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August 1st to August 9th
$ per sale = $23
August 10th to August 19th
$ per sale = $13.5
Not sure which parameter changed here regarding $/sale, if you had let's say $92 for this period would you complain? In reality that would be only 2 more sales at $23 like past month. The processor could scrub more the last period and still have double the sales compared to last. You wouldn't be able to tell due to small amount of clicks/sales. I asked you about FHG because most of them suck at getting good ratios. Also, if you used different templates for you galleries is another factor you may consider if the drop of sales keeps going on.
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