There’s a difference between a customer who spends hundreds at your store at a regular cadence and one who buys the cheapest product and then never comes back. As an ecommerce owner, founder or operator, you want to make sure you’re driving “higher-quality customers” from your marketing investment. You need to be tracking the right metrics to monitor each traffic source for signs of poor customer quality. More often than not, certain traffic sources will be of lesser quality than others. Understanding what to look for, why this often happens and ensuring accurate monitoring will allow you to better optimize your marketing spending.