Measurement

CVR

Conversion Rate — the share of clicks (or sessions) that produce a conversion. CVR splits the work between the ad and the landing page; a strong ad with weak CVR points you to fix the page, not the creative.

Related Terms

Creative→

CTR

Click-Through Rate — the share of impressions that produce a click. On paid social, CTR is primarily a creative metric: a rising CTR usually means the hook is working, while a falling one signals creative fatigue.

Retention→

AOV

Average Order Value — the mean revenue per order. Lifting AOV through bundling, free-shipping thresholds, or post-purchase cross-sell is often the cheapest way to improve ROAS without touching ad spend.

CVR

CTR

AOV

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