Choosing your primary metric

Your primary metric determines how liftstack evaluates variant performance and produces verdicts. Choose the metric that best reflects your business objective for this campaign.

Revenue per exposure

The gold standard for e-commerce. Measures the average revenue generated per recipient, accounting for both conversion rate and order value differences. Requires conversion tracking with order values.

Conversion rate

Use when you have conversion tracking but not order values, or when all conversions have similar value. Provides a clear signal about which content drives action.

Click rate

Fastest signal after open rate. Use for CTA testing or when downstream conversion tracking is not yet configured.

Open rate

Fastest signal overall (minutes to hours). Use for subject line testing. Remember that Apple MPP inflates absolute numbers, but relative comparisons remain valid.