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Conversion rate (CR) is a percentage value and is calculated by dividing the number of successful conversions (purchases, downloads, registrations, etc.) by the total number of all potential conversions. For example, if there are 2000 visitors to a web store, 10 of whom buy a product, this results in a conversion rate of 0.5%. The conversion rate can be used to compare the performance of individual channels and content in an online marketing concept. If the CR is below the target value, a conversion rate optimization must be carried out. This refers to measures to improve the conversion rate. These include, for example, adapted texts, a changed design or other adjustments within the framework of content marketing.

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Average Purchase Frequency (APF) is calculated by dividing the number of purchases made by the number of unique customers. If a customer made multiple purchases over a specific period, they are counted only once in the calculation.

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Average Order Value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company's average order value, simply divide total revenue by the number of orders. AOV is determined using sales per order, not sales per customer. Although one customer may come back multiple times to make a purchase, each order would be factored into AOV separately.

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Customer Lifetime Period (CLP) is the amount of time that the average customer (or customer segment) remains an active customer with a firm; it is typically measured in years.

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Customer Lifetime Value (CLV, LTV) is an estimation of the amount of revenue a customer will generate over the course of their relationship with your brand.

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Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs).

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Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank. Tools: Check your PA with Link Explorer.

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Citation Flow is a metric trademarked by Majestic that refers to the popularity of a link in a site without considering the quality of these links. The perfect example is porn sites. They have a very high Citation Flow but these links are often not qualitative. A website with a lot of links pointing to it will be influential and will get a good citation flow. It is good to know that if Trust Flow increases, then Citation Flow should also increase. However, if Citation Flow increases, there is no proof that Trust Flow will increase too. So if a website with high Citation Flow flow points to your website, your Citation Flow should get a boost. But if websites with high Citation Flow but low Trust Flow link to your website, it will negatively impact your Trust Flow.

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Trust Flow is a metric trademarked by Majestic that analyses how trustworthy a site is by measuring its quality. Quality is the essential data of this metric. If a link pointing to your website is authoritative and qualitative, then your trust flow will increase. A good trust flow is harder to get than a citation flow and so the Citation Flow will always get higher than the Trust Flow and not the contrary because there are a lot of links but not all of them are relevant. Moreover, even if you are developing a qualitative linking strategy, there are always directories or other sorts of backlinks that are not very qualitative pointing to your website. In parallel, it seems like there is a direct correlation between trust flow and organic traffic. Indeed, if a site has a high trust flow, then it means it has a lot of qualitative backlinks and Google rewards qualitative backlinks. As a matter of fact, you will be ranked higher.