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The percentage of users on your website that leave the site without taking a single action. While no website has a 0% bounce rate, a high bounce can indicate that your site - or a particular page on a site - is not delivering the information that the user expected to see when they visited it.

Lifetime Value (LTV) is a calculation of how much a new customer will be worth to your company over their entire lifetime.

This calculation can alter other calculations, such as the acceptable cost of acquiring a new customer. The initial value of that customer may be too low to justify a particular cost, but their LTV could justify the advertising cost to acquire them.

In web terms, cookies are small chunks of data placed on our computer by websites when you visit them. These data chunks are generally harmless, but can be used to track user information and “remember” you when you revisit a website. They’re important for tracking user data on a website and making changes to improve the user experience.