Why do you have to sum uplift revenue to calculate uplift?

Why do you have to sum uplift revenue to calculate uplift?

Last edited date: @01/03/2023

Even though the division of traffic between PriceGenius and Benchmark samples in PriceGenius is fully random (based on the Math.random JavaScript function), the division is never exactly the same each day, especially when comparing numbers with precision of a few places after the decimal.

When we combine this with the fact that rCPMs can vary from day to day, we may end up with incorrect uplift results when we take the average rCPM of the entire PriceGenius traffic and compare it with Benchmark. The result may be both higher and lower than the actual result; there is no rule for that.

To help you understand this better, we have prepared a simple Excel simulator:

The detailed explanation to this phenomena is written directly in the file.