Metrico glossary
Average Order Value (AOV)
AOV is the average order revenue across the orders included in a selected period or cohort.
Definition
AOV is a store-side commerce metric that helps explain how much revenue an average order contributes before costs. It can change because of product mix, pricing, discounts, bundles, upsells, seasonality, or customer mix. AOV should use a clearly defined revenue basis, especially when refunds, taxes, or shipping are included differently across reports.
Formula
AOV = included order revenue ÷ included order count
Example
$30,000 of included revenue ÷ 600 orders = $50 AOV.
What to remember
- Define the revenue field used in the numerator.
- AOV does not measure margin or customer lifetime value.
- Product-mix changes can move AOV even when conversion rate is stable.