What does "Lift" measure in Adobe Target?

Lift measures the increase in performance associated with a variant experience compared to a baseline or control experience. This concept is critical in optimization, as it allows marketers and analysts to understand the effectiveness of changes made in a campaign or test. By assessing lift, users can gauge not just whether a change is statistically significant, but also how much better (or worse) the variant performs in achieving key metrics such as conversion rates, revenue, or other predefined goals. This quantification of performance helps in making informed decisions on whether to implement, adjust, or discontinue a variant. It is a fundamental aspect of the testing process in Adobe Target, ensuring that the chosen strategies lead to measurable business outcomes.