Incremental Sales measures the contribution of your marketing efforts to increasing sales revenue.
This KPI emphasizes the close relationship between sales and marketing, and how that relationship benefits the organisation. Marketing attracts qualified leads, and sales converts those leads into paying customers (which, hopefully, become brand advocates to further fuel marketing efforts).
The incremental sales KPI is one of the most consistent ways to measure the marketing ROI as it demonstrates new revenue that can be directly attributed to a marketing campaign.
The problem for marketing teams is that campaigns may generate new leads or sales indirectly. For example, a banner campaign with a large volume of impressions may encourage people to complete what is called a “view through conversion.” This means that a visitor may see an ad, visit the website in a separate browser tab or window, and then complete a goal without actually clicking on the banner ad. The result is the same, but the path and credit for the completion are very different.