NPS

AOV

Average Order Value. Revenue / orders. Increasing AOV cheaper than new customers.

LTV

Lifetime Value. Total revenue from a customer over their relationship.

CAC

Customer Acquisition Cost. Total marketing + sales cost per customer.

MER

Marketing Efficiency Ratio. Total revenue / total marketing spend.

ACoS

Advertising Cost of Sale. Ad spend as % of attributed revenue (Amazon).

TACoS

Total ACoS. Ad spend as % of TOTAL revenue (organic + paid).

GMV

Gross Merchandise Value. Total goods sold through marketplace before deductions.

Cart Abandonment

% of carts created but not purchased. Average 70%. Retargeting recovers 10-15%.