URLTO GUIDE
Read a percentage change from two requests to four
Large percentages on small request counts can hide scale. Display the absolute difference and base alongside the rate.
URLTO editorial · Updated
Click activity · series07 / 10
Input and processing example
Compare it yourself · Illustrative example
설명용 / Illustrative 이전 / Before: 2 현재 / After: 4 증가 / Increase: 2 증감률 / Change: +100%
Steps to verify
- Show previous and current raw values.
- Calculate absolute difference and rate.
- Compare periods and distribution conditions later.
How to interpret the result
A 100% increase and an increase of two describe the same example. It does not establish a stable improvement or one creative as the cause.
Deciding what to do next
Tests or timing can dominate small counts. Decide whether to collect more observations or inspect the journey instead of changing a budget solely on a large percentage.
Feature scope
Clicks count short-URL redirect requests, not unique people, confirmed human scans, signups or revenue. Tests and repeat requests can be included.
Frequently asked questions
How do I describe an increase from zero?
Record the absolute change from zero rather than an ordinary percentage change.