AOV Purchase Events

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Overview

Upstack automatically generates AOV (Average Order Value) segmented purchase events based on your store’s order value distribution. These events help you optimize campaigns for high-value customers and understand the revenue impact of different customer segments.

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Event Types

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How It Works

When a purchase occurs, Upstack calculates AOV thresholds based on your store’s historical order data:

1. Order received — Shopify sends a purchase webhook to Upstack
2. Threshold calculation — Upstack computes percentile thresholds from your order history
3. Classification — The order value is compared against these thresholds
4. Event generation — The appropriate AOV event(s) are generated
5. Forwarding — Events are sent to your configured destinations

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Threshold Definitions

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Properties

These events include all properties from the original purchase event:

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Destination Mapping

AOV events are forwarded to destinations as:

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Use Cases

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Optimize for High-Value Customers

Use high_aov_purchase or p90_aov_purchase events to train ad algorithms to find customers who spend more:

• Configure Meta CAPI to optimize for high_aov_purchase instead of all purchases
• Build lookalike audiences from high-AOV customers
• Set higher bids for campaigns driving premium purchases

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Identify Discount-Driven Traffic

Use low_aov_purchase events to understand which channels drive bargain shoppers:

• Compare high vs. low AOV by traffic source
• Identify campaigns that attract discount-seekers
• Adjust targeting to improve order values

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Revenue-Weighted Attribution

Use percentile events for more accurate revenue attribution:

• p90_aov_purchase — Focus on your most valuable 10% of orders
• p80_aov_purchase — Track premium customer acquisition
• p70_aov_purchase — Identify above-average performers

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Event Overlap

A single purchase may generate multiple AOV events. For example, a purchase in the 95th percentile generates:

• high_aov_purchase (above average)
• p70_aov_purchase (above 70th percentile)
• p80_aov_purchase (above 80th percentile)
• p90_aov_purchase (above 90th percentile)

Choose the threshold that best matches your optimization goals.

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Related Events

• purchase — The base purchase event
• nc_purchase — New customer purchases
• rc_purchase — Returning customer purchases
• all_purchase — All purchases