Low AOV Purchases counts purchase events where the order value falls below your Shopify store’s average order value threshold.
Low AOV Purchases = COUNT ( Purchases ) WHERE order_value < average_order_value
| Metric | Definition |
|---|
| Purchases | All purchase events tracked by the Upstack pixel from your Shopify checkout |
| order_value < average_order_value | Filters to orders below your store’s calculated average order value |
| Metadata | |
|---|
| Type | Number |
| Data Source | Upstack Pixel, Shopify |
| Aggregation | Count |
Example
Your Shopify store recorded 788 low AOV purchases in February with an average order value of $85:
| Order Value Segment | Purchases | % of Total | Avg Order Value |
|---|
| Low AOV (under $85) | 788 | 72% | $52 |
| High AOV ($85+) | 312 | 28% | $142 |
| Total | 1,100 | 100% | $85 |
How It Works
The Upstack pixel tracks every purchase event on your Shopify store and calculates whether each order falls below your store’s average order value. Low AOV purchases are counted when the order value is under this threshold, helping you identify opportunities to increase basket size through upsells, bundles, or minimum order incentives.
When to Use
| Scenario | Action |
|---|
| Identifying upsell opportunities | Target low AOV customers with product bundles or add-ons |
| Evaluating promotional impact | Track whether discounts drive disproportionately low AOV orders |
| Optimizing free shipping thresholds | Set minimums to convert low AOV shoppers to higher-value orders |
| Assessing channel quality | Compare low AOV rates across traffic sources to find higher-value audiences |
| Metric | Relationship |
|---|
| High AOV Purchases | Inverse: orders above your average order value |
| All Purchases | Total purchases including all order values |
| Average Conversion Value | Average order value threshold that defines the split |
