What is lift in marketing?
Lift is the percentage difference between the result of a group exposed to marketing and a control group that wasn't. To find it, subtract the control rate from the test rate, divide by the control rate, and multiply by 100.
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How to calculate Lift
Subtract the control group's conversion rate from the test group's rate, divide by the control rate, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why lift matters
Lift tells you how much a campaign changed behavior. A 25% lift in conversion rate says the exposed group converted at a rate a quarter higher than it would have without the ads.
Because it compares against a control, lift reflects what the marketing did, not what would have happened anyway.
Reading lift correctly
Lift is relative. Going from 4% to 5% is a 25% lift, but only one percentage point of absolute change. Report both so readers can judge size.
Check statistical significance and the confidence interval too. A lift that could be noise shouldn't drive a budget decision.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate lift?
Subtract the control rate from the test rate, divide by the control rate, and multiply by 100. For example, a 5% test rate and a 4% control rate give (5 minus 4) divided by 4, or 25% lift.
What is a good lift?
There's no standard number. A small lift on a large audience can be very valuable, while a large lift on a small one may not matter, so judge it against cost and statistical confidence.
Can lift be negative?
Yes. A negative lift means the exposed group did worse than the control, which can point to a problem with the creative or targeting.
What is the difference between lift and incrementality?
Incrementality means the outcomes marketing caused. Lift often expresses the incremental difference relative to the control result. An incremental conversion share instead divides by the test result. State the denominator and normalization method, since labels vary between tools.
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