The "Increase In" figure provides an estimation of the additional revenue (or other selected metric, such as purchases, activity days, or wager) that a campaign generated.
This figure indicates the uplift from what would likely have happened had the campaign not been run at all, as calculated by comparing the response of the test and control groups for the campaign.
For campaigns run without a control group, the "Increase In" metric cannot be calculated.
Read more about this here.
