Article

A Guide to Ecommerce Metrics

Triple Whale · Triple Whale Help Center Free Beginner

A clean, no-nonsense glossary covering ROAS, CAC, MER, AOV and CPA in one place, the right first read before diving into any specific attribution debate.

  • Definitions and formulas for ROAS, CPM, CTR, CVR, CPA, AOV, MER
  • How the metrics relate to each other in one funnel
  • Written for operators, not analysts
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It answers 3 questions

  1. How do I calculate my true CAC, not just what the ad platform reports?
  2. Should I buy an attribution tool like Triple Whale or Northbeam, or just trust platform data?
  3. Which Meta Ads Manager metrics actually matter, and how do I read them?

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