What is Uplift?
Uplift factor is a metric used to measure how much more effective a campaign is compared to similar situations where the campaign was not shown. It compares the conversion rate of people who saw the campaign’s ad to those who didn’t, but share the same characteristics. This helps to see the actual impact of the campaign on driving conversions.
How it is calculated
It compares the conversion rate in a campaign creative with the conversion rate of impressions that have not served the campaign creative but have the same characteristics. Conversion rate is defined as the percentage of impressions that result in a conversion.
Uplift Factor = (Conversion rate in Creative / Conversion Rate in Placebo)
Where:
Conversion Rate in Creative = (Visits in creative)/(Impressions attributed to creative)
Conversion rate in Placebo = Visits in placebo/Impressions attributed to placebo
Use cases
See how it is used in different types of campaigns