How is lift is actually calculated ?

[YogitaBist]

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)*100

https://marketing.adobe.com/resources/help/en_US/tnt/pdf/Test&Target_reporting_calculations.pdfhttps...

As 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 ?

Regards

Yogita

[ParitMittal · Accepted solution]

Hi Yogita,

The conversation rate displayed on the interface are rounded of to 2 digits However  the lift calculated at the back end from CR ( Control) & CR (Alternative) are not rounded of two digits

Let's say that CR( alternative) =0.16543 %= 0.17 %( rounded off) 

CR (Control)= 0.09992 %=0.10 % (( rounded off) )

Hence

Lift =(0.16543-0.09992)/0.09992=65.56 %

However when rounded off= (0.17-0.10)/0.10= 70 %

Thanks & Regards

Parit Mittal

[YogitaBist]

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%. 

Regards 

Yogita