There are multiple instances whereby it would be useful to be able to express report values as a % of a given value. For example since it recently became possible to show multiple measures on a single report, I can now show a column chart with X Axis = Lead creation Month Y Axis = # of Leads, # of Leads who became MQLs, # of leads who became SQLs It is only possible to visualise this on an absolute value basis, and not with percentage figures. When looking at funnel conversion rates through time, given monthly acquisition (# of leads acquired) can vary substantially due to e.g seasonality, it would be ideal if we could see the # Leads who became MQLs and the number of leads who became SQLs as a percentage of the # of Leads per month. Another example might be where you have two properties, an Acquisition Date and a Cancellation Date and you want to show cohort information in relation to monthly cancellations in a table. For comparative purposes it is much more relevant to be able to see percentages as opposed to absolute values.
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