KnowledgeE-commerce / Metric explained
Average Order Value
AOV · The average amount of revenue per order.
The metric, at your level
Understand AOV in context.
Simply explained explanation
The average amount of revenue per order.
Professional explanation
Ecommerce revenue divided by number of orders in a consistent accounting scope.
Analytical explanation
Break AOV down by new vs returning, product mix, promotion, shipping thresholds and bundle uptake. Higher AOV is only valuable if margin holds.
Technical explanation
AOV = same-scope order revenue / order count. Specify net/gross, currency, refunds, tax and shipping; GA4 averagePurchaseRevenue may have a different predefined denominator.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
Calculation / definitionComparable order revenue ÷ orders
↗ How to use it
Pair with gross margin and conversion rate.
⚠ Common interpretation mistake
Different revenue definitions produce different AOVs.
Try it yourself
Metric calculator
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