Treat ecommerce marketing as a connected system, not a stack of separate...

https://stateofseo.com/how-do-i-connect-seo-and-paid-ads-so-they-stop-competing/

Treat ecommerce marketing as a connected system, not a stack of separate campaigns. This article shows how your offer, channels, and customer follow-up work together—and how to track the results through AOV, CAC, conversion rate, and repeat purchase rate