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Metrics
AOV
The average dollar amount spent per transaction. Calculated as total revenue divided by total orders. Higher AOV means you can afford higher CPA while maintaining profitability. AOV varies by channel (Google Shopping often has higher AOV than Meta because of purchase intent), by creative (product bundles drive higher AOV than single-product ads), and by audience (returning customers typically have 20-30% higher AOV than first-time buyers).
Why it matters
It is the lever most teams ignore because it is not an ads metric, yet raising it improves every ROAS figure in the account without touching a campaign.
In practice
Segment by channel before acting. A channel with weak ROAS and high AOV may be your most valuable, and the blended figure hides that.
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