Conversion Gain Definition for DSB-SC Upconversion

If I multiply a baseband signal $$\A cos(C\omega t)\$$ and a carrier signal $$\B cos(D\omega t)\$$, the result is $$\\frac{AB}{2} [cos(C-D)\omega t+cos(C+D)\omega t]\$$, which is a double sideband, suppressed carrier signal. My question is, how is the conversion gain defined in this situation? Would it be $$\\frac{B}{2}\$$ since the amplitude of each sideband is $$\\frac{AB}{2}\$$, or would it be $$\B\$$ since the total energy is spread among the two sidebands?