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Percent Change

Increase, decrease, or % change between two values

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Formula

% Change = (Current − Previous) ÷ Previous × 100

Definitions

Previous value: The earlier or baseline value you are comparing against.
Current value: The latest value.
% Change: How much the value rose or fell, relative to the previous value.

How to use it

% Change = (Current − Previous) ÷ Previous × 100. A CPC of $1.25 → $1.19 is a 4.80% decrease.
A negative result is a decrease; a positive result is an increase.
Percentage points ≠ percent change: a CTR of 0.40% → 0.50% is +0.10 points but a +25% change.

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