This article shows how to connect acquisition, conversion, and retention...

https://www.tool-bookmarks.win/a-practical-look-at-ecommerce-marketing-as-one-connected-system-how-your-aov

This article shows how to connect acquisition, conversion, and retention instead of treating each channel as a separate fix. It looks at how AOV, CAC, conversion rate, repeat purchase rate, and CLV can guide decisions across the customer journey