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)pCTR=p(click|impression)pCTR=p(click∣impression)CVR

ConVersion Rate. 转化率.

pCVR=p(conversion∣click,impression)pCVR=p(conversion|click,impression)pCVR=p(conversion∣click,impression)CTCVR

pCTCVR=p(click,conversion∣impression)=pCTR∗pCVRpCTCVR=p(click, conversion|impression)=pCTR*pCVRpCTCVR=p(click,conversion∣impression)=pCTR∗pCVR

参考

paper, Entire Space Multi-Task Model: An Effective Approach for Estimating Post-Click Conversion Rate

dataset, Ali-CCP：Alibaba Click and Conversion Prediction