> ## 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.

# Cohort AOV: Average Order Value by Customer Cohort

> Track average order value for orders placed by customers in each cohort. Monitor Shopify AOV trends as cohorts mature over time.

<Tip>
  Average order value for orders placed by customers in the cohort, tracked over time as the cohort matures.
</Tip>

## Formula

<Info>
  **Cohort AOV** = [**Cohort Revenue**](/reference/metrics/orders/ltv/cohort-net-revenue) ÷ **Cohort Order Count**
</Info>

### Formula Components

| Metric                                                                 | Definition                                    |
| ---------------------------------------------------------------------- | --------------------------------------------- |
| [**Cohort Revenue**](/reference/metrics/orders/ltv/cohort-net-revenue) | Total revenue from orders by cohort customers |
| **Cohort Order Count**                                                 | Number of orders placed by cohort customers   |

| Metadata        |                                     |
| --------------- | ----------------------------------- |
| **Type**        | Currency                            |
| **Data Source** | [Shopify](/sources/catalog/shopify) |
| **Aggregation** | Average                             |

***

## Example

AOV trends for a Q1 2024 cohort across their purchase history:

| Order Number | Cohort AOV | Change |
| ------------ | ---------- | ------ |
| 1st Order    | \$75       | —      |
| 2nd Order    | \$82       | +9.3%  |
| 3rd Order    | \$95       | +15.9% |
| 4th+ Orders  | \$110      | +15.8% |

***

## How It Works

Cohort AOV tracks whether customers increase their order sizes over time. Many businesses see AOV grow as customers become more familiar with the product range. This metric helps distinguish between cohorts that grow basket sizes versus those that maintain flat spending patterns. Data is synced from your Shopify orders.

***

## When to Use

| Scenario                      | Action                                           |
| ----------------------------- | ------------------------------------------------ |
| Tracking customer maturity    | See if repeat customers spend more per order     |
| Evaluating cross-sell success | Rising AOV indicates effective upselling         |
| Comparing cohort quality      | Some acquisition sources attract higher spenders |
| Forecasting revenue           | Combine with retention to project cohort value   |

***

## Related Metrics

| Metric                                                                       | Relationship                         |
| ---------------------------------------------------------------------------- | ------------------------------------ |
| [Total AOV](/reference/metrics/orders/aov/total-aov)                         | Overall average order value          |
| [Cohort Revenue](/reference/metrics/orders/ltv/cohort-net-revenue)           | Numerator of this calculation        |
| [Cohort Retention %](/reference/metrics/orders/ltv/cohort-retention-percent) | How many customers continue ordering |
| [Units Per Order](/reference/metrics/orders/counts/units-per-order)          | Basket size driver of AOV            |

[See all LTV metrics →](/reference/metrics/orders/ltv)