The material this week describes the many ways by which eComm businesses frequently measure their relative successes and failures.

In particular, KPIs$$key performance indicators$$are so numerous that an eComm business might seem like the Next Big Thing by one metric, or an utter flop by another.

I would like for you, in this post, to consider two particular types of KPIs$$those that measure traffic, and those that measure sales. You may select any eComm business you like as a referent, or you may default to Amazon $($or one of its vendors$),$ whichever you prefer.

In your brief post $(7-9$ sentences$),$ please respond to these prompts:

$(1)$ In terms of the DACRA categories of KPIs, which are most related with traffic metrics, and which are most related to sales?

$(2)$ In your view, what is an optimal KPI for eComm traffic AND an optimal KPI for sales, and what makes them so$?$ When might these metrics conflict? In other words, when might an eComm business realize high traffic but relatively low sales, or seemingly low traffic but comparably high sales?

$(3)$ What KPIs might Amazon prioritize that an independent eComm entrepreneur using Shopify would not care about?