> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# AOV Purchase Events

> Track purchases segmented by average order value — automatically generated by Upstack

<Info>
  **Automatically Generated** — These events are created by Upstack backend services for Shopify customers. You do not need to fire these events manually.
</Info>

## 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.

## Event Types

| Event Name          | Description                                    |
| ------------------- | ---------------------------------------------- |
| `high_aov_purchase` | Purchase with above-average order value        |
| `low_aov_purchase`  | Purchase with below-average order value        |
| `p70_aov_purchase`  | Purchase above the 70th percentile order value |
| `p80_aov_purchase`  | Purchase above the 80th percentile order value |
| `p90_aov_purchase`  | Purchase above the 90th percentile order value |

## 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

### Threshold Definitions

| Event               | Threshold Logic                             |
| ------------------- | ------------------------------------------- |
| `high_aov_purchase` | Order value > store's average order value   |
| `low_aov_purchase`  | Order value ≤ store's average order value   |
| `p70_aov_purchase`  | Order value > 70th percentile of all orders |
| `p80_aov_purchase`  | Order value > 80th percentile of all orders |
| `p90_aov_purchase`  | Order value > 90th percentile of all orders |

<Note>
  Thresholds are calculated dynamically based on your store's recent order history. As your average order value changes, the classification adjusts automatically.
</Note>

## Properties

These events include all properties from the original `purchase` event:

| Property | Type   | Description                              |
| -------- | ------ | ---------------------------------------- |
| orderId  | string | Shopify order ID                         |
| value    | number | Order total value                        |
| currency | string | ISO 4217 currency code (e.g., `USD`)     |
| items    | array  | Products purchased                       |
| email    | string | Customer email (hashed for destinations) |
| phone    | string | Customer phone (hashed for destinations) |

## Destination Mapping

AOV events are forwarded to destinations as:

| Destination           | Event Name        | Notes                            |
| --------------------- | ----------------- | -------------------------------- |
| **Meta CAPI**         | `Purchase`        | With AOV segment in custom data  |
| **Google Ads**        | `purchase`        | Filterable by event name         |
| **TikTok Events API** | `CompletePayment` | AOV segment included             |
| **Klaviyo**           | `Placed Order`    | Tagged with AOV tier             |
| **GA4**               | `purchase`        | Custom dimension for AOV segment |

## Use Cases

### 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

### 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

### 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

## 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.

## Related Events

* [purchase](/pixel/standard-events#purchase) — The base purchase event
* [nc\_purchase](/pixel/events/upstack-generated/nc-purchase) — New customer purchases
* [rc\_purchase](/pixel/events/upstack-generated/rc-purchase) — Returning customer purchases
* [all\_purchase](/pixel/events/upstack-generated/all-purchase) — All purchases