Practice English vocabulary for measuring experiment uplift: treatment groups, marginal lift, relative vs absolute lift, incremental revenue, and lift decomposition.
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What does 'the treatment group saw a 7% uplift in conversion' mean?
Uplift (or lift) is the improvement in a metric for the treatment group relative to the control. A '7% uplift' most commonly means the treatment's conversion rate was 7% higher in relative terms — e.g., control 10%, treatment 10.7%.
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What is 'marginal lift over the control'?
Marginal lift isolates the causal impact of the treatment. If the control converts at 10% and the treatment at 11%, the marginal lift is 1 percentage point (or 10% relative). This separates the treatment's effect from baseline behavior.
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What is the difference between 'relative vs. absolute lift'?
Absolute lift: treatment rate minus control rate (e.g., 12% - 10% = +2pp). Relative lift: absolute lift divided by control rate (2pp / 10% = 20% relative lift). Both matter — absolute lift is easier to understand in business terms; relative lift is useful for comparison across different baseline rates.
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What is 'incremental revenue from the experiment'?
Incremental revenue is the business impact of the experiment: (treatment conversion rate - control conversion rate) × number of users × average order value. This translates statistical significance into a financial justification for the decision.
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What is 'lift decomposition'?
Lift decomposition breaks down the aggregate uplift into contributions from different segments (device, user cohort, geography). It reveals whether the overall lift masks negative lift in some segments, guiding decisions about targeted rollouts.