Percentage point

Rates confuse people because one move has two honest descriptions. If click-through goes from 4 per cent to 6 per cent, that is a rise of two percentage points and a relative rise of 50 per cent. Both are true, they sound wildly different, and marketing copy reliably quotes whichever is larger. Say points when you mean the gap between the two numbers, and say per cent when you mean the proportional change. Reading a Studio comparison or a case study without checking which unit is in play is how a modest result gets talked up into a transformation.