点击率 ctr 与转化率 cvr

概念定义

在广告和推荐场景中, 用户首先会看到平台给他生成的推荐结果, 称为曝光(impression), 用户会有一定的概率作点击(click), 进入详情页. 若果满意的话会购买产品, 称为转化(conversion).

• CTR
  Click Through Rate. 点击率.
  $pCTR=p(click|impression)$
• CVR
  ConVersion Rate. 转化率.
  $pCVR=p(conversion|click,impression)$
• CTCVR
  $pCTCVR=p(click,conversion|impression)=pCTR\ast pCVR$

参考

1. paper, Entire Space Multi-Task Model: An Effective Approach for Estimating Post-Click Conversion Rate
   
2. dataset, Ali-CCP：Alibaba Click and Conversion Prediction