> ## 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.

# Gross AOV: Average Order Value Before Discounts

> Track Gross AOV to measure your average order value before discounts and refunds — the baseline cart value customers intend to spend.

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

## Formula

<Info>
  **Gross AOV** = [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue) ÷ [**Orders**](/reference/metrics/orders/counts/orders)
</Info>

### Formula Components

| Metric                                                               | Definition                                                         |
| -------------------------------------------------------------------- | ------------------------------------------------------------------ |
| [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue) | Revenue from product sales before subtracting discounts or refunds |
| [**Orders**](/reference/metrics/orders/counts/orders)                | Total number of completed orders placed                            |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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](/reference/metrics/orders/aov/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](/reference/metrics/orders/aov/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                                        |

***

## Related Metrics

| Metric                                                                         | Relationship                                   |
| ------------------------------------------------------------------------------ | ---------------------------------------------- |
| [Net AOV](/reference/metrics/orders/aov/net-aov)                               | AOV after discounts and refunds                |
| [Total AOV](/reference/metrics/orders/aov/total-aov)                           | AOV including shipping and taxes               |
| [Gross Revenue](/reference/metrics/orders/revenue/gross-revenue)               | Numerator — product revenue before adjustments |
| [New Customer Gross AOV](/reference/metrics/orders/aov/new-customer-gross-aov) | Gross AOV for first-time buyers                |

[See all AOV metrics →](/reference/metrics/orders/aov)