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Proposed definitions, subject to Daniel’s agreement
Click rate = unique qualifying clickers ÷ delivered emails. Purchase conversion = unique attributed purchasers ÷ delivered emails. Revenue efficiency = net attributed revenue ÷ delivered emails. Click-to-purchase = unique attributed purchasers ÷ unique qualifying clickers. Rates with a zero or unavailable denominator are Unavailable. Money is grouped by currency, never converted or combined.