For figuring out what profit you may get from a 1% increase in conversions, use the form with the data you currently have, noting the calculated entries. Then run thru the calculation again and increase the number of conversions by .01 - note the change in Total Profit at the bottom, and other calculated pieces of the form.

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This idea for this metric analysis comes directly from a book by Brian Clifton
'Advanced Metrics with Google Analytics". All mistakes are my own.

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