Metrics & KPIs
AOV
By the AdFlint research team · Last reviewed July 2026
Total revenue divided by the number of orders in a period, the average amount a customer spends per transaction.
It is the lever connecting conversion rate to ROAS: raising it improves returns without winning a single additional customer. Being an average, a handful of large orders can pull it well above what a typical buyer spends. The common misreading is tracking it without the median or product mix behind it, then crediting a promotion-driven swing to a creative change.
AOV compared with
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