A simple question… how do you report out on the difference between 2 rates? Let’s say conversion rate went from 50% to 60% - is that a 10% improvement or a 20% improvement? I’ve seen it done both ways by different people/ teams and I’m surprised by how inconsistently something so simple is calculated.

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Terrifying that the answers are all right but also wrong.

It's 20% better and 10 percentage points (ppt) more

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Yea, I’ve typically reported this kind of change as basis points (so this would be 1000bps) but I
Just amazed out how inconsistently I see this kind of thing reported

It’s a 20% improvement, but a 10% net change? Semantics. Add a footnote

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Your conversion rate went from 50 to 60 which constitutes a 20% increase in conversions. Both metrics are important

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I am likely misunderstanding, but isn't rate calculated as frequency/time? Not sure how a rate can be 50%. Would love commenting!

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Not necessarily. For example, currency conversion rate refers to a ratio at a fixed point in time.

20% increase in the underlying, 10% increase in the metric (the rate). Here, 20% increase in conversions, 10% increase in the conversion rate.

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