Why does AOV matter?
AOV shows how much revenue you make per order. It’s a simple but powerful way to measure customer value and marketing efficiency.
What usually breaks AOV?
• Counting revenue at the event level inflates results
• Counting at the item level splits one order into many rows
• Failing to group by transaction ID means orders get duplicated
How should it be done?
The right way is to:
• Sum revenue at the order level
• Calculate the average
What’s the result?
Your AOV is consistent, accurate, and free from double-counting—making it a metric you can trust in boardroom discussions.
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