> ## 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.

# Average Conversion Value (ACV)

> Calculate average revenue per conversion across all marketing channels. Compare channel performance, identify high-value segments, and optimize targeting.

<Tip>
  The average monetary value of each conversion event.
</Tip>

## Formula

<Info>
  **Average Conversion Value** = [**Conversion Value**](/reference/metrics/funnel/conversions/conversion-value) ÷ [**Conversions**](/reference/metrics/funnel/conversions/conversions)
</Info>

### Formula Components

| Metric                                                                         | Definition                                           |
| ------------------------------------------------------------------------------ | ---------------------------------------------------- |
| [**Conversion Value**](/reference/metrics/funnel/conversions/conversion-value) | Sum of all revenue from attributed conversion events |
| [**Conversions**](/reference/metrics/funnel/conversions/conversions)           | Count of attributed conversion events                |

| Metadata        |                                                      |
| --------------- | ---------------------------------------------------- |
| **Type**        | Currency                                             |
| **Data Source** | [Upstack Pixel](/pixel), [Shopify](/sources/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          |

***

## Related Metrics

| Metric                                                                       | Relationship                  |
| ---------------------------------------------------------------------------- | ----------------------------- |
| [Conversion Value](/reference/metrics/funnel/conversions/conversion-value)   | The numerator (total revenue) |
| [Conversions](/reference/metrics/funnel/conversions/conversions)             | The denominator (event count) |
| [Unique Converters](/reference/metrics/funnel/conversions/unique-converters) | Distinct people who converted |

[See all Attributed Conversions metrics →](/reference/metrics/funnel/conversions)