Lift Analysis lets you compare a Control Funnel to one or more Variant Funnels to measure impact.
To run a Lift Analysis:
Click the Lift Analysis button above the Funnels table
Select 1 funnel as your Control
Select 1+ Variant funnels
Click Compare
You’ll see an updated table with your control and variant funnels. You’ll also see a new column, Lift.
Lift = ((Variant CR – Control CR) ÷ Control CR) × 100
Use Lift Analysis to:
Measure A/B test impact
Compare campaign or content variants
Prove improvements in funnel progression
You can also save Lift comparisons as Custom Views.
Important: Lift Analysis does not automatically calculate statistical significance.
While Lift shows the relative percentage difference between your Control and Variant funnels, whether this difference is statistically significant depends on factors such as:
Funnel sample size (number of users in each funnel)
Conversion rate variance
Confidence threshold (e.g. 95%)
Because you can compare any funnels, some comparisons may not have enough data to produce reliable results.
Best Practice:
Use Lift Analysis for directional insights.
For formal A/B testing, ensure a large enough sample size or use an external statistical significance calculator.
When in doubt, consult your CSM for guidance.