Economics
What is AOV?
Also: Average order value
AOV (average order value) is total revenue divided by number of orders in a period.
AOV = revenue / orders
AOV is the average amount spent per order. Raising it (bundles, thresholds for free shipping, upsells) lifts ROAS and CAC math without touching the ad account at all, which is why it is a lever media buyers watch even though they do not control it directly.
Last reviewed 2026-09-19
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