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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