Glossary · A

Average order value

Also called AOV, average basket

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A shop's revenue from orders divided by the number of orders over a period: what a typical order is worth.

Average order value is revenue divided by orders. It's the shop's own figure, not a Google Ads column, and every system that reports it has its own idea of revenue: before or after refunds, with or without VAT and delivery, before or after a discount. GA4's nearest metric is Average purchase revenue, built on Purchase revenue, which Google defines as the sum of revenue from purchases made on your website or app, minus any refunds given.

In an affiliate programme it decides what each sale pays. Commission is usually a percentage of the order value the network tracks, so 8% of a £60 order is £4.80, and of a £120 order £9.60. The network's own order values are the ones commission is paid on, so for any sum about commission, take the average from the network's report rather than the shop's.

It moves with seasons, sales and the mix of products, so take it over the same months as the other numbers in a sum, and check whether orders made with a code are recorded before or after the discount. The guide to what others' ads on your brand cost uses it to turn orders into commission, beside your conversion rate.

Sources

Google's own help and policy pages first.

  1. Analytics Help: Analytics dimensions and metrics