What does gross lift measure in prospecting initiatives?

• A. The total budget allocated to a campaign
• B. The cost per click
• C. The historical performance baseline
• D. The increase in revenue or conversions attributable to a campaign; used to assess ROI and justify spend

Answer: (D)

Gross lift in prospecting initiatives measures the increase in revenue or conversions attributable to a campaign, showing the campaign's incremental impact over the baseline. You determine lift by comparing what happened during the campaign to what would have happened without it, and the difference is the uplift the campaign generated. This is why it’s used to assess ROI and justify spend: it ties the extra results directly to the campaign costs and shows whether the investment produced tangible gains. It’s not about the total budget, the cost per click, or simply the historical baseline—the lift reflects the added performance the campaign drove. For example, if baseline revenue is $100k and the campaign brings in $130k, the lift is $30k, which you then weigh against campaign costs to judge profitability.