Check definitions, calculate differences and write only what the data support.
Try this: 20/100 versus 30/100 differ by ten percentage points, a 50% relative rise. The mean of 2, 3, 3, 4, 18 is six; its median is three. Both descriptions can be correct while answering different questions.
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1. Claim, population and definitions
Ask who was counted, when and under which definition. Numerator and denominator must refer to compatible units. Impressions are not unique people; respondents are not all residents.
4. Checks beyond arithmetic
Are populations, periods and definitions comparable?
Could missing or unreached people differ?
What groups, spread or extremes does the average hide?
How uncertain is the difference, and is causation overstated?