Use a conversion rate as a ratio to convert between units of measurement, choosing to multiply or divide correctly.
A conversion like "1 foot = 12 inches" is really a ratio, and you can use it just like any other rate - multiply by the ratio so the unit you do not want cancels out and the unit you want remains.
Some handy rates to know: 12 inches = 1 foot, 3 feet = 1 yard, 16 ounces = 1 pound, 60 minutes = 1 hour, 100 centimeters = 1 meter, 1000 meters = 1 kilometer.
To convert from a smaller unit to a bigger one, divide. To convert from a bigger unit to a smaller one, multiply.
Mastery looks like: They choose the correct conversion rate and correctly multiply or divide to convert between units, checking that the result makes sense.
Common stumbles: Multiplying when they should divide, or the reverse; using the wrong conversion rate from memory.
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Interactive, spoken-aloud tools that show this idea in motion.