Average Order Value Metric
Essential knowledge
Intended Audience:
Business User
Author:
Movyn John
Changed on:
13 Nov 2025
Overview
Learn about the Average Order Value Metric in Fluent Analytics
Key points
- Currency differences may affect multi-region comparisons
- Seasonal variations are normal for many retail categories
- Promotions and discounts will temporarily reduce AOV
What it measures
Average financial value per order created in the selected time period which have been completed.
When to use this metric
- Assess pricing strategy effectiveness
- Monitor customer spending behavior changes
- Evaluate the impact of promotions on order value
- Set targets for upselling and cross-selling initiatives
How to interpret
- Good performance: Steady increases or meeting AOV targets
- Potential issues: Declining AOV may indicate price sensitivity or competitive pressure
- Benchmark guidance: Compare to historical trends and industry benchmarks for your category
Technical details
Formula:
SUM(order.totalPrice) / COUNT(orders) for orders where status = {STATUS_COMPLETE} within the selected time period
Configuration:
- STATUS_COMPLETE: Status definitions for complete orders (default: COMPLETE)
Reference Parameters:
`order.created_date`: Filters the metric to orders created within the selected time period`retailer.ref`: Filters the metric to orders from the selected retailer`order.type`: Filters the metric to orders of specific order types (e.g., home delivery, click-and-collect)
