Let's say, from the first entry in project A 30 days passed, and in Project B - 90 days. Recall, ROI (A) = ROI (A) = 30 to 150%, ROI (B) = ROI (B) = 90 to 200%. This explains the fact that project B looks more successful for now. To compare the quality of traffic, let's compare ROI for the same period of time.