Step 5 of 5 on the chain
Attributable lift
The part of an improvement the change can actually be credited with: the gap between how the affected group moved and how the control moved.
Why it matters
Always smaller than the headline number, and the only part worth claiming. A renewal conversation survives it; the raw before-and-after does not.
What goes wrong
Reporting the raw change is the standard practice and the reason so much marketing measurement is disbelieved internally. A finance team that has seen one inflated number discounts every number after it, including the honest ones.
Next to this
- Control groupIn this context, the leads that never came from the channel you changed.
- CounterfactualWhat would have happened without the change.
- Permutation testDealing the same deals into before and after at random, over and over, and counting how often chance alone produces a gap as large as the real one.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.