A signal's data rate is often confused with its baud rate rate. The two are closely linked but are not identical.
The data rate is a measure of how many bytes or bits of data can be sent per second. The baud rate, on the other hand is a measure of how many physical bits are sent per second, including start and stop bits and other idle bits. The baud rate is therefore higher than the data bit rate. A typical asynchronous serial signal that runs at a rate of 9600 baud will carry ten bits for every byte of data sent. One bit is a start bit. Another is the stop bit and the remaining eight are the eight bits of data. The bit rate is actually 8/10 x 9600 = 7680 bits per second.
Most transmission methods have an overhead that makes the data rate a little slower than the baud rate. In time critical applications, the difference between them can become significant.