The Incremental impact refers to the contribution (in monetary terms) of each funnel step to the overall revenue anomaly on the reporting date and is calculated by the Funnel Explainer Agent (FEA).

In more detail, the FEA performs a simulation to evaluate each step’s hypothetical contribution to the revenue, assuming the contribution/performance of the other steps remained unchanged. The hypothetical contribution is compared against the actual performance to express each step’s incremental impact.

The sum of the incremental impacts equals the difference between the actual revenue and the baseline revenue of the reported product category.