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I.e. if the idnesign document's been created at size A4, how do you get In5 to export to an equivalent size on-screen?
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I'm not sure what you mean. The document is converted into pixels using InDesign's conversion metrics and the HTML is rendered in that same size.

Because people have different screen and pixel resolutions, you cannot control the exact size that items appear on screen (as you would measure with a ruler). You can only control the size in pixels.
Thanks for the reply Justin. Maybe I have the technicalities wrong, but I still think the end result looks too small. Is there a way to increase the final size? For example, when exporting the document as a PDF the 100% magnification size corresponds exactly to A4, with all elements at full resolution.
The PDF is made for print. There are ways to alter the size in the browser. E.g.,
https://ajarproductions.com/pages/products/in5/answers/1703/how-do-zoom-to-page-width-on-a-desktop-browser?show=1703#q1703

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Converting comment to answer:

The document is converted into pixels using InDesign's conversion metrics and the HTML is rendered in that same size.

Because people have different screen and pixel resolutions, you cannot control the exact size that items appear on screen (as you would measure with a ruler). You can only control the size in pixels.
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