After calibration, always at the AVR. Then you have en exact reference. If you adjust it at the sub, your kinda flying blind.
With audyssey for example, you set it on the sub until audyssey sees 75. Then it will calibrate. After that, you can bump it up IN THE AVR to a more desired level. Most of us are probably in the +5 area, after the calibration.(not +5 on the display, just plus 5 over where Audyssey sets it).