> ## 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.

# Average Order Value: Track AOV by Revenue Type

> Track AOV metrics in Upstack. Includes Total AOV, Gross AOV, Net AOV by customer type with formulas and optimization tips.

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.

<Info>
  **Data Source:** [Shopify](/sources/shopify)\
  **Metrics:** 9
</Info>

## Metrics in This Group

| Metric                                                                                     | Description                             | When to Use                    |
| ------------------------------------------------------------------------------------------ | --------------------------------------- | ------------------------------ |
| [Total AOV](/reference/metrics/orders/aov/total-aov)                                       | Average order value using total revenue | Headline AOV reporting         |
| [Gross AOV](/reference/metrics/orders/aov/gross-aov)                                       | Average order value using gross revenue | Full-price basket analysis     |
| [Net AOV](/reference/metrics/orders/aov/net-aov)                                           | Average order value using net revenue   | Actual collection per order    |
| [New Customer Total AOV](/reference/metrics/orders/aov/new-customer-total-aov)             | Total AOV for new customers             | Benchmark new customer baskets |
| [New Customer Gross AOV](/reference/metrics/orders/aov/new-customer-gross-aov)             | Gross AOV for new customers             | New customer full-price demand |
| [New Customer Net AOV](/reference/metrics/orders/aov/new-customer-net-aov)                 | Net AOV for new customers               | Actual new customer value      |
| [Returning Customer Total AOV](/reference/metrics/orders/aov/returning-customer-total-aov) | Total AOV for returning customers       | Track loyalty basket growth    |
| [Returning Customer Gross AOV](/reference/metrics/orders/aov/returning-customer-gross-aov) | Gross AOV for returning customers       | Returning customer demand      |
| [Returning Customer Net AOV](/reference/metrics/orders/aov/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