Average Order Value: Track AOV by Revenue Type

Track AOV metrics in Upstack. Includes Total AOV, Gross AOV, Net AOV by customer type with formulas and optimization tips.

Average Order Value (AOV) metrics measure the average revenue per order at different calculation levels. Use these to optimize cart value and compare customer segments.

Data Source: Shopify
Metrics: 10

Metrics in This Group

The tables below highlight the most commonly used metrics in this group — browse the full list in the sidebar.

Metric	Description	When to Use
Total AOV	Average order value using total revenue	Headline AOV reporting
Gross AOV	Average order value using gross revenue	Full-price basket analysis
Net AOV	Average order value using net revenue	Actual collection per order
New Customer Total AOV	Total AOV for new customers	Benchmark new customer baskets
New Customer Gross AOV	Gross AOV for new customers	New customer full-price demand
New Customer Net AOV	Net AOV for new customers	Actual new customer value
Returning Customer Total AOV	Total AOV for returning customers	Track loyalty basket growth
Returning Customer Gross AOV	Gross AOV for returning customers	Returning customer demand
Returning Customer Net AOV	Net AOV for returning customers	Returning customer collections

How These Metrics Relate

AOV metrics are calculated as Revenue ÷ Orders:

• Total AOV = Total Revenue ÷ Orders
• Gross AOV = Gross Revenue ÷ Orders
• Net AOV = Net Revenue ÷ Orders

Each variant is segmented by New Customer and Returning Customer for comparison.

Choosing the Right Metric

• Headline reporting: Use Total AOV for general reporting
• Discount impact: Compare Gross AOV vs Net AOV to see discount effect
• Customer comparison: Compare New Customer AOV vs Returning Customer AOV
• Upsell optimization: Track Net AOV to measure actual value optimization