Uplift is a measurement of the effectiveness of a campaign, where the behaviour of the recipients (target group) is compared with that of a control group.
You'll see uplift percentages when you view a single campaign in the Campaigns report.
How uplift is calculated
- Calculate the average spend per member for the control group.
- Calculate the average spend per member for the target group
- Multiply both by the number of target-group members to get the following:
- An estimate of the total spend if we hadn't sent the campaign to the target group
- The actual total spend for the target group
- Calculating the percentage difference between the two numbers gives us the uplift.
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