How is lift is actually calculated ?

Question

Hi,I have observed that in the results dashboard the lift is not accurate across many experiments. According to Adobe help documents lift is = CR(Alternative)-CR(Control)/CR(Control)*100https://marketing.adobe.com/resources/help/en_US/tnt/pdf/Test&Target_reporting_calculations.pdfhttps://marketing.adobe.com/resources/help/en_US/tnt/pdf/Test&Target_reporting_calculations.pdfAs per the formula : [(0.17%-0.10%)/0.10%]*100 should be 70%However it shows : 64.44% (Refer attachment).Is there any other factor involved in the calculation ? RegardsYogita

ParitMittal · Accepted Answer

Hi Yogita,The conversation rate displayed on the interface are rounded of to 2 digits Howeverthe lift calculated at the back end from CR ( Control) & CR (Alternative) are not rounded of two digitsLet's say that CR( alternative) =0.16543 %= 0.17 %( rounded off)CR (Control)= 0.09992 %=0.10 % (( rounded off) )HenceLift =(0.16543-0.09992)/0.09992=65.56 %However when rounded off= (0.17-0.10)/0.10= 70 %Thanks & RegardsParit Mittal

YogitaBist · Answer

Hi Parit,Thanks a lot for the explanation.But isn't 5% quite a difference. Round off of 64.44%should come to 65% instead of 70%.RegardsYogita

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