Dr Ellis Whitehead returns to go through data showing why it is not a good reason to trust Unit Session Percentage Data in Business Reports. Today we will show some examples whereby it can be in the extremes of 40% registered as a conversion rate yet the true conversion rate is only 16% (which is still good). New product launches with PPC are great indicators of this,  showing more red flags than a matador. We know the importance of conversion rate pertaining to A9, what makes this harsh is the reality is we are still partially blind on one of the most important ranking metrics.