Out of how many?
A count becomes more informative when its denominator is visible. Twenty complaints out of 100 orders describe a different situation from twenty complaints out of 10,000 orders. Before comparing two numbers, check the size of the groups, the time periods and what was counted in each.
Go deeper
Put the count beside its reference group
Two branches each receive twenty complaints in a month. Their totals match, but one handles 100 orders while the other handles 10,000.
Their complaint rates are 20% and 0.2%, assuming each complaint corresponds to a different order. The denominator changes the interpretation substantially.
A rate is only as clear as its definition. Complaints per customer, per order and per delivery are different measures. One customer might place several orders or submit several complaints.
Before making a comparison, align the units and observation periods. A weekly total should not be casually compared with a monthly total. Counts show scale; rates show frequency relative to a specified opportunity for something to happen.