Percent change vs percentage points in campaign reports
Percentage-point change subtracts two percentages. Relative percent change divides that difference by the original percentage. A rate rising from 2% to 3% gains 1 percentage point and increases by 50%.
Percent change vs percentage points in campaign reports
| Original rate | New rate | Percentage-point change | Relative percent change |
|---|---|---|---|
| 1.00% | 1.50% | +0.50 pp | +50.00% |
| 2.00% | 3.00% | +1.00 pp | +50.00% |
| 5.00% | 4.00% | -1.00 pp | -20.00% |
| 20.00% | 25.00% | +5.00 pp | +25.00% |
| 40.00% | 30.00% | -10.00 pp | -25.00% |
Formula & method
Point change = new rate% − original rate%
Relative change% = (new rate% − original rate%) ÷ original rate% × 100Use percentage points when describing the absolute movement of an existing rate. Use relative change when showing how large that movement is compared with the starting rate. Include both in a report when either could be misread.
The input rates must use the same event definition and comparable denominator. A change in tracking, eligible traffic or conversion counting can move a rate even when user behaviour does not change. Relative change from a zero starting rate is undefined, while the point difference is still meaningful.
Worked example
A checkout rate falling from 8% to 6% loses 2 percentage points. Relative to the original 8%, the decrease is 25%, not 2%.
What can change the answer
A percentage comparison does not establish statistical significance or causation. Do not compute relative change by dividing by a zero original rate.
Sources & definitions
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