Result
Uplift
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Uplift = (result with campaign − baseline) ÷ baseline × 100%. It's the gain that can be attributed specifically to the campaign, not to the overall trend that would have happened anyway.
The quality of this calculation depends entirely on how honest the baseline is as a model of "what would have happened without the campaign." Comparing against the same period before launch understates or overstates the effect whenever there's seasonality or organic growth in the business — part of the change gets credited to the campaign even though it would have happened regardless.
The most reliable way to get an honest baseline is a control group that never saw the campaign at all, under otherwise equal conditions — the same logic used in A/B testing. Without a real control, uplift should be treated as an approximate estimate, not a precise measurement of effect.