Kampagnen-Lift (Campaign Lift)

1 · Business-Frage

Hebt eine Test-Kampagne wirklich die Conversion-Rate gegenueber einer Kontrollgruppe (Incrementalitaet)?

2 · Query (SQL)

SELECT
  test_group,
  COUNT(DISTINCT user_id) AS users,
  COUNT(DISTINCT CASE WHEN purchased THEN user_id END) AS converters,
  ROUND(100.0 * COUNT(DISTINCT CASE WHEN purchased THEN user_id END)
        / NULLIF(COUNT(DISTINCT user_id), 0), 2) AS cvr_pct
FROM amazon_sponsored_ads
GROUP BY test_group;
-- Lift % = cvr(test) - cvr(control) over the two test_group rows.

3 · Interpretation

Ein Lift nahe 0 bedeutet: die Conversions haetten auch ohne Kampagne stattgefunden (nicht inkrementell). Nur signifikant positive Lifts rechtfertigen Scaling.