"Drew: Revenue of course is “god” for ecommerce sites. But just looking at it poses an issue: it might not be insightful enough. Take this example. You made $1 mil in Oct. You made $1.2 mil in Nov. Magnificent growth. But in Oct you got 1,000 Visitors and in Nov you got 1,000,000 visitors. Ouch! Both Conversion Rate and Average Order Size try to get you to understand if you are being “efficient”, something just looking at the aggregate revenue number might not reveal instantly. Avinash." - Avinash Kaushik