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Metrics

AOV

Updated 20 August 2026

Average order value (AOV) is the average revenue of one order, calculated by dividing total purchase revenue by the number of purchases recorded in the same period.

Key facts about AOV

Abbreviation
AOV
Also known as
Average order value, Average basket value
Formula
AOV = purchase revenue ÷ number of purchases
Category
Metrics
Last updated
20 August 2026

In AdOps

How does AOV work inside AdOps?

AdOps has no metric named AOV. It carries both inputs separately — Purchase Value (`action_values.omni_purchase`) and Purchases (`actions.omni_purchase`) — and a target AOV maintained in a Google Sheet can be pulled into a condition as a custom metric.

The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

Average order value (AOV) is the average revenue of one order: purchase revenue divided by the number of purchases in the same period. AdOps has no AOV metric, but it carries both inputs, Purchase Value and Purchases, and a target AOV kept in a Google Sheet can be referenced inside a condition as a custom metric.

How is AOV calculated?

Divide revenue by orders over the same window. A campaign that produced Rp 42,000,000 of purchase value from 300 purchases has an AOV of Rp 140,000. The same Rp 42,000,000 from 600 purchases gives an AOV of Rp 70,000, which halves the amount that campaign can afford to pay for each purchase.

Why does AOV set your cost ceiling?

AOV multiplied by contribution margin is the most an order can cost before it loses money. At an AOV of Rp 140,000 and a 35% margin, the ceiling is Rp 49,000 per order. A Cost per Purchase condition set at Rp 45,000 leaves Rp 4,000 of headroom, and it needs revisiting the moment the product mix shifts.

How do you use AOV inside AdOps?

Custom metrics in AdOps are backed by Google Sheets. A metric names a spreadsheet id, a sheet name, a lookup column and a value column, and the engine resolves it at evaluation time, caching rows in memory for 2 minutes with a MongoDB fallback. That lets a condition test a live Meta metric against a target a human maintains in a spreadsheet.

Glossary

The terms an advertiser usually reads in the same sitting.

ROAS
Return on ad spend (ROAS) is the revenue attributed to a set of ads divided by the amount spent on those ads, expressed as a ratio such as 3.5x.
Purchase ROAS
Purchase ROAS is the return-on-ad-spend figure Meta reports for purchase conversions: the purchase conversion value Meta attributes to a set of ads, divided by the amount spent on those ads.
CPA
Cost per acquisition (CPA) is the average advertising cost of one conversion, calculated by dividing ad spend by the number of conversions recorded in the same period.
All glossary terms

Turn this metric into a rule that watches it.

Pick the metric, pick one of the 11 reporting periods, set the threshold, and choose what happens when it is crossed. Nothing runs on your campaigns until you set the rule live.

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Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works