Conversion Rate

Conversion rate (CVR) estimation, predicting the likelihood of a user completing a desired action (e.g., a purchase after clicking an ad), is crucial for optimizing online advertising and retail analytics. Current research focuses on addressing challenges like data sparsity and delayed feedback through techniques such as federated learning (allowing collaborative model training without sharing raw data) and counterfactual learning (mitigating biases in observational data). These advancements improve the accuracy and efficiency of CVR prediction, leading to better targeted advertising, more effective marketing strategies, and ultimately, increased revenue for businesses.