Understanding what counts as a “good” amount of purchases from your ads is about more than just the total sales. What truly matters is whether each purchase provides you with significantly more value than it costs you to acquire that purchase through advertising.
How to Measure: Focus on Value Over Volume
Requirements: You must have access to the "Grow" and "Advertising" sections in your Understory dashboard.
Open the Grow section in your dashboard – See your sales and marketing metrics
Go to Advertising – View ad performance details
Compare your cost per purchase with your average order value (AOV) – This shows if purchases are profitable
Check if your ROAS (Return on Ad Spend) stays above 3.0 – This indicates a healthy balance between ad spend and revenue
What Makes a “Good” Amount of Purchases?
A “good” number of purchases isn’t about hitting a certain score – it’s about ensuring your advertising efforts are profitable. If your average order value (AOV) is higher than your cost per purchase, you’re making money on each sale, no matter the overall quantity. For example, if you spend $10 to make a sale and your customer typically spends $40, your ads are performing profitably.
Focus on this balance: even a small number of purchases is valuable if customers buy higher-priced experiences or multiple tickets. The essential factor is that your AOV consistently outpaces your cost per purchase, and your ROAS is above 3.0. This means you’re getting strong returns from your advertising, not just a high count of orders.
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