Net AOV: Average Order Value After Discounts

Net AOV measures your average net revenue per order after discounts and refunds have been applied.

Formula

Net AOV = Net Revenue ÷ Orders

Formula Components

Metric	Definition
Net Revenue	Revenue after subtracting discounts and refunds from gross revenue
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 $124,700 in net revenue:

Metric	Value
Net Revenue	$124,700
Orders	1,247
Net AOV	$100.00

How It Works

Net AOV divides net revenue by order count. Unlike Gross AOV, it reflects actual retained revenue after discounts and refunds — the most accurate AOV for profitability and ROAS calculations.

When to Use

Scenario	Action
Profitability analysis	Use Net AOV for accurate margin and contribution calculations
ROAS calculations	Pair with ad spend for true return on investment
Evaluating promotions	Compare Net vs Gross AOV to see discount impact
Customer segmentation	Compare New Customer Net AOV vs Returning Customer Net AOV

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

See all AOV metrics →

Gross AOV NC Total 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