What is Incremental Revenue? Meaning, Example, 10 Facts

Additional revenue is the sales generated by an increase in amount sold. Calculating incremental revenue requires defining a revenue level as a starting point and then evaluating changes from that point. Continue reading to learn all you need to know.

What is Incremental Revenue?

The financial phrase incremental revenue can be used in a variety of contexts. In its basic form, it simply refers to the higher sales income resulting from a certain sales rise.

It may also refer to the increased return generated by one investment decision relative to another. It can refer to the process of generating more money from the same consumer or transaction in terms of marketing and planning.

What is Incremental Revenue?

Economically speaking, incremental revenue is synonymous with the idea of marginal revenue. Marginal revenue is the incremental revenue that would be generated by selling one extra unit over the existing sales levels.

Incremental revenue is the total incremental revenue generated by a given sales increase. It must be divided by the number of additional sales in order to calculate marginal revenue.

It may appear that marginal or additional revenue would be equivalent to the existing pricing, but this is not the case. This is because marginal revenue is calculated based on the assumption that underlying demand remains constant.

Therefore, from an economic sense, prices must decrease in order to increase sales. Practically, more sales may involve selling more to the same consumer, who then qualifies for or negotiates a volume price.

A second definition of incremental revenue includes comparing various investment opportunities. The word simply refers to the difference in the returns of two options.

When making an investment choice, this comparison might be historical or based on projections. When considering numerous choices, it is common practice to weigh the incremental revenue to the greater risk associated with one option over another.

In a corporate setting, this form of revenue can refer to the acquisition of increased revenue without any or a major increase in expenditures. Airlines with variable pricing based on when clients book are an example of a company that does this without increasing costs.

The airline may establish a minimum price at which it will sell a seat. If a consumer makes a later reservation and pays a higher price for a seat, the additional money called incremental revenue.

What is Incremental Revenue?

Also applicable in situations where both expenses and earnings increase. A movie theater, for instance, will always get at least the price of a ticket from a consumer. It may also generate additional cash by selling popcorn and beverages.

In this scenario, the movie theater’s expenses are higher, but so are its income and profits. It may even be feasible to generate more money from a particular transaction, such as by upselling a drink such that the client pays more for a larger serving size.

The difference between marginal and incremental revenue

Both incremental revenue and marginal revenue compute sales, however the amount of sales considered varies between the two. Incremental revenue focuses on revenues created by several units, whereas marginal revenue analyzes the profits earned by the sale of a single more unit.

Although both sources of income can be used to inform business choices, marginal revenue estimates have a more limited reach. Increasing revenues provide a broader view of the earnings a company makes depending on what it produces and sells.

For instance, a car firm may wish to monitor the incremental income generated by the sale of one extra vehicle to fulfill its year sales total. If they were interested in incremental income, they could monitor the earnings from the sale of 70 extra automobiles.

How to calculate incremental revenue

The calculation for incremental revenue is as follows:

Incremental revenue = number of units x price per unit

Use the following procedures to determine incremental revenue:

  • Determine the quantity of products sold during a time of expansion.
  • Determine the selling price of each unit during a time of expansion.
  • Multiply the quantity of units by the unit price.
  • The outcome is increased income.
  • This statistic may now be used to make business choices and compare additional revenue versus incremental expenses.

You may also use various formulas to determine if your company’s sales profits are sufficient.

What is Incremental Revenue?

Advantages of Incremental Revenue

  • They give proof of the marketing efforts’ return on investment.It has tremendous potential for determining how much should be spent on marketing and other PR initiatives to create more income.For a firm to generate profits, sales volumes and marketing efforts must be determined by incremental revenue.

Incremental Revenue Formula

The formula is represented as below,

Incremental Revenue = No. of Units x Price per Unit

Examples of incremental revenue calculations

Here are some instances of finding and utilizing additional income for product sales, marketing, and investing:

Example 1

Go Walk Shoes desires to quantify the incremental revenue of their new running shoe throughout the first quarter’s sales growth. Between July and September, 20,000 Trail Tech Sneakers were sold, according to the CFO.

They also highlight that the sneaker’s retail price at that time period was $60. The CFO divides the number of shoes sold (20,000) by the price per shoe ($60) in order to get the incremental revenue total of $1,200,000.

Now, the CFO determines that the firm can boost manufacturing of the Trail Tech Sneaker for the next quarter. They inform the marketing department of the shoe’s performance and request that a portion of their budget be allocated to a minor advertising campaign targeted to increase shoe sales over the next three months.

Example 2

A software business began a two-month advertising campaign to encourage the purchase of its anti-virus software. As a result, the organization’s sales increased. The marketing team want to assess the campaign’s return on investment.

The senior marketing manager examines sales records to determine the increased number of units sold from the previous year, which was 5,000. They highlight that each download of the program costs $39 dollars.

They multiply the number of additional units sold by the price of the program to determine the incremental value, which is $195,000. The team may now compare the $195,000 in extra income to the amount spent on marketing to evaluate if the ROI is sufficient to continue the advertising campaign.

Example 3

Over the following year, an investor wishes to enhance their stock portfolio. They analyze market movements and examine stock analysts’ financial analysis papers. Consideration is given to stock A, whose revenue increased by 5 percent over the previous quarter.

