Is definite article needed when we refer to metrics like impressions, visits and purchases (terms used in online marketing) which tend to change with time?
For example, let's say I'm preparing an August performance report for a client. Highlights would include changes from the previous period. Would I say "impressions went up by 70% from July" or "the impressions went up by 70% from July"? It sounds weird when I add "the" because what am I specifying? (impressions in August or July? impressions changed by day, by hour, and even by minute)
What about rates? Would I say "purchase rate" or "the purchase rate"?
My confusion is in the fact that I have to use a definite article is a context known to both the speaker and listener. In my case, my client knows which "impressions" and "purchase rate" to look at (there is only one each in the report). I am merely reiterating the numbers in text.
I don't know if I've made myself clear. Please let me know if there is any confusion.