Average Conversion Value (ACV)

The average monetary value of each conversion event.

Formula

Average Conversion Value = Conversion Value ÷ Conversions

Formula Components

Metric	Definition
Conversion Value	Sum of all revenue from attributed conversion events
Conversions	Count of attributed conversion events

Metadata
Type	Currency
Data Source	Upstack Pixel, Shopify
Aggregation	Average

Example

With $47,500 in conversion value from 950 conversions:

Metric	Value
Conversion Value	$47,500
Conversions	950
Average Conversion Value	$50.00

How It Works

This metric divides total conversion value by the number of conversions. It reveals the typical order size or deal value driven by your marketing, helping you understand conversion quality, not just quantity.

When to Use

Scenario	Action
ACV increasing	Campaigns attracting higher-value customers—scale them
ACV dropping	Check if discounts or lower-tier products dominate conversions
Comparing channels	Identify which platforms drive premium vs. budget customers
Setting CPA targets	Ensure CPA stays below ACV for profitable acquisition

Metric	Relationship
Conversion Value	The numerator (total revenue)
Conversions	The denominator (event count)
Unique Converters	Distinct people who converted

See all Attributed Conversions metrics →

Unique Converters Session Conversion Rate

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics