Enter campaign data
Use audience sizes and conversion counts from a control group and a treatment group. Add order value and campaign cost for commercial impact.
Formula used
This calculator compares the treatment conversion rate against the control conversion rate, then expands the result into commercial and statistical metrics.
Control Rate = Control Conversions / Control Audience
Treatment Rate = Treatment Conversions / Treatment Audience
Absolute Lift (points) = (Treatment Rate - Control Rate) × 100
Lift Percentage = ((Treatment Rate - Control Rate) / Control Rate) × 100
Incremental Conversions = (Treatment Rate - Control Rate) × Treatment Audience
Incremental Revenue = Incremental Conversions × Average Order Value
Estimated ROI = ((Incremental Revenue - Campaign Cost) / Campaign Cost) × 100
The significance section uses a two-proportion z-test to estimate whether the observed difference is likely due to random variation.
How to use this calculator
- Enter the total audience size for the control group.
- Enter the number of conversions generated by the control group.
- Enter the total audience size for the treatment group.
- Enter the number of treatment conversions recorded during the test.
- Add average order value to estimate incremental revenue impact.
- Add campaign cost to estimate net impact and ROI.
- Click Calculate Lift to show the result above the form.
- Use the CSV or PDF buttons to export the result summary.
Example data table
| Control Audience | Control Conversions | Treatment Audience | Treatment Conversions | Average Order Value | Campaign Cost | Lift % | Incremental Revenue | Estimated ROI |
|---|---|---|---|---|---|---|---|---|
| 10,000 | 420 | 10,000 | 510 | $45.00 | $2,200.00 | 21.43% | $4,050.00 | 84.09% |
| 8,500 | 340 | 8,700 | 372 | $32.00 | $1,400.00 | 7.03% | $1,024.94 | -26.79% |
| 12,000 | 660 | 12,300 | 738 | $58.00 | $3,600.00 | 9.09% | $4,524.00 | 25.67% |
Frequently asked questions
1. What does lift percentage measure?
Lift percentage measures how much better or worse the treatment group performed compared with the control group, relative to the control conversion rate.
2. Why use a control group?
A control group gives you a baseline. Without it, changes in conversions may come from seasonality, traffic quality, or random variation instead of the campaign.
3. What is absolute lift?
Absolute lift is the direct difference between treatment and control conversion rates. It is shown in percentage points, not relative percent change.
4. Can lift be negative?
Yes. Negative lift means the treatment group converted at a lower rate than the control group, suggesting the campaign or variation may have hurt performance.
5. Why include average order value?
Average order value helps convert incremental conversions into estimated revenue, making the result more useful for budget, profitability, and investment decisions.
6. What does the p-value show?
The p-value estimates how likely the observed difference happened by chance. Lower values suggest stronger evidence that the treatment changed performance.
7. Is a high lift always profitable?
No. A campaign can create strong lift but still lose money if acquisition costs are too high or incremental revenue is too low.
8. When should I scale a campaign?
Scale when lift is positive, statistically supported, commercially profitable, and consistent across enough audience volume to reduce decision risk.