Why is Google Analytics showing this percentage as an infinity symbol (∞)?



Comparing your data from one time period against another in Google Analytics can be a tricky proposition, which is why Raven's GA integration is designed to give you a quick, at a glance look at how your metrics are performing with color-coordinated cells. But, what does it mean when the cell turns grey and displays a ∞ symbol?

The infinity symbol (∞) is displayed when your comparison is zero. This means that it would be mathematically impossible for us to calculate a percentage change, so instead of showing a zero, we're giving you a more accurate term that shows that you've performed infinitely better than the previous period for that metric.

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