Prioritize prospects whose value truly increases because of your ads, not just those likely to buy anyway. Learn how uplift, experiments, and CLV weighting align spend to profitable growth.
Uplift modeling ranks users by ______.
their AOV alone
their impressions served
their baseline propensity to convert regardless of ads
their incremental effect from treatment (who changes because of the ad)
The most reliable way to validate uplift model impact is to run ______.
a last‑click attribution comparison
a creative pre‑test
a view‑through only study
a randomized holdout/control experiment
Which metric is specifically designed to assess uplift ranking quality?
Mean Absolute Error
PSI
Qini (or AUUC)
ROC‑AUC
To align acquisition with downstream value, you should weight the target by ______.
CTR
time on site
predicted lifetime value (CLV) or contribution, not a flat conversion value
impressions
A classic uplift pitfall is over‑targeting ‘sure things.’ Who should be prioritized instead?
Persuadables whose probability or value increases with treatment
Sure things who would buy anyway
Do‑not‑contacts who churn if targeted
Lost causes who never convert
Which platform capabilities are commonly used to measure incrementality at scale?
Cookie‑based multi‑touch alone
Modeled view‑through only
Built‑in conversion lift tests (e.g., platform holdouts)
Creative AB without holdout
Models for heterogeneous treatment effects used in uplift include ______.
k‑means clustering only
simple linear regression only
causal forests and related uplift trees
PCA only
When multiple offer levels exist (e.g., 5%, 10%, 15% off), uplift modeling can be extended to ______.
select both whom to target and which treatment level to assign
rank creatives only
select only the channel
ignore treatment differences
Which bidding strategy best aligns spend to high‑value customers in paid media?
Maximize impressions
Maximize clicks
Target CPM
Value‑based bidding that optimizes for conversion value or CLV
To translate uplift into business impact, you should compute incremental profit as ______.
impressions × CTR
incremental conversions × CLV (or contribution) minus incremental media cost
gross conversions × AOV
total sessions × CVR
Starter
Good start—review the core definitions and formulas, then retake the quiz.
Solid
Nice work—tighten your grasp of edge cases and benchmarking nuance.
Expert!
Outstanding—your CLV and cohort analysis instincts are on point.
