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Theres actually a mathematical principle, which without getting into the maths of it, means that where you expected to see 25 sales theres about 67% probability that your result will vary between 20 - 30 sales and 95% probability that the result will be between 15 - 34 sales.
So whether you normally expect 5,000 or 25,000 surfers to attain 25 - you measure on that sample. If you are outside of those ranges you are either doing VERY well indeed or REALLY poorly
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