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#STATISTICAL CALCULATIONS MEANING PDF#

More simply, Lift(Experience N) = (Performance_Experience_N - Performance_Control)/ Performance_Control

Where the individual conversion rates are as defined above. The lift between an experience ν, and the control experience ν 0 is the relative “delta” in conversion rates, defined as After confidence passes the threshold, the arrow is green or red based on a positive or negative lift. The arrow displays in grey until the confidence passes 95%. The number represents the average of the range of the lift bounds, and the arrow reflects if the lift is positive or negative. The following illustration shows Lift and Confidence Interval of Lift in a Target Report.

When the campaign is a conversion rate campaign (i.e., the conversion metric is binary), the standard error reduces to: Where an unbiased estimate of the sample standard deviation is used: Where the standard error for the mean is defined as Target always reports a 95% confidence interval, which means that in the end, 95% of confidence intervals calculated include the true conversion rate of the experience.Ī 95% confidence interval of conversion rate μ ν is defined as the range of values: To quantify the uncertainty in this estimate, Target uses a confidence interval. When running experiments, the conversion rate for a given experience is an estimate of the “true” conversion rate. The confidence interval of the conversion rate is intuitively defined as range of possible conversion rates that is consistent with the underlying data.

If Activity Impressions is used as the counting methodology, each unit is a unique impression defined as each time a visitor loads any page of the activity.Ĭonfidence Interval of Mean/Conversion Rate.

When the sessionId changes, or the visitor reaches the conversion step, a new visit is counted.

If Visits is used as the counting methodology, each unit is a unique visit defined as a unique participant in an experience during a Target session (with a unique sessionId).

If Visitors is used as the counting methodology, each unit is a unique visitor defined as a unique participant in the activity for the life of the activity.

The sum over units i depends on the choice of counting methodology. Y iν is the value of the metric for each unit i, that has been assigned to a given experience ν. The conversion rate or mean, μ ν, for each experience ν in an experiment is defined as a ratio of the sum of the metric to the number of units assigned to that metric, N ν: Given that 124 Visitors saw the experience, this equates to 32/124 = 25.81%. For example, the first line shows that for Experience A: the Conversion Rate is 25.81% with a Confidence Interval of ☗.7% and 32 conversions were recorded. The following illustration shows Conversion Rate, Confidence Interval of Conversion Rate, and the number of Conversions in a Target report. Conversion Rate and Revenue Per Visitor (RPV) Campaigns The following section explains the calculations used in the previous illustration.

#STATISTICAL CALCULATIONS MEANING PDF#

The information in this article replaces the Adobe Target Calculations for A/B Testing pdf file that was previously available for download on this site.