AOV is the size of your average sale. Add up everything your customers spent, divide by the number of orders, and that is what one order is worth to you on an average day.
The name is Average Order Value. If ten orders brought in 15,000, your AOV is 1,500. Some baskets are bigger and some smaller, but 1,500 is the middle you can plan around.
Work out yours:
Here is why this number quietly runs everything. Raise your AOV and every ad target gets easier at the same time. If each order is worth more, you can afford to pay more to win one, and your breakeven line drops. A bundle, an add-on at checkout, a slightly bigger pack, all of it lifts this number without touching Ads Manager at all.
So when the ads feel stuck and your costs will not come down, the fix is often nowhere near the campaign. It is in selling a bigger basket.
Sometimes the fastest way to fix your ads is to raise the value of a single yes.
Sources
- Standard advertising definition. This page explains a universal metric, not a Meta-specific figure, so there is no benchmark or platform number to source. Any example numbers are illustrative and labelled as made up.
Last checked 8th August 2026. Next check due 15th August 2026. Every number on this page has a source and a date.