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