Why country-level AOV matters?

Global products rarely behave globally. I’ve seen identical funnels perform very differently just because of geography.

Where the mistake usually happens?

Country lives on the event. Revenue lives on the order.

If you mix them too early, you get nonsense:

  • Users from one country
  • Orders from another
  • One “average” that explains nothing

You must first rebuild the order. Only then can you safely attach country and compare behavior.

How I calculate it now?

Orders first. Geography second. Metrics last.

That single rule prevents endless “why does this look wrong?” discussions.

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