The average total revenue collected per order, including shipping and taxes.
| Metric | Definition |
|---|
| Total Revenue | Sum of all revenue from orders including shipping and taxes |
| Orders | Total number of completed orders placed |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your store processed 1,247 orders in January with $156,820 in total revenue:
| Metric | Value |
|---|
| Total Revenue | $156,820 |
| Orders | 1,247 |
| Total AOV | $125.76 |
How It Works
Total AOV divides your total revenue (including shipping charges and taxes) by the number of orders. This gives you the complete average transaction size, reflecting what customers actually pay at checkout rather than just product value.
When to Use
| Scenario | Action |
|---|
| Measuring checkout value | Compare against Gross AOV or Net AOV to see shipping/tax impact |
| Setting free shipping thresholds | Set threshold above Total AOV to encourage larger carts |
| Evaluating upsell strategies | Track Total AOV lift from bundles or recommended products |
| Comparing customer segments | Compare New Customer Total AOV vs Returning Customer Total AOV |
| Metric | Relationship |
|---|
| Gross AOV | Product revenue only (excludes shipping/taxes) |
| Net AOV | After discounts and refunds |
| New Customer Total AOV | Total AOV for first-time buyers |
| Returning Customer Total AOV | Total AOV for repeat customers |
