Campaign: An online fashion retailer sends targeted emails to its subscribers, promoting a seasonal sale. The email campaign results in a 10% increase in sales compared to the same period last year, which can be attributed directly to the email promotions. This 10% increase in sales represents the incremental revenue generated by the digital marketing strategy.

Google AdWords: A local restaurant invests in Google AdWords to target users searching for dining options within their vicinity. After implementing the AdWords campaign, the restaurant sees a 15% increase in online reservations and a subsequent growth in revenue. This growth in revenue is incremental revenue attributed to the digital marketing effort.

Social Media Advertising: A mobile gaming company decides to launch a series of Facebook and Instagram ads targeting potential users by showcasing their newest game. After a month of running the ads, the company sees a significant surge in app downloads and in-app purchases, directly aligned with the ad campaign’s timelines and reach. The additional revenue generated from the increased number of users and in-app purchases is the incremental revenue achieved through the digital marketing strategy.

Incremental Revenue FAQ

What is incremental revenue?

Incremental revenue is the additional income generated by an organization from its decision to implement a new product, service, or project. It is the difference between the revenue before and after taking the action, helping companies evaluate the effectiveness of these changes.

How is incremental revenue calculated?

In order to calculate incremental revenue, subtract the total revenue before implementing a change from the total revenue after implementing the change. This can be represented by the formula: Incremental Revenue = Final Revenue – Initial Revenue.

Why is incremental revenue important for businesses?

Incremental revenue aids businesses in assessing which actions or strategies are most effective for growth and profitability. By analyzing the difference in revenue before and after a given change, a company can make informed decisions about whether to continue investing in that particular approach or consider alternative options.

What factors contribute to incremental revenue?

Several factors contribute to incremental revenue, including product/service changes, marketing campaigns, changes in pricing or discounts, promotions, customer segmentation strategies, capacity expansions, and other operational improvements.

What is the relation between incremental revenue and incremental cost?

Incremental revenue and incremental cost are closely related, as an organization needs to evaluate both when making a decision about whether to implement a new project or strategy. A company should compare the projected incremental revenue against the expected incremental cost of the project, ensuring that the former exceeds the latter for a positive return on investment (ROI). If the incremental revenue does not surpass the incremental cost, it may not be wise to pursue the project.

Related Digital Marketing Terms

  • Attribution Modeling
  • Return on Ad Spend (ROAS)
  • Customer Lifetime Value (CLV)
  • A/B Testing
  • Conversion Rate Optimization (CRO)

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