Write comparison captions that explain the tradeoff
Make a chart or table legible without a long surrounding explanation.
Name what was compared
Include the time period, units, and cases. A caption that says campaign A versus B does not explain whether the result is revenue, contribution, or purchase count.
State the useful difference
If campaign A drives more orders and B earns more contribution, say which measure moved and why it matters. Include exact figures in nearby text where readers need to reproduce the calculation.
Keep inference separate from observation
A comparison can show that rates differ without proving what caused the difference. Mention a material limitation when the visual could otherwise overstate the result.
Try a related tool
Find the share of eligible visits that completed a defined action. Count at most one conversion per visit for this calculation.
