> ## 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.

# P90 AOV Purchase Cost: Ad Spend per Top-Tier Order

> Calculate advertising cost per top-tier purchase (P90 AOV). Optimize your ad spend for whale customer acquisition.

<Tip>
  P90 AOV Purchase Cost measures how much you spend on advertising for each order above the 90th percentile AOV.
</Tip>

## Formula

<Info>
  **P90 AOV Purchase Cost** = **Ad Spend** ÷ **P90 AOV Purchases**
</Info>

### Formula Components

| Metric                                                                           | Definition                                         |
| -------------------------------------------------------------------------------- | -------------------------------------------------- |
| [**Ad Spend**](/reference/metrics/advertising/blended/blended-spend)             | Total advertising cost from connected ad platforms |
| [**P90 AOV Purchases**](/reference/metrics/funnel/conversions/p90-aov-purchases) | Count of orders above the 90th percentile AOV      |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Currency                |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

You spent **\$8,500** on Meta ads in January and drove **113 P90 AOV purchases**.

| Metric                | Value   | Notes                    |
| --------------------- | ------- | ------------------------ |
| Ad Spend              | \$8,500 | Monthly advertising cost |
| P90 AOV Purchases     | 113     | Top-tier orders          |
| P90 AOV Purchase Cost | \$75.22 | Cost per whale order     |

***

## How It Works

This metric divides your total ad spend by the number of P90 AOV purchases to calculate the acquisition cost for your top-spending customers. Since P90 represents the top 10% of orders, this is your whale acquisition cost benchmark.

***

## When to Use

| Scenario                     | Action                                             |
| ---------------------------- | -------------------------------------------------- |
| Whale acquisition efficiency | Find channels best at attracting top-tier spenders |
| High-ticket optimization     | Optimize campaigns for luxury purchasers           |
| VIP targeting cost           | Understand the price of acquiring VIP customers    |
| Budget justification         | Balance high P90 costs against exceptional LTV     |

***

## Related Metrics

| Metric                                                                                 | Relationship                        |
| -------------------------------------------------------------------------------------- | ----------------------------------- |
| [P90 AOV Purchases](/reference/metrics/funnel/conversions/p90-aov-purchases)           | The denominator in this calculation |
| [P90 AOV Purchase Value](/reference/metrics/funnel/conversions/p90-aov-purchase-value) | Revenue from P90 purchases          |
| [P80 AOV Purchase Cost](/reference/metrics/funnel/conversions/p80-aov-purchase-cost)   | Cost per slightly lower threshold   |

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