What Does “Baseline” Mean
Glossary
A baseline is your starting point — the original numbers you measure everything else against.
What baseline means:
— It’s your reference metrics: conversion rate, CTR, revenue, etc.
— Used before making changes or launching tests
— Helps compare old vs. new performance
Example:
Your ad campaign had a 3% conversion rate — that’s your baseline.
You change the ad — now it’s 4%.
That means you improved by 1%.
Why it’s important:
— To track real progress
— To know if changes actually help
— To set clear and realistic goals
