Amr Zeidan

What does CTR, CVR, LTV, AOV mean?

Sometimes e-commerce terms may look hard to understand.

Some 3-letters words may appear in front of you when you try to understand how to grow your e-commerce business, and you can’t figure out what do they mean.

In this post I will give you some information about what does some e-commerce terms like (CTR, CVR, LTV, AOV) stand for.

CTR (Click-Through Rate): clicks/impressions

A ratio showing how often people who see your ad or free product listing end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing.


CVR (ConVersion Rate): conversions/clicks

In online marketing, a conversion is when your visitor takes the action that you most want them to take.

Neil Patel

LTV (LifeTime Value): monthly revenue per customer/customer lifetime duration

Customer lifetime value (CLV, or CLTV) is a metric that indicates the total revenue a business can reasonably expect from a single customer account throughout the business relationship.


AOV (Average Order Value): Total Revenue/Number of Orders

Average Order Value (AOV) is a metric that tells you the average value of an eCommerce transaction in your online store. In other words, it tells you, on average, how much revenue each order brings in.

Monster Insights

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