Interesting post on conversion rates and visitor engagement over on Inc.com. What I take away from this post is: know your site.
No one or two metrics (or acronyms) work for every single site in the same way. We keep beating this drum: know your site, know your site, know your site.
If you know your site, then you're going to boil down metrics, analytics, click fraud rates, conversions and the rest of it into your own formula that works, is repeatable and lends itself well to continuous experimentation.
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