Ecommerce Glossary

Emails generated after an online shopper reaches the cart stage, but does not complete a transaction.

AOV (Average Order Value) – An ecommerce metric that measures the average amount of revenue per transaction.

B2B (Business to Business) – Business that sells products or provides services to other businesses.

B2C (Business to Consumer) – Business that sells products or provides services to the end-user consumers.

call to action (CTA) – The part of a marketing message that attempts to persuade a person to perform a desired action.

click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

CLV (Customer Lifetime Value) – An estimate of the total monetary value of a customer to a business over the duration of their relationship.

conversion rate – The percentage of visitors who take a desired action.

cost per action (CPA) – Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

cost per click (CPC) – The cost or cost-equivalent paid per click-through.

ecommerce – The process of buying and selling of products and services over the Internet.

shopping cart – Software used to make a site’s product catalog available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.

trended funnel – In GA4, a report that shows the performance of each step in a funnel over time.

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