AOV

Average Order Value is the mean transaction value per customer purchase, calculated as total revenue divided by number of orders. It measures how much a customer spends in a single checkout rather than over time, making it the core basket metric for e-commerce, nutra, and straight-sale offers, and a close cousin of average deposit sum in iGaming contexts.

AOV drives allowable acquisition cost: on a percentage-based or margin-based deal, higher AOV means more room to bid. Buyers influence it through funnel mechanics — upsells, bundles, quantity discounts on the lander — often lifting a losing campaign into profit without touching traffic. The trap is chasing AOV with aggressive upsell walls that spike refunds and chargebacks; net AOV after refunds is the number that matters for real economics.