{"id":2789,"date":"2026-08-20T12:42:52","date_gmt":"2026-08-20T10:42:52","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=glossary&p=2789"},"modified":"2026-08-20T15:50:05","modified_gmt":"2026-08-20T13:50:05","slug":"aov","status":"publish","type":"glossary","link":"https:\/\/mairateam.com\/cs\/slovnik\/aov\/","title":{"rendered":"AOV"},"content":{"rendered":"

AOV<\/strong>, Average Order Value, je pr\u016fm\u011brn\u00e1 hodnota objedn\u00e1vky: tr\u017eby d\u011blen\u00e9 po\u010dtem objedn\u00e1vek. Je to jedna ze t\u0159\u00ed p\u00e1k r\u016fstu vedle po\u010dtu z\u00e1kazn\u00edk\u016f a frekvence n\u00e1kup\u016f, a \u010dasto ta nejlevn\u011bj\u0161\u00ed: zv\u00fd\u0161en\u00ed hodnoty ko\u0161\u00edku zhodnocuje n\u00e1v\u0161t\u011bvnost, kter\u00e1 u\u017e je zaplacen\u00e1, zat\u00edmco dal\u0161\u00ed n\u00e1v\u0161t\u011bvnost se mus\u00ed koupit.<\/p>\n

V kostce<\/h2>\n\n\n\n\n\n\n
Vzorec<\/strong><\/td>\nAOV = tr\u017eby \/ po\u010det objedn\u00e1vek<\/td>\n<\/tr>\n
Pro\u010d na n\u011bm z\u00e1le\u017e\u00ed<\/strong><\/td>\nVy\u0161\u0161\u00ed AOV zvy\u0161uje mar\u017ei na objedn\u00e1vku, a t\u00edm strop pro CAC i n\u00e1vratnost reklamy<\/td>\n<\/tr>\n
Jak se zvy\u0161uje<\/strong><\/td>\nDopl\u0148ky k produktu, sady, prahy dopravy zdarma, mno\u017estevn\u00ed nab\u00eddky<\/td>\n<\/tr>\n
Na co pozor<\/strong><\/td>\nPr\u016fm\u011br je citliv\u00fd na extr\u00e9my. Vedle AOV sledovat medi\u00e1n a rozd\u011blen\u00ed ko\u0161\u00edk\u016f<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Jak se po\u010d\u00edt\u00e1<\/h2>\n

Vzorec a vstupy<\/h3>\n

AOV = tr\u017eby \/ po\u010det objedn\u00e1vek za stejn\u00e9 obdob\u00ed a stejn\u00fd segment. Ne\u017e se \u010d\u00edslo pou\u017eije, mus\u00ed b\u00fdt jasn\u00e9, z jak\u00fdch tr\u017eeb je: s DPH, nebo bez DPH, brutto, nebo netto. Reklamn\u00ed syst\u00e9my a analytika \u010dasto dost\u00e1vaj\u00ed brutto hodnotu objedn\u00e1vky s DPH v okam\u017eiku n\u00e1kupu, v\u010detn\u011b dopravn\u00e9ho \u00fa\u010dtovan\u00e9ho z\u00e1kazn\u00edkovi a p\u0159ed storny a vratkami; z\u00e1le\u017e\u00ed na nastaven\u00ed m\u011b\u0159en\u00ed. Pro ekonomiku objedn\u00e1vky se pou\u017e\u00edv\u00e1 netto: tr\u017eba za zbo\u017e\u00ed bez DPH, po slev\u00e1ch, bez dopravn\u00e9ho a bez stornovan\u00fdch a vr\u00e1cen\u00fdch objedn\u00e1vek. Mar\u017ee se po\u010d\u00edt\u00e1 z netto z\u00e1kladu, a proto se s n\u00edm mus\u00ed po\u010d\u00edtat i AOV. Vedle pr\u016fm\u011bru se sleduje medi\u00e1n a rozd\u011blen\u00ed ko\u0161\u00edk\u016f, proto\u017ee n\u011bkolik velk\u00fdch objedn\u00e1vek pr\u016fm\u011br zvedne, ani\u017e se b\u011b\u017en\u00fd ko\u0161\u00edk zm\u011bn\u00ed.<\/p>\n

Modelov\u00fd p\u0159\u00edklad<\/h3>\n

Modelov\u00fd p\u0159\u00edklad: e-shop m\u011bl za m\u011bs\u00edc 2 000 objedn\u00e1vek a tr\u017eby 2 904 000 K\u010d s DPH tak, jak je hl\u00e1s\u00ed reklamn\u00ed syst\u00e9m. V\u00fdpo\u010det po kroc\u00edch:<\/p>\n\n\n\n\n\n\n\n\n
Krok<\/strong><\/td>\nV\u00fdpo\u010det<\/strong><\/td>\nV\u00fdsledek<\/strong><\/td>\n<\/tr>\n
AOV s DPH<\/td>\n2 904 000 \/ 2 000<\/td>\n1 452 K\u010d<\/td>\n<\/tr>\n
AOV bez DPH (21 %)<\/td>\n1 452 \/ 1,21<\/td>\n1 200 K\u010d<\/td>\n<\/tr>\n
Mar\u017ee na objedn\u00e1vku (30 %)<\/td>\n1 200 \u00d7 0,30<\/td>\n360 K\u010d<\/td>\n<\/tr>\n
Break-even CPA<\/td>\nrovn\u00e1 se mar\u017ei na objedn\u00e1vku<\/td>\n360 K\u010d<\/td>\n<\/tr>\n
Break-even ROAS<\/td>\n1 200 \/ 360, nebo s DPH 1 452 \/ 360<\/td>\n3,33, nebo 4,03<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Break-even CPA je nejvy\u0161\u0161\u00ed cena za objedn\u00e1vku, p\u0159i kter\u00e9 reklama nic neztr\u00e1c\u00ed; ka\u017ed\u00e1 koruna nad n\u00ed je ztr\u00e1ta na objedn\u00e1vce. Kdy\u017e AOV vzroste na 1 500 K\u010d bez DPH p\u0159i stejn\u00e9 mar\u017ei 30 %, mar\u017ee na objedn\u00e1vku je 450 K\u010d a break-even CPA se posune na 450 K\u010d. Break-even ROAS z\u016fstane 3,33, proto\u017ee procento mar\u017ee se nezm\u011bnilo: AOV posouv\u00e1 strop ceny za konverzi, ne hranici ROAS.<\/p>\n

