Incremental Conversions, as a Variant Metric, is the number of extra conversions generated by any group of the campaign. It is calculated by comparing the variant (Var) performance to the control group (CG) performance.
Formula: Var (Conv) - (Var (Imp) x CG (CR))
Below is a sample calculation of Incremental Conversions.
In the example above, you can see the impressions (Imp) and conversions of the variant, as well as the conversion rate of the control group. Placing them in the formula gives the Variant Incremental Conversions displayed in the table below.
Incremental Conversions = Var (Conv) - (Var (Imp) x CG (CR))
Incremental Conversions = 403 - (8,091 x 0,038)
Incremental Conversions = 95,5
