P90 AOV Purchase Value: Revenue from Top-Tier Orders

P90 AOV Purchase Value totals the revenue from orders above the 90th percentile of your AOV distribution.

Formula

P90 AOV Purchase Value = SUM ( order_value ) WHERE order_value > P90_threshold

Formula Components

Metric	Definition
order_value	The monetary value of each tracked purchase
P90_threshold	The 90th percentile of your historical order value distribution

Metadata
Type	Currency
Data Source	Upstack Pixel
Aggregation	Sum

Example

Your store had 141 P90 AOV purchases in January with an average value of $385.

Metric	Value	Notes
P90 AOV Purchases	141	Top-tier orders
Avg P90 Order Value	$385	Average above-threshold order
P90 AOV Purchase Value	$54,285	Total whale revenue

How It Works

This metric sums the revenue from all orders that exceed the 90th percentile AOV threshold. It quantifies the total contribution of your top 10% of orders to your revenue, highlighting the outsized impact of whale customers on your business.

When to Use

Scenario	Action
Revenue concentration	Measure how much top 10% of orders contributes
Whale ROAS	Calculate return on ad spend for whale campaigns
VIP segment analysis	Compare P90 value contribution across channels
Premium strategy	Decide whether to focus on whale acquisition

Metric	Relationship
P90 AOV Purchases	Count of top-tier orders
P90 AOV Purchase Cost	Cost to acquire these orders
P80 AOV Purchase Value	Revenue from slightly lower threshold

See all Conversions metrics →