Google Average Purchase Value: Revenue Per Conversion

Google Average Purchase Value measures the average order value for purchases attributed to your Google ads.

Formula

Google Average Purchase Value = Google Purchases Value ÷ Google Purchases

Formula Components

Metric	Definition
Google Purchases Value	Total revenue from purchases attributed to Google ads
Google Purchases	Number of purchases attributed to Google ads

Metadata
Type	Currency
Data Source	Google Ads
Aggregation	Ratio

Example

Your Google Search campaigns generated $28,450 in attributed revenue from 215 purchases last month.

Campaign	Purchases Value	Purchases	Avg Purchase Value
Brand Search	$15,200	95	$160.00
Non-Brand Search	$8,750	85	$102.94
Shopping	$4,500	35	$128.57
Total	$28,450	215	$132.33

How It Works

This metric divides total Google-attributed revenue by the number of Google-attributed purchases. Higher values indicate your ads are driving customers who spend more per order, improving the efficiency of your ad spend.

When to Use

Scenario	Action
Comparing campaign quality	Identify which campaigns drive higher-value customers
Budget allocation	Shift spend toward campaigns with higher average order values
Audience targeting optimization	Test audiences to find segments that spend more
Seasonal analysis	Track how purchase values change during promotions

Metric	Relationship
Google Purchases Value	Numerator: total revenue attributed to Google
Google Purchases	Denominator: purchase count

See all Google Conversions metrics →

Google Purchases Value Google All Conversions

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics