We compare the month prior to starting with a client to 3-months later. We then calculate the weighted average, adjusted for ad spend, and round to the nearest whole number. Our first round of calculations was performed in February of 2018 with a result of 59%. We updated our calculations in August 2021 and arrived at the current result of 66%.
Note: we exclude (don’t count) client accounts that go through significant conversion tracking changes as part of our onboarding process.