More conversions.
A lower rate.
A conversion count tells you how many actions were recorded. A conversion rate compares those actions with an agreed denominator. One can rise while the other falls.
SPECIMEN · SYNTHETIC DATA · NOT A CLIENT RESULT
Read the numerator
and the denominator.
For this example only, a conversion is one completed enquiry and the denominator is eligible sessions. The definition, filters and period lengths stay the same. These are fictional controls, not GA4 or ad-platform exports.
| Measure | Before | After |
|---|---|---|
| Completed enquiries | 100 | 150 |
| Eligible sessions | 1,000 | 2,000 |
| Enquiries ÷ sessions | 10% | 7.5% |
Count growth: (150 − 100) ÷ 100 = +50%
Relative rate change: (7.5% − 10%) ÷ 10% = −25%
Percentage-point change: 7.5% − 10% = −2.5 points
Conversion rate rose 50%.
Conversions rose 50%; conversion rate fell from 10% to 7.5%.
Keep four things
beside a rate.
- The numerator: name the action counted and whether repeated actions count. An enquiry action is not automatically a unique lead or a sale.
- The denominator: sessions, users, clicks and landing-page visits are different populations. Name the one actually used.
- The comparison: retain exact dates, time zone, source, filters and counting rules for both periods.
- The claim: distinguish count growth, relative rate change and percentage-point change. If a required input is missing, mark the rate unverified.
A zero prior count makes relative count growth undefined. A zero denominator makes that period’s rate unavailable. Keep the counts and reason visible instead of inventing a percentage.
Passing the arithmetic checks this example only. It does not verify upstream tracking, attribution, unique people, or a real client report.
Give the number
its definition.
The $99 Report Check compares additive source/output totals. Rates, ratios, averages and distinct counts are outside that check. A broader review of definitions and rates needs a separately agreed scope.
Read the $500 one-report review scope →
For a written fit answer, describe the existing report, due date and definitions approver. Business context only; no files or credentials.
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