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.
  p C T R = p ( c l i c k ∣ i m p r e s s i o n ) pCTR=p(click|impression) pCTR=p(click∣impression)
• CVR
  ConVersion Rate. 转化率.
  p C V R = p ( c o n v e r s i o n ∣ c l i c k , i m p r e s s i o n ) pCVR=p(conversion|click,impression) pCVR=p(conversion∣click,impression)
• CTCVR
  p C T C V R = p ( c l i c k , c o n v e r s i o n ∣ i m p r e s s i o n ) = p C T R ∗ p C V R pCTCVR=p(click, conversion|impression)=pCTR*pCVR pCTCVR=p(click,conversion∣impression)=pCTR∗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