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Fi g u r e 11.11
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is it fair to optimize toward a goal that equals a sale on $4 and $143 in the opti-
mization process? Perhaps it is, but most of the time i would think it is not.
let's move on to another optimization metric, one that takes the previous poten-
tial flaw into consideration: revenue per Visit. See Figure 11.12.
Figure 11.12
Average paid search revenue per visit report
