# Intuitive meaning behind support, confidence, lift and conviction

I'm learning about association rules and came across the common interestingness measures support, confidence, lift and conviction.

I'm interested in the intuition behind your decision-making process while dealing with those measures. What I'm looking for is practical advice which I can apply during my data analysis projects.

For example, the second answer from Gericke Potgieter gives a good rule of thumb (high lift, low conviction) for determining the reliability of a discovered rule.

Some intuition which I commonly use:

higher support     --> rule applies to more records
higher confidence  --> chance that the rule is true for some record is higher
higher lift        --> chance that the rule is just a coincidence is lower
higher conviction  --> ?


What is your opinion about my intuition?

What are some of the heuristics/rules of thumb you use for making decisions regarding the above-mentioned measures?

• Hi @anna, did you find the answer you are looking for? – 2943 Nov 9 '17 at 12:05
• citeseerx.ist.psu.edu/viewdoc/… I hope this paper helps – 2943 Nov 9 '17 at 12:33