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 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:

• 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.