Lift

Lift is a measure used in marketing to evaluate how much more likely a customer is to take a specific action—like making a purchase—when exposed to a particular marketing effort compared to the average. It quantifies the strength of the association between an activity (like seeing an ad) and a result. A lift value above 1 indicates the activity increases the chance of the result, while below 1 suggests it decreases it. Essentially, lift helps determine the effectiveness of marketing strategies by revealing how much they influence customer behavior beyond random chance.