For e-commerce brands, understanding the dynamics between new vs returning customers in your affiliate program (and in general) is essential to driving sustainable growth. What do you need to know when it comes to understanding new vs returning customers' affiliate program KPIs?
If you've been running an affiliate program or thinking about starting one, you've probably come across the term "AOV" or Average Order Value. It might sound like just another marketing acronym, but trust me—it's an important one.
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