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Your Average Order Value (AOV) Explained

The Average Order Value (AOV) is the average amount spent by a customer per purchase. But what about the Average Revenue Per User? It’s important to measure both to truly understand your customers. To measure this properly, you should use a Customer Data Platform or Data Management Platform. The average order value is the amount that an average customer spends per order. This can be measured on a site-wide level or for specific categories, like product types. However, this does not show the amount spent by each individual customer! The revenue per user, or RPU, is an important metric, but it’s also hard to measure without the right technology. 


No matter the time period, the AOV kpi is a metric that online businesses can use to understand their customers’ purchasing habits. Having this knowledge as a benchmark helps you set goals and strategies, as well as evaluate how well those strategies are working. For example, when combining it with other metrics, you can tell if your customers are loyal or new, and how much the profit from them differs. When AOV is used in relation to channels, you can understand a customer’s profile per marketing channel.


An average order value is an important key performance indicator. Online businesses measure this to understand their customers’ purchasing habits. AOV can be tracked for any time period, but the most common is a moving monthly average. An important way of improving any e-commerce website is to make sure their average order value (AOV) increases. It is more profitable and impactful than increasing traffic. Increasing AOV means making sure customers are happy and able to find the product they want. Making improvements such as having more of the target customer’s preferred products in stock or how they like to pay can help increase AOV. Start using AOV as your main metric! The AOV can also be measured with the new Salesforce attribution connection made with Odyssey.