AOV (Средний размер заказа)

AOV (average order value) is the average amount a customer spends per order, calculated as total revenue ÷ number of orders. If 200 orders generate $10,000 in revenue, the AOV is $50.

AOV is a deceptively powerful lever in paid advertising because it directly sets how much you can afford to pay for a customer. The higher your AOV, the more headroom you have on click costs and acquisition costs while staying profitable.

Why it matters#

AOV ties together your top-line and your unit economics. It's a key input to both ROAS (Return on Ad Spend) and your break-even CPA (Cost Per Acquisition): a higher AOV (at the same margin) raises the CPA you can profitably tolerate, which in turn lets you bid more aggressively and win more traffic than competitors stuck at a lower order value.

This is why media buyers and advertisers invest heavily in raising AOV through upsells, bundles, order bumps, volume discounts, and free-shipping thresholds. Lifting AOV improves campaign economics without needing a better Conversion Rate (CVR) or cheaper clicks; the same traffic simply becomes worth more.

A practical way to read it: two advertisers can run identical ads and bid identical amounts, but the one with the higher AOV will out-earn the other on every single sale, and can outbid them as the campaign scales.

Related terms: ROAS (Return on Ad Spend), CPA (Cost Per Acquisition), and Conversion Rate (CVR).