Media cost divided by the conversions a campaign caused, as measured by a lift test, rather than the conversions it was credited with. iCPA is always higher than attributed CPA and is the number that should decide budgets. Incremental ROAS (iROAS) is its revenue counterpart.
Related terms
Cite this entry:
Agency Echelon. "Cost Per Incremental Conversion." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/cost-per-incremental-conversion/