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

Average Unit Value (AUV) = [Revenue: Total / Units: Total]

Which reports can I use AUV with?

• In the Key Metrics report for an overall view.

• Against any Products report – this will tell you the AUV 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 AUV attributed to a specific static page, promotion code or search term etc.

Note: Do not use AUV 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.

FAQ’s

Q: Why does Average Unit Value (AUV) not match the retail price currently live on site / that trading teams have provided me with?

A: There are several scenarios which may cause AUV to vary from retail price

• Adobe will calculate the AUV over the time period you have set. If the product varied in price over that time period, due to promotions etc., then Adobe takes the average of all these prices.
• Adobe takes the value as what the customer paid for the item. So the onsite selling price of a mattress may be £100, but if there is a 20% off furniture promo code, the customer will actually pay £80 for the item and this is the unit value that Adobe will capture.
• If the product is in a special offer bundle, Adobe will capture the unit price as whatever the customer paid for it within the offer. If the example offer below was purchased, the PS4 game would have £0 sales and 1 unit attributed to it, while the console would have £278.99 sales and 1 unit attributed to it.