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Average Order Value (AOV) metrics measure the average revenue per order at different calculation levels. Use these to optimize cart value and compare customer segments.
Data Source: Shopify
Metrics: 9

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Metrics in This Group

MetricDescriptionWhen to Use
Total AOVAverage order value using total revenueHeadline AOV reporting
Gross AOVAverage order value using gross revenueFull-price basket analysis
Net AOVAverage order value using net revenueActual collection per order
New Customer Total AOVTotal AOV for new customersBenchmark new customer baskets
New Customer Gross AOVGross AOV for new customersNew customer full-price demand
New Customer Net AOVNet AOV for new customersActual new customer value
Returning Customer Total AOVTotal AOV for returning customersTrack loyalty basket growth
Returning Customer Gross AOVGross AOV for returning customersReturning customer demand
Returning Customer Net AOVNet AOV for returning customersReturning customer collections

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How These Metrics Relate

AOV metrics are calculated as Revenue ÷ Orders:
  • Total AOV = Total Revenue ÷ Orders
  • Gross AOV = Gross Revenue ÷ Orders
  • Net AOV = Net Revenue ÷ Orders
Each variant is segmented by New Customer and Returning Customer for comparison.

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Choosing the Right Metric

  • Headline reporting: Use Total AOV for general reporting
  • Discount impact: Compare Gross AOV vs Net AOV to see discount effect
  • Customer comparison: Compare New Customer AOV vs Returning Customer AOV
  • Upsell optimization: Track Net AOV to measure actual value optimization