Percent Change (Lift)?



Ah, percent change, the true ruler of the marketing kingdom, determining which channel is worthy of the crown. I mean, who needs actual sales numbers when you can just compare the lift percentage of two campaigns and call it a day? So, let’s bow down to the almighty percent change and let it lead us to the promised land of conversion optimization.

What is Percent Change (Lift)?

Percent change, also known as lift or relative change, is a statistical measure that compares the difference between two values as a percentage of the original value. It is often used to measure the impact or effectiveness of a marketing campaign or a change in a website or product.

Difference between Percent Change (Lift) and Conversion rate?

Percent change (lift) and conversion rate are two different metrics used in analyzing the success of a marketing campaign. While conversion rate measures the percentage of visitors who take a specific action on a website, percent change (lift) compares the performance of two different time periods to show the increase or decrease in a specific metric.

How Do You Calculate Percent Change ( Lift)

To calculate percent change, you first subtract the original value from the new value and divide the result by the original value. This gives you the proportion of change as a decimal. You can then multiply this decimal by 100 to convert it into a percentage.

For example, if the original value was 100 and the new value is 120, the percent change can be calculated as follows:

Percent change = ((120 – 100) / 100) x 100 = 20%

This means that the value has increased by 20% compared to the original value.

Percent change is important because it allows you to measure the impact of a change or intervention relative to the original value. It can be used to track the performance of marketing campaigns, website optimizations, or product improvements. By measuring the percent change, you can determine whether the change has significantly improved or if further adjustments are necessary.

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