This tool will help you calculate the probability that the outcome of a marketing campaign has been successful. It uses a similar method to A/B testing.

You have two actions; you’ll need to have measured the receivers of each action and the conversion rates for each group to obtain the probability of success.

It makes use of a statistical test called Fisher Exact Test, intended to analyse association between two categories.

**Action receivers** are the total number of users or clients that have been exposed to either campaign (i.e. A or B) or, alternatively, have been exposed (A) or not (B) to the campaign.

**Conversions** are the number of users or clients for each group (A and B) that have converted or fulfilled according to our target (eg. sales, subscription).