Scaling? What does that conversion really cost

The "incremental" cost per conversion

I used to hate the word ‘incremental.’ I remember when I first heard it – from someone at an agency when I was in-house.

It felt like marketing jargon, and once I learnt why they were saying it, I thought it was redundant. “I know when we increase spend conversions go up” was my gut response.

Fortunately in the 12 years since that moment, my thinking has…