An earlier article discusses using percentages to help audiences understand the data in an analytics report. Percentages help people reading a marketing report put the numbers into perspective. If your average Facebook relevancy score increases from 6 to 7 over one month that is an absolutely fantastic achievement and something to celebrate. Despite that, an increase of one may not seem like a big leap to someone not as familiar with relevancy. Saying relevancy increased by 16% can have more weight than saying that average relevancy score increased by 1. Here are a few ways to use percentages (in addition to whole numbers) in in reports to give the audience a better idea of the magnitude of the numbers.
General Percentages
Percentages can show parts of a whole. Using a percentage calculator was can calculate "x is what percent of x." For example if your competitor had 80 sales last month and you had 100, your report can assess that you sold 20% more than a competitor.
Percentage Increase and Decreases
Showing number changes over time is effective with a percentage increase or decrease. If your sales increased for 340 to 475 in one month, that is a 39% increase. Saying that sales increased from 340 to 475 is impressive, but the 39% adds an extra punch that helps the person reading your report quickly gauge the success without really having to think.
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