In the spreadsheet, Search$\_$Ad$\_$Keyword$\_$Analysis$\_$rev.xlsx$,$ the results of a search advertising campaign conducted by Brita are presented. Assume that the contribution margin is $35\%$ of sales revenues.

The spreadsheet also presents in column G the percentage of the conversions that were found to be incremental through A$/$B testing. For each keyword and for the total campaign, compute the incremental metrics of Incremental Purchases $($Conversions$),$ Revenue from Incremental Conversions, Incremental Profit, Incremental ROAS, and Effective CPA $($based on incremental purchases$).$ Assume that the average revenue per incremental purchase is the same as the average revenue for all purchases.