> ## 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 Value: Revenue from Top-Tier Orders

> Track revenue generated from top-tier orders (P90 AOV). Measure whale customer contribution to total revenue.

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

## Formula

<Info>
  **P90 AOV Purchase Value** = **SUM** ( order\_value ) **WHERE** order\_value > P90\_threshold
</Info>

### 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](/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     |

***

## Related Metrics

| Metric                                                                                 | Relationship                          |
| -------------------------------------------------------------------------------------- | ------------------------------------- |
| [P90 AOV Purchases](/reference/metrics/funnel/conversions/p90-aov-purchases)           | Count of top-tier orders              |
| [P90 AOV Purchase Cost](/reference/metrics/funnel/conversions/p90-aov-purchase-cost)   | Cost to acquire these orders          |
| [P80 AOV Purchase Value](/reference/metrics/funnel/conversions/p80-aov-purchase-value) | Revenue from slightly lower threshold |

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