hard20 pts · first answer countsanalyticsstatistics

Up overall, down everywhere

Overall conversion rose from 4% to 5% this quarter, but conversion fell on both mobile and desktop. How can this happen?

A.It cannot; the data must be wrongB.Mobile and desktop numbers are always unreliableC.Conversion rates cannot be compared across quartersD.Mix shift (Simpson's paradox): traffic moved toward the higher-converting segment, so the average rose even though each segment got worse

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