Average order value.

Worked example

$2,000 of revenue from 100 orders: AOV = $2,000 / 100 = $20. With 250 units sold that is 250 / 100 = 2.5 units per order at $2,000 / 250 = $8 per unit. If AOV rose 10% on the same 100 orders, each order would average $22 and revenue would rise by $200.

How it works

AOV is total revenue divided by the number of orders in the same period. Use the same revenue definition every time (before or after refunds, with or without shipping and tax) or the trend will not be comparable.

Google Analytics 4 counts orders as "Ecommerce purchases" (the number of times users completed a purchase) and defines "Purchase revenue" as the sum of revenue from purchases minus any refunds, so GA4 figures give a net-of-refunds AOV.

Units per order = units sold / orders and average unit price = revenue / units. AOV equals units per order times average unit price, so you can see whether a change came from basket size or from price.

The AOV change is applied to current revenue: extra revenue = revenue x change %. It assumes the number of orders stays the same, which you should test rather than assume.

Sources and basis (opened 2026-10-18): Average Order Value: Formula and 7 Ways - Shopify; Analytics dimensions and metrics - Analytics Help (GA4). AOV formula and the $2,000 / 100 example are from the Shopify page; GA4 metric definitions from the GA4 page. Units per order, unit price and the change are arithmetic on your inputs.

Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast of future performance. Everything runs in your browser. Nothing you type is sent or stored.

FAQ

How do you calculate average order value?

Divide total revenue by the number of orders in the same period. $2,000 of revenue from 100 orders is $20.

Should refunds, shipping and tax be included?

Pick one definition and keep it. GA4 purchase revenue is net of refunds. Using revenue before refunds in one month and after refunds in another makes the trend misleading.

What is a good average order value?

This page does not publish industry benchmarks. Compare the result with your own earlier periods and segments. A higher AOV only helps if it does not cost you orders or margin.

Does a higher AOV mean more profit?

Not by itself. Check the margin on the added items and any discount or free-shipping threshold used to get there. The contribution margin and coupon calculators show the profit side.