They also consider stock B, which has incremental revenue growth of 6%. They decide to purchase stock B since it earned more additional revenue in the previous quarter.

Example 4

Great Taste has just released its new frozen health smoothie, Great Greens, in a test market of one thousand outlets. They desire to assess the product’s success after five months on the market.

What is Incremental Revenue?

According to sales figures, they sold 800,000 pieces over the course of five months. Each unit was sold for $4.50. Great Taste is thrilled to discover that the incremental revenue generated by the product launch is $3,600,000.

They may now compare this to the Great Greens manufacturing expenses to establish the product’s total profit.

Incremental Pricing

When determining whether to accept an offer from a client to sell additional products or services, typically at a discounted price, incremental revenue calculations are performed. The increased price must be sufficient for the seller to maintain a profit.

Marketing Campaigns

Consider incremental revenue when assessing the efficacy of a marketing campaign; a good campaign should create a visible amount of incremental income that would not have occurred had the marketing investment not been made.

New Products

Estimate incremental revenue when determining the sales associated with a product line expansion. Any incremental income gained should surpass the increased cost of introducing new items.

How to Calculate Incremental Revenue for Marketing

If only you had a dollar for each time a member of your marketing team stated that marketing is a “marathon, not a sprint” and that you should view marketing as a supplement, not a painkiller.

If you saved a dollar every time you heard these warnings, you could be able to fund your next marketing effort without batting an eye. This is why you are encouraged by the incremental revenue formula, which allows you to track the performance of a campaign as soon as it closes.

And if you’re very ambitious — and curious — you can activate the incremental revenue calculator to track a campaign in real time.

Calculate Incremental Profit With Ease

The incremental revenue formula provides a method for measuring the return on marketing spend, something your marketing team likely talks frequently but understands may be difficult. The formula determines the amount of income earned by a marketing effort. And unlike other extremely complex formulae, it does not require a master’s degree in mathematics to utilize; it is clear and simple.

  • The incremental income formula is particularly well-suited to display and email advertising campaigns, as well as other direct marketing approaches, for reasons that will become clearer as it is explained.
  • Begin with a baseline number that reflects your sales for a specific period of time, such as a month or quarter, before any marketing efforts. Say your total sales for last month were $75,000.

What is Incremental Revenue?

  • Calculate your new revenue following the launch of a marketing campaign using the same measurement period. Say that this month, after spending $2,000 on an ad banner campaign, your sales hit $95,000.
  • Your incremental revenue is your new sales minus your baseline sales (IR = NS – BS). Therefore, reduce your new sales ($95,000) from your baseline sales ($75,000). Your additional revenue equals $20,000.
  • You may leave it at that, presuming with justification that the influx of marketing was responsible for the soaring income. Alternatively, you may compute your additional revenue calculator, given that the campaign was not free. Subtract the cost of the campaign ($2,000) from the increased revenue ($20,000) to calculate the incremental profit ($18,000).

Home In on Your ROI

Your first impression, that the marketing effort was effective, is reasonable. However, you should go the extra mile to ensure that the campaign merits all the credit. In other words, is it feasible that another action or event led to the increase in sales?

The purpose of this exercise is in no way to undermine your marketing approach. If the campaign merits full credit, it is worthwhile to duplicate. Nevertheless, if calculating your genuine marketing ROI is vital to you, it is as necessary to find other potential contributing elements. A rise in discounts or the closure of a rival might have also contributed to the increase in sales.

Depending on your perspective, it is questions like these that make the profession of marketing so intriguing or baffling. You may desire to evaluate a marketing campaign in real time by running a controlled experiment in order to gain further insight into your evaluation efforts.

As Epom, an ad management business says:

“Real-time incremental income measurement can help you prioritize your marketing strategies and platforms.” Experiments under control give the ideal environment for such measurements.”

Conduct a basic experiment by:

  • The test group should be shown an internet advertisement, whereas the control group should not.
  • Comparing the number of persons in the test group who reply to your advertisement to those in the control group to determine the response time. Repeating this method many times will result in a more accurate evaluation of your campaign.
  • An audience is divided into two groups: the test group and the control group.

The advantage of performing such an experiment in real time is that it enables you to make modifications in real time, as well. You can clarify the text if clients have questions about a promotion’s specifics. Or, if customers respond in big numbers to an offer expiring tomorrow, you may prolong the promotion.

The outcomes of a marketing effort are always susceptible to being skewed by extenuating circumstances. No campaign takes place in a vacuum, with no other activity occurring around it. But you can receive a more accurate assessment of a campaign’s feasibility – and put your next dollar on it, too.


Profit derived from increased sales is the definition of incremental revenue. It may be used to determine the additional income created by a certain product, investment, or direct sale as a result of a marketing effort when the quantity of sales has increased.

Product costs are frequently contrasted to incremental revenue. To produce a profit, businesses attempt to ensure that incremental revenue exceeds incremental costs.

Due to the fact that incremental revenue does not account for overhead expenses, businesses primarily utilize it to examine their total profit margins.

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Pat Moriarty
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