![]() But it is still a great starting point to determine a website's popularity and visibility. Website traffic is not the be all, end all of ecommerce performance measurements. When balanced with AOV (average order value) and CLV (customer lifetime value), a business can assess and adjust its ad spend as necessary. Cost of Acquiring Customers (CAC) and Cost Per Acquisition (CPA) are arguably the two most important ecommerce metrics.
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