> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/audiences/conversion-lift.md). # Conversion lift What lift measures on a conversion report — conversions among people exposed to your ads vs. those not exposed, and when it's significant. **Lift** on your [conversion metrics](/primer/audiences/conversion-metrics.md) measures whether people who saw your ads convert at a higher rate than people who didn't. It's computed separately for the two funnel stages — **pageviews** and **leads** (form fills). ## What lift compares Lift compares two groups for the same audience over the report's [attribution window](/primer/audiences/conversion-metrics.md#attribution-window): * **Exposed conversions** — conversions among people who were exposed to your ads. * **Not-exposed conversions** — conversions among people who were not. If the exposed group converts more, you have positive lift: the ads are associated with more conversions than you'd see without them. ## Is the lift significant? Alongside the lift figure Primer reports a **p-value** — a measure of statistical significance. A small p-value means the difference between the exposed and not-exposed groups is unlikely to be chance; a large one means you don't yet have enough data to trust the result. Treat lift with a high p-value as directional, not conclusive, and let the audience run longer to gather more conversions. ## How lift is displayed The display depends on whether there's a not-exposed group to compare against: * When there **are** not-exposed conversions, lift is shown as the **ratio** of exposed to not-exposed conversions. * When there are **none**, Primer falls back to a **per-100k** normalized value instead of a ratio (you can't divide by zero). Either way, a higher number means the exposed group converted more. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://support.sayprimer.com/primer/audiences/conversion-lift.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.