What to change
Define the question before calculating the rate. A visitor, session and page view are different units, and repeat activity changes each differently. Ask the analyst to show the numerator and denominator side by side with their exact definitions and exclusions. Choose a denominator that answers the stated question, then retain the component counts so a rate change can be understood rather than simply celebrated or blamed on the website.
A worked example
Illustrative example
Illustrative test: One fictional visitor views three pages and submits once; the report explains each resulting measure.
How to check the result
The stated rate can be reproduced from clearly named component counts.
A mistake to avoid
A percentage without its counting units can sound more meaningful than it is.
Your action checklist
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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