AOV is Not a Checkout Metric, It's a Quality Filter
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AOV is Not a Checkout Metric, It's a Quality Filter
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In this episode, we break down why AOV isn't a checkout metric — it's an enrollment signal that reveals the quality of the customer before any downstream behavior has had a chance to show up. We walk through how the same ROAS can produce radically different customers depending on first-order basket size, and explain how to use AOV segmentation to identify your highest-leverage retention cohort and treat them accordingly.
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