Description
Multiply treatmentRate - controlRate by exposedCount for incrementalCount, then multiply by unitMargin for marginContribution.
Lift compares an observed outcome with a reference, while a response curve describes an assumed relationship. Neither arithmetic difference alone establishes causal impact.
Multiply treatmentRate - controlRate by exposedCount for incrementalCount, then multiply by unitMargin for marginContribution.
When to use this tool
Use Campaign Net Lift Contribution when you need a supplied uplift or response-curve term.
How to use the tool and how it works
- Enter treatmentRate, controlRate, exposedCount, unitMargin. Use the units and conventions below.
- Run the tool. Correct any format, range, or cross-field input error before interpreting the output.
- Read incrementalCount, marginContribution. Use the output convention below.
Multiply treatmentRate - controlRate by exposedCount for incrementalCount, then multiply by unitMargin for marginContribution.1
| Input field | Meaning and units | Accepted input |
|---|---|---|
| treatmentRate | Treatment Rate | Required. Finite number; minimum 0; maximum 1. |
| controlRate | Control Rate | Required. Finite number; minimum 0; maximum 1. |
| exposedCount | Exposed Count | Required. Safe integer; minimum 0. |
| unitMargin | Unit Margin | Required. Finite number. |
| Output field | Interpretation | Returned shape |
|---|---|---|
| incrementalCount | Incremental Count | Required. Finite number. |
| marginContribution | Margin Contribution | Required. Finite number. |
{
"input": {
"treatmentRate": 0.2,
"controlRate": 0.1,
"exposedCount": 1000,
"unitMargin": 5
},
"output": {
"incrementalCount": 100,
"marginContribution": 500
}
}Limitations and assumptions
- Rates are fractions in [0, 1]; negative lift and margins are allowed, and causal validity or statistical uncertainty is not assessed.
- Inputs must satisfy both the field types and the cross-field conditions above. Invalid input causes an error; a successful false flag or documented placeholder is a different result.
- Numeric calculations use binary floating point unless exact decimal-integer arithmetic is explicitly stated. No hidden measurement tolerance or decimal rounding is added; nonfinite or out-of-contract results are rejected. Numeric signed-zero results are exported as zero.
Alternative or Complementary methods
Use a suitable experimental or observational design and report uncertainty and model assumptions with impact estimates.
References
Similar or alternative tools
- Promotion Uplift Baseline Season Factor
Multiply positive baseline by positive seasonalFactor for adjustedBaseline.
- Marketing Mix One Channel Response Term
Return scale / (1 + (halfSaturation / spend)^exponent) for positive spend, halfSaturation, and exponent, with nonnegative scale.