Average Order Value Metrics | Upstack Documentation

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

Metrics in This Group

Metric	Description	When to Use
Total AOV	Average order value using total revenue	Headline AOV reporting
Gross AOV	Average order value using gross revenue	Full-price basket analysis
Net AOV	Average order value using net revenue	Actual collection per order
New Customer Total AOV	Total AOV for new customers	Benchmark new customer baskets
New Customer Gross AOV	Gross AOV for new customers	New customer full-price demand
New Customer Net AOV	Net AOV for new customers	Actual new customer value
Returning Customer Total AOV	Total AOV for returning customers	Track loyalty basket growth
Returning Customer Gross AOV	Gross AOV for returning customers	Returning customer demand
Returning Customer Net AOV	Net AOV for returning customers	Returning customer collections

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.

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

Subscription Initial Rev.Total AOV

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METRICS

Average Order Value: Track AOV by Revenue Type

Metrics in This Group

How These Metrics Relate

Choosing the Right Metric

​Metrics in This Group

​How These Metrics Relate

​Choosing the Right Metric

Metrics in This Group

How These Metrics Relate

Choosing the Right Metric