A calculated metric which tells you, on average, how much sales revenue is taken per order. The calculation is:

Average Order Value (AOV) = [Revenue: Total / Orders: Total]

Which reports can I use AOV with?

• In the Key Metrics report for an overall view.

• Against any Products report – this will tell you the AOV for the particular product / brand / Trading Series / Web category you are interested in.

• Against any eVar report, for example;

• Static Pages (eVar6)
• Promotion Code (eVar11)
• Search Term: Lister (eVar1)
• Search Term: Onclick (eVar4)
• Internal Campaign ID (eVar5)

This will give you the AOV attributed to a specific static page, promotion code or search term etc.

Note: Do not use AOV with prop or traffic reports, as these are not able to stitch sales to customer interactions. They are there purely to count the volume of instances of these interactions rather than the sales they generate.

Remember that the four fulfilment types are captured separately, and if a customer places several reservations in one visit, for example, they will be captured as separate orders. Therefore this is not the same as revenue per visit or revenue per customer.