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Why is there a negative number displayed in the uplift columns?

If there is a negative number displayed under the Engagement Uplift OR Goal Uplift columns of the campaign reporting list view, this means your control group has outperformed your campaign.

Recommendation: go to the campaign detail page to see if all or only some of the messages are performing at a lower rate than the control group. Uplift is measured against the average of the message results as compared to the control group.

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