AOV calculator

Use one reporting window and a consistent measurement scope. Replace the example inputs with your own figures. The result updates locally as you type. Copy the result to your planning notes, or copy a link containing only the numeric inputs. Reset restores the illustrative example.

• Enter total revenue and the number of orders for the period.
• Read the average order value.
• Compare across channels or products.
• Use it in your max CPA calculation.

£4,200 revenue from 60 orders gives £70 AOV. If one customer placed two orders, both orders belong in the denominator. Revenue per customer is a separate measurement.

Average order value = net order revenue / completed orders.

Decide whether revenue excludes sales tax, discounts, returns and shipping, then use that definition consistently. The average can rise because a few expensive orders changed the mix. It does not establish higher margin or better retention. Compare AOV with contribution per order, conversion rate and purchase frequency rather than optimising it alone.

AOV matters because it sets what you can afford to spend per order. Raising it with bundles or thresholds helps only if margin holds.

• Product mix.
• Free shipping threshold.
• Discounts.
• Outliers.
• Including refunded orders.
• Ignoring outliers.
• Raising AOV with low margin items.
• Mixing currencies.