The answer depends on whether the ratio is in the context of the starting value, or time (over which the change takes place), or some other variable.
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percent change
The rise and the run.
Slope of the line
The numerator of the second ratio and the denominator of the first ratio are called the means, and the numerator of the first ratio and the denominator of the second ratio are called the extremes. The product of the means equals the product of the extremes.
The Slope