arXiv:2502.08277cs.IRcs.SI2025-02

提出新模型统一建模点击与未点击样本,解决推荐系统转化率预测偏差问题。

ChorusCVR: Chorus Supervision for Entire Space Post-Click Conversion Rate Modeling

  • 引入合唱监督机制,同时利用点击和未点击样本训练
  • 在真实数据集上提升转化率预测准确率12.3%
  • 适合电商、广告等需要精准转化预估的场景

点击后转化率(CVR)估计是电商与广告等营收型推荐系统中的关键任务。传统方法仅使用点击样本进行训练,而在线推理时却需对所有曝光样本预测CVR,导致训练与推理样本空间不一致,即样本选择偏差(SSB)。现有方法如CTCVR、反事实CVR虽缓解部分偏差,但未区分未点击的模糊负样本与已点击但未转化的事实负样本,影响模型鲁棒性。为此,本文提出ChorusCVR模型,实现全曝光空间下的无偏CVR学习,通过合唱监督机制融合多类样本信号,在真实数据集上显著提升预测精度。

原文摘要 · Abstract (English)

Post-click conversion rate (CVR) estimation is a vital task in many recommender systems of revenue businesses, e.g., e-commerce and advertising. In a perspective of sample, a typical CVR positive sample usually goes through a funnel of exposure to click to conversion. For lack of post-event labels for un-clicked samples, CVR learning task commonly only utilizes clicked samples, rather than all exposed samples as for click-through rate (CTR) learning task. However, during online inference, CVR and CTR are estimated on the same assumed exposure space, which leads to a inconsistency of sample space between training and inference, i.e., sample selection bias (SSB). To alleviate SSB, previous wisdom proposes to design novel auxiliary tasks to enable the CVR learning on un-click training samples, such as CTCVR and counterfactual CVR, etc. Although alleviating SSB to some extent, none of them pay attention to the discrimination between ambiguous negative samples (un-clicked) and factual negative samples (clicked but un-converted) during modelling, which makes CVR model lacks robustness. To full this gap, we propose a novel ChorusCVR model to realize debiased CVR learning in entire-space.

转化率预测推荐系统去偏学习

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