Question: Evan has been working on improving the mobile experience for CookingGenius. The owner of CookingGenius is interested in quantifying the impact that Evan's work has had. Evan knows that one way of doing this is to calculate the relative mobile conversion rate (rel mCvR). How can Evan calculate rel mCvR for CookingGenius?
- By dividing the desktop conversion rate by the mobile conversion rate
- By multiplying the mobile conversion rate by the desktop conversion rate
- By multiplying the desktop conversion rate by the mobile conversion rate
- By dividing the mobile conversion rate by the desktop conversion rate
Explanation
Relative Mobile Conversion Rate (Rel mCvR) measures mobile performance against desktop performance. It is useful because desktop acts as the benchmark for evaluating whether mobile experience improvements are closing the conversion gap. The calculation produces a ratio that shows how closely mobile conversion performance matches desktop conversion performance. A higher ratio indicates stronger mobile conversion performance relative to desktop.
Why the other options are incorrect
Multiplying mobile by desktop creates a product, not a relative performance ratio.
Dividing desktop by mobile reverses the benchmark and does not represent Relative Mobile Conversion Rate (Rel mCvR).
Multiplying desktop by mobile uses the same invalid product-based approach with the inputs reversed.
Source for verification
https://blog.google/products/marketingplatform/analytics/mobile-challenge-and-how-measure-it/
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