Regarding the major ways of measuring an e-commerce website's success, all of the following statements are true except: Dividing ad clicks by ad impressions yields click-through rate. The higher an e-commerce website's conversion rate, the better. Total number of visitors to a site is a more accurate measure of potential revenue than total number of unique visitors. Total number of unique visitors to a site is a more accurate measure of potential revenue than total number of visitors. The lower an e-commerce website's conversion cost, the better