Recently, large language model (LLM)-based preference evaluation has been widely adopted to compare pairs of model responses. However, a severe bias towards lengthy responses has been observed, raising concerns about the reliability of this evaluation method. In this work, we designed a series of controlled experiments to study the major impacting factors of the metric of LLM-based preference evaluation, i.e., win rate, and conclude that the win rate is affected by two axes of model response: desirability and information mass, where the former is length-independent and related to trustworthiness, and the latter is length-dependent and can be represented by conditional entropy. We find that length impacts the existing evaluations by influencing information mass. However, a reliable evaluation metric should not only assess content quality but also ensure that the assessment is not confounded by extraneous factors such as response length. Therefore, we propose a simple yet effective adjustment, AdapAlpaca, to the existing practice of win rate measurement. Specifically, by adjusting the lengths of reference answers to match the test model's answers within the same interval, we debias information mass relative to length, ensuring a fair model evaluation.