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