Platform · Metrics · AOV
AOV: Average order value
Revenue per order. The lever that can make an acceptable CPA into a strong ROAS, or a “cheap” customer into a loss.
What it is
Average order value is how much a transaction is worth. CPA and conversion rate can look fine while AOV collapses on discounting. Operators watch AOV with promo depth and attach-rate so they do not celebrate more orders that earn less.
Why it is worth tracking
Creative that only pushes “20% off” trains a lower AOV. Bundles, routines, and shipping thresholds pull it up. This is one of the few metrics where copy and merchandising change unit economics without needing cheaper media.
How to read it
A single number is not a brief. These splits are what change the work.
Orders up, AOV down
You bought smaller baskets, usually with a heavier discount. Rewrite the offer toward bundles and thresholds, not another sitewide cut.
AOV up, conversion rate down
You may have raised friction (higher prices, weaker entry SKU). Check whether contribution still improved.
AOV differs sharply by channel
Marketplace, retail, and D2C are different baskets. Do not steer Meta with Shopee AOV.
What the Operator does
Diagnose, act, then draft. The stats pick the job. Brand voice stays locked.
Diagnose
The Operator reads AOV by channel, market, and campaign. It will not treat a gift-with-purchase spike as a structural AOV win.
Act
Shift creative and landing toward offers that lift basket size when CPA is acceptable but ROAS is not. Pull back sitewide discounting that only manufactures cheap orders.
Draft
Draft bundle heroes, threshold shipping lines, routine recommendations, and PDP add-on copy. Write ads that sell the set, not only the hero SKU on sale.
Example brief
“AOV on our official store in Taiwan is TWD 1,180 vs TWD 1,640 last quarter after we made 15% off always-on. Draft LP and PDP modules for a 3-piece routine bundle and a TWD 1,500 free-shipping threshold. Ads should lead with the routine, not the discount.”
Paste a brief like this into a Basis Operator. Connected account context and brand rules apply automatically.
Related metrics
Read it with these, or you will optimize the wrong surface.