Growth Marketing Glossary

Kendall's Tau

ken·dall's taunoun

Correlation by counting agreements. Kendall's tau ranks two variables and asks how often their orderings agree, running from minus one to plus one.

two ranked variablescount concordant pairstau from -1 to +1
Schematic — pairs of observations sorted into agreement and disagreement
Term
Kendall's tau
Is
A rank correlation coefficient
Based on
Concordant vs discordant pairs
Range
-1 (opposite) to +1 (identical order)

Parts of speech & senses

kendall's tau · noun
  1. Kendall's tau is a rank correlation coefficient that measures how strongly two variables' orderings agree, computed from the balance of concordant and discordant pairs of observations. "Kendall's tau confirmed the two rankings largely agreed."

What Kendall's tau is

Kendall's tau, written with the Greek letter tau, is a statistic that measures how much two variables agree in their ordering. Rather than looking at the raw values, it works with ranks, and it does so by examining pairs of observations. Take any two data points and compare them on both variables. If the point that ranks higher on the first variable also ranks higher on the second, the pair agrees, and it is called concordant. If the point that ranks higher on the first ranks lower on the second, the pair disagrees, and it is called discordant. Kendall's tau is essentially the balance of these: concordant pairs minus discordant pairs, scaled so the result runs from minus one to plus one. A tau of plus one means the two orderings are identical, minus one means they are exact reverses, and zero means agreements and disagreements roughly cancel out.

This construction gives Kendall's tau an unusually clean interpretation. A positive tau means that, across all the pairs, agreements outnumber disagreements, so knowing that one point outranks another on the first variable makes it more likely to outrank it on the second as well. That is a statement about probability of concordance, which is easier to reason about than many correlation figures. Because tau depends only on the direction of each pairwise comparison, not on the size of the gaps, it is a measure of monotonic association, whether the variables move together in order, not whether they follow a straight line. It is also robust: outliers that would swing a value-based measure barely move tau, since flipping one point's rank changes only the pairs it belongs to.

Kendall's tau versus Spearman and Pearson

Kendall's tau is one of three correlation coefficients people commonly reach for, and the differences matter. Pearson's correlation measures linear association between the actual values of two variables, and it assumes the relationship is roughly straight-line and the data reasonably well behaved. Spearman's rho and Kendall's tau are both rank correlations, so they measure monotonic association, whether one variable tends to rise as the other does, without assuming linearity, which makes them more robust to outliers and to non-straight relationships than Pearson. The first fork is therefore between Pearson, which uses values and assumes linearity, and the two rank measures, which use order and do not.

Between the two rank measures, Spearman and Kendall differ in how they compute agreement. Spearman's rho is, in effect, Pearson's correlation applied to the ranks, built from the squared differences in rank. Kendall's tau is built instead from counting concordant and discordant pairs. In practice, Kendall's tau usually comes out numerically smaller than Spearman's rho on the same data, so the two are not interchangeable numbers even when they agree in direction. Kendall's tau tends to handle tied ranks more gracefully and has a more direct probabilistic reading, the probability of concordance minus the probability of discordance, while Spearman is more widely known and quicker to compute by hand. Neither is simply better; they answer the same question, monotonic agreement of ranks, through different arithmetic, and the right choice depends on the data and what interpretation you want.

Using Kendall's tau well

Using Kendall's tau well means reaching for it when you care about the agreement of orderings rather than a straight-line relationship between values. It suits ordinal data, ranked lists, and situations with outliers or non-linear but monotonic relationships, where Pearson would be misleading. Interpret the sign and size together: a positive tau means orderings tend to agree, a negative tau means they tend to reverse, and the magnitude, closer to one, means stronger agreement. Lean on its probabilistic meaning, since tau reads naturally as how much more likely two points are to agree than disagree in order. And remember it measures monotonic association only, so a strong non-monotonic pattern, like a U-shape, can produce a tau near zero even when the variables are clearly related.

The failures come from misapplying or misreading it. Treating Kendall's tau as if it were Pearson, and expecting it to capture the strength of a linear relationship or to match Pearson's number, confuses two different measures. Comparing a tau directly against a Spearman rho as if they were on the same scale misleads, because tau is typically the smaller of the two on identical data. Reading a tau near zero as proof of no relationship ignores that a non-monotonic pattern can hide from any rank correlation. And using tau on data where the values, not just the ranks, carry the meaning throws away information a value-based measure would use. The discipline is to match the coefficient to the question: Kendall's tau for robust, interpretable agreement of orderings, and to read its number in its own terms.

Worked example. A team ranks a set of ad creatives two ways, once by a panel of reviewers and once by a click-through metric, and wants to know whether the two orderings agree. They compute Kendall's tau by comparing every pair of creatives: for each pair, they check whether both methods place the same creative higher. Concordant pairs outnumber discordant ones, giving a positive tau below plus one, which says the rankings broadly agree but not perfectly. Because tau counts pairwise agreements rather than measuring straight-line fit, one oddly rated creative barely moves it. The lesson is that Kendall's tau measures how well two orderings agree through concordant and discordant pairs, giving a robust, interpretable number distinct from Spearman's rho and from Pearson's value-based correlation. (Illustrative; RGM analysis.)
Failure modes to watch. The traps are treating Kendall's tau as if it measured linear fit like Pearson; comparing a tau directly against a Spearman rho, though tau is usually the smaller on identical data; reading a tau near zero as no relationship when a non-monotonic pattern can hide from any rank measure; and using tau where the values, not just the ranks, carry the meaning.

Synonyms & antonyms

Synonyms

Kendall rank correlationtau coefficient

Antonyms

Pearson correlationSpearman's rho

Origin & history

Kendall's tau — a rank correlation coefficient built from concordant and discordant pairs — measures monotonic agreement of orderings, distinct from Spearman's rho and Pearson's linear correlation.

Etymology: source.

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Common questions

What is Kendall's tau?
A rank correlation coefficient that measures how strongly two variables' orderings agree, computed from the balance of concordant and discordant pairs. It runs from minus one, exact reverse order, to plus one, identical order.
How is Kendall's tau different from Spearman's rho?
Both are rank correlations measuring monotonic agreement, but Kendall's tau counts concordant and discordant pairs, while Spearman is essentially Pearson applied to ranks. On the same data, tau is usually numerically smaller and handles ties more gracefully.
How is Kendall's tau different from Pearson correlation?
Pearson measures linear association between actual values and assumes a straight-line relationship. Kendall's tau uses only the ranks and measures monotonic agreement, so it is more robust to outliers and to non-linear but ordered relationships.

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Sources

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