> ## 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.

# Google Average Purchase Value: Revenue Per Conversion

> Track the average revenue per Google Ads purchase. Optimize campaigns for higher-value conversions and improve overall ROAS.

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

## Formula

<Info>
  **Google Average Purchase Value** = [**Google Purchases Value**](/reference/metrics/advertising/google/google-conversions/google-purchases-value) ÷ [**Google Purchases**](/reference/metrics/advertising/google/google-conversions/google-purchases)
</Info>

### Formula Components

| Metric                                                                                                        | Definition                                            |
| ------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------- |
| [**Google Purchases Value**](/reference/metrics/advertising/google/google-conversions/google-purchases-value) | Total revenue from purchases attributed to Google ads |
| [**Google Purchases**](/reference/metrics/advertising/google/google-conversions/google-purchases)             | Number of purchases attributed to Google ads          |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Currency                          |
| **Data Source** | [Google Ads](/sources/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            |

***

## Related Metrics

| Metric                                                                                                    | Relationship                                  |
| --------------------------------------------------------------------------------------------------------- | --------------------------------------------- |
| [Google Purchases Value](/reference/metrics/advertising/google/google-conversions/google-purchases-value) | Numerator: total revenue attributed to Google |
| [Google Purchases](/reference/metrics/advertising/google/google-conversions/google-purchases)             | Denominator: purchase count                   |

[See all Google Conversions metrics →](/reference/metrics/advertising/google/google-conversions)