Gross AOV: Average Order Value Before Discounts

Gross AOV measures your average gross product revenue per order before discounts and refunds are applied.

Formula

Gross AOV = Gross Revenue ÷ Orders

Formula Components

Metric	Definition
Gross Revenue	Revenue from product sales before subtracting discounts or refunds
Orders	Total number of completed orders placed

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Ratio

Example

Your store processed 1,247 orders in January with $143,410 in gross revenue:

Metric	Value
Gross Revenue	$143,410
Orders	1,247
Gross AOV	$115.00

How It Works

Gross AOV divides your total gross product revenue by order count. Unlike Net AOV, it shows what customers add to cart before any discounts or refunds are applied — giving you the baseline cart value customers intend to spend.

When to Use

Scenario	Action
Measuring baseline cart value	Compare to Net AOV to see discount impact on transaction size
Evaluating product pricing	Track Gross AOV to understand cart composition before promotions
Analyzing bundle effectiveness	Higher Gross AOV indicates successful cross-sell and upsell
Setting discount thresholds	Use Gross AOV to determine minimum order amounts for promotions

Metric	Relationship
Net AOV	AOV after discounts and refunds
Total AOV	AOV including shipping and taxes
Gross Revenue	Numerator — product revenue before adjustments
New Customer Gross AOV	Gross AOV for first-time buyers

See all AOV metrics →

Total AOV Net AOV

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics