Understand average order value

What is average order value?

AOV = qualifying order value ÷ qualifying order count

The word "qualifying" matters. Failed, pending, free, test, refunded, partly refunded, disputed and recurring orders can each change the top number, the bottom number, or both. Pick one rule and stick to it.

Before you compare anything, fix one Site, one currency, one full date range and one timezone. Do not mix currencies unless you have a clear way to convert them.

How do I read AOV in my analytics?

1. Open your analytics and look for the AOV definition shown on screen.
2. Note the order value and order count behind it.
3. Check which order statuses are included.
4. Check how discounts, taxes, tips, refunds, disputes, fees and currency conversion are handled.
5. Keep free offers apart from paid orders.
6. Compare like with like: similar products, similar periods.
7. Look at the spread. One large order can drag the average up.
8. Read AOV next to conversion rate, order count, revenue and refunds.

AOV is not what you keep. Tapmy takes 3% of sales on Pro and 1% on Max. Stripe processing fees, taxes, refunds, disputes and currency conversion can also change what reaches your bank.

When is a higher AOV a good sign?

Not always. AOV can rise because of pricing, product mix, bundles, order bumps, renewals or a few big purchases. If AOV goes up while conversion or customer satisfaction drops, look at the whole buying journey.

To raise it honestly, make relevant offers easy to understand and choose. Skip fake scarcity, pre-ticked add-ons and unrelated upsells. Show the full price and what is delivered before the buyer commits.

When you compare two launches, remember that a premium service and a low-cost download answer different questions. Their AOVs are not comparable.

Checklist

• You can rebuild AOV from a stated value and count.
• You know which statuses, refunds, taxes, discounts and currencies are in the number.
• You read AOV alongside conversion, volume, revenue and refunds.
• You improve customer value, not just the average.

If your number is different

If your own calculation does not match the dashboard, check whether Tapmy uses gross or net value, whether it dates an order by creation or completion, and whether partial refunds change the original period. Also look for free orders, test activity, renewals, mixed currencies and active filters.

A quiet week can give a jumpy average. Do not invent a median or distribution metric if the dashboard does not show one.

Related guides

See Revenue, orders, and refunds explained, Understand conversion rate and Measure a launch. If an AOV figure cannot be reconciled, send Tapmy Support a few redacted order examples and the report you were viewing.