Reply #2 by backlinktalk
Editorial follow-up: keep the denominator visible
Suppose one report shows ten orders from 200 product-page sessions, while another shows ten orders from 500 site sessions. The rates are 5% and 2% because they answer different questions.
Neither figure is automatically wrong, but comparing them as if they were the same measure is misleading. Put the event definition, denominator, date range and exclusions beside every rate you use in a decision or forum discussion.