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Uplift Modelling Value Calculator

Work out uplift modelling value instantly with clear inputs, formula shown and shareable results.

About Uplift Modelling Value Calculator

Uplift modelling targets the customers whose behaviour the treatment actually changes, rather than those most likely to convert anyway. The measurable quantity is the difference between treated and control conversion, and only that difference creates value: a campaign converting 14 percent against an 11 percent control created 3 percentage points of genuine incremental effect, not 14.

Formula

Incremental value

uplift = treated rate - control rate; incremental conversions = customers x uplift; value = incremental conversions x value per conversion

Worked example

With the default values below, Uplift Modelling Value Calculator returns Incremental value created of $270,000.00. Change any input above and every figure here is recalculated in your browser.

Inputs used

Conversion rate in the treated groupaccepts 0–100 %
14 %
Conversion rate in the control groupaccepts 0–100 %
11 %
Customers targetedminimum 1
200,000
Value per conversionminimum 0
45

Results

Incremental value created
$270,000.00
Absolute uplift
3.000%
Incremental conversions
6,000
Relative uplift
27.27%

Step by step

  1. 1Values used
  2. 2Incremental value
  3. 3Incremental value created= 270,000.00
  4. 4Absolute uplift= 3.000
  5. 5Incremental conversions= 6,000
  6. 6Relative uplift= 27.27

Assumptions and limits

  • The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
  • Figures are rounded for display to 3 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

Why is a propensity model not enough?

Propensity ranks who will convert, which includes sure things who would have converted without the campaign. Spending on them adds cost with no incremental return.

Do I still need a holdout after deploying uplift models?

Yes. Without an untreated control you cannot observe the counterfactual, and the whole metric collapses into ordinary conversion rate.

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