Pr\u00e1h dopravy zdarma a jak ho ov\u011b\u0159it<\/h3>\n

Pr\u00e1h se nastavuje v cen\u00e1ch s DPH, kter\u00e9 vid\u00ed z\u00e1kazn\u00edk, a vych\u00e1z\u00ed z medi\u00e1nu, ne z pr\u016fm\u011bru. Kdy\u017e je medi\u00e1n ko\u0161\u00edku 1 100 K\u010d s DPH a pr\u016fm\u011br 1 452 K\u010d, pr\u00e1h 1 390 K\u010d le\u017e\u00ed t\u011bsn\u011b nad polovinou objedn\u00e1vek, kterou m\u00e1 motivovat k p\u0159id\u00e1n\u00ed polo\u017eky, a pod pr\u016fm\u011brem, kter\u00fd t\u00e1hnou velk\u00e9 objedn\u00e1vky. Kontrola mar\u017e\u00ed: z\u00e1kazn\u00edk, kter\u00fd si na pr\u00e1h dokoup\u00ed, p\u0159id\u00e1 290 K\u010d s DPH, tedy 240 K\u010d bez DPH, a p\u0159i mar\u017ei 30 % z toho z\u016fstane 72 K\u010d. Dopravn\u00e9, kter\u00e9 e-shop p\u0159evezme, stoj\u00ed 69 K\u010d. Pr\u00e1h se tedy zaplat\u00ed, ale jen t\u011bsn\u011b; p\u0159i dopravn\u00e9m 89 K\u010d by musel le\u017eet v\u00fd\u0161, aby nav\u00fd\u0161en\u00ed ko\u0161\u00edku pokrylo dopravu. Pr\u00e1h nad pr\u016fm\u011brem ko\u0161\u00edku m\u00ed\u0159\u00ed na men\u0161inu z\u00e1kazn\u00edk\u016f a s AOV pohne m\u00e1lo.<\/p>\n

Pro\u010d AOV m\u011bn\u00ed reklamn\u00ed matematiku<\/h2>\n

Modelov\u00fd p\u0159\u00edklad: e-shop s AOV 1 200 K\u010d a mar\u017e\u00ed 30 procent m\u00e1 mar\u017ei 360 K\u010d na objedn\u00e1vku. Kdy\u017e pr\u016fm\u011brn\u00fd ko\u0161\u00edk vzroste na 1 500 K\u010d, mar\u017ee na objedn\u00e1vku stoupne na 450 K\u010d. Kampan\u011b, kter\u00e9 do t\u00e9 doby kon\u010dily t\u011bsn\u011b pod nulou, se dostanou do zisku bez jedin\u00e9 zm\u011bny v \u00fa\u010dtu, a firma si m\u016f\u017ee dovolit vy\u0161\u0161\u00ed nab\u00eddky v aukc\u00edch ne\u017e konkurence se slab\u0161\u00edm ko\u0161\u00edkem. AOV je proto reklamn\u00ed p\u00e1ka, ne jen provozn\u00ed \u010d\u00edslo.<\/p>\n

Z na\u0161\u00ed praxe<\/h2>\n

P\u0159i auditech se na AOV d\u00edv\u00e1me d\u0159\u00edv ne\u017e na kampan\u011b: kdy\u017e je probl\u00e9m v ekonomice objedn\u00e1vky, \u017e\u00e1dn\u00e1 optimalizace kampan\u00ed ho nezachr\u00e1n\u00ed. Nej\u010dast\u011bj\u0161\u00ed rychl\u00e9 v\u00fdhry: pr\u00e1h dopravy zdarma nastaven\u00fd t\u011bsn\u011b nad sou\u010dasn\u00fd medi\u00e1n ko\u0161\u00edku a dopl\u0148ky p\u0159\u00edmo v ko\u0161\u00edku. Z\u00e1rove\u0148 hl\u00edd\u00e1me druhou stranu: r\u016fst AOV ta\u017een\u00fd slevami na velk\u00e9 n\u00e1kupy m\u016f\u017ee mar\u017ei re\u00e1ln\u011b sn\u00ed\u017eit, tak\u017ee se v\u017edy vyhodnocuje spolu s mar\u017e\u00ed, ne samostatn\u011b.<\/p>\n

\u010cast\u00e9 chyby<\/h2>\n