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One quantity over another, read as a multiple or as so many of one per one of the other: revenue over cost, deliveries over people reached. Where the two are in the same unit the ratio is of dimension one and reads as a multiple; where they differ the reading carries both units and says which.

Questions answered from here— 1

• Which arithmetic forms can a unit carry?

Compose from here— 5

Ratio can stand in 5 roles across the patterns this model declares. Pick one and the answer is drawn here, from the published graph.

• In what unit a reading is measured board → holds KPIs, Metrics · the question
• Which forms a unit can carry board → holds Measure Form · the question
• Reading board → holds Metrics, Time Windows, Geographies, Audience Segments, Evidence Designs · the shape
• Setting board → holds Parameters, Time Windows, Geographies, Audience Segments, Setting Bases · the shape
• In what unit a parameter is measured board → holds Parameters · the question

Related— 2

• fits form →RatioMeasure Form
• grounds on →MeasureEntities

Pointed at by— 4

• is unit of →Incrementality factorParameters
• is unit of →Paid Search EfficiencyMetrics
• is unit of →Return on Ad SpendMetrics
• is unit of →FrequencyMetrics