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From:
Erik Bernhardsson
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Conversion rates – you are (most likely) computing them wrong
https://erikbern.com/2017/05/23/conversion-rates-you-are-most-likely-computing-them-wrong.html
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How hard can it be to compute conversion rate? Take the total number of users that converted and divide them with the total number of users. Done. Except… it's a lot more complicated when you have any sort of significant time lag.
