I have this minor frustration, when people use statistics with confused units. For instance:

For example, of all US searches, only ~2.8% of people click on paid advertisements.

I don't click on search ads. I don't think most people do. But is the unit in that quote people or searches? It seems pretty high if the unit is searches, and low if it's people.

Did you follow the link? Surprise! The unit is clicks! In 100 searches, paid advertisements average ~2.8 clicks. Many people don't click on anything after searching, or click multiple things. Why not use 'click' like a noun in the phrase if it's the unit?