Glossary
Average order value (AOV)
The average amount a customer spends per order.
Also called AOV
Formula
AOV = revenue ÷ number of orders
Example
$12,000 of revenue from 300 orders is an AOV of $40.
AOV sets how much you can pay per purchase. A higher AOV lets you afford a higher cost per purchase at the same ROAS.
Problems where it matters
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