Average Order Value
The Average Order Value (AOV) Report provides comprehensive insights into your Average Order Value by analyzing the complete customer purchase journey. This report breaks down sales into two key phases:
- Initial Cart - What customers originally intended to purchase
- Upsells - Additional offers presented and accepted during the checkout process
By understanding both components, you can optimize your checkout flow to maximize revenue per order.
What This Report Includes
This report analyzes a specific subset of your orders:
Orders Included:
- Orders that had at least one initial (non-upsell) transaction attempt
- Orders where initial transactions are linked to potential recurring/subscription offers
- Only Cycle 1 transactions (initial billing cycle, excludes rebills and subscription renewals)
- Date range is based on Order Created Date (when the order was first created)
Why This Matters: This report focuses on the complete customer purchase journey starting from initial intent, then tracks how upsell offers perform within that context.
Prerequisites
For this report to work properly, upsell data must be implemented following the Upsell Reporting Guide. This ensures that your initial purchases and upsell offers are tracked correctly and linked together to provide accurate AOV analysis.
Report Metrics
Orders
Total count of unique orders that had at least one initial (non-upsell) transaction attempt. This is used as the denominator for some calculations like Declined Initial Rate.
Declined Initials
Count of orders that had initial purchase attempts declined or failed payment processing. This helps identify checkout friction, payment processing issues, or credit card problems that prevent customers from completing their initial purchase.
Declined Initial Rate
Percentage of orders with declined initial purchases. A high rate indicates problems with checkout flow, payment processing, or customer payment methods that need optimization.
Successful Orders
Count of orders where the initial purchase completed successfully without payment declines or processing errors. This excludes orders where the customer's initial transaction failed.
Success Rate
Percentage of orders that successfully completed their initial purchase. A low success rate may indicate checkout friction, payment processing issues, or credit card declines.
Initial Cart Gross Product Revenue
Total raw product price for initial items before discounts, taxes, or shipping. This shows the face value of what customers originally intended to buy.
Initial Cart Discounts
Total discount amounts applied to initial items including promotional codes and reductions.
Initial Cart Rewards
Customer loyalty points, store credit, or reward program benefits applied to initial purchases.
Initial Cart Shipping
Shipping charges collected specifically for initial items.
Initial Cart Tax
Tax amounts collected on initial items based on customer location and tax rules.
Initial Cart Gift Cards
Gift card redemption amounts applied to initial purchases.
Initial Cart Revenue
Net revenue from initial purchases after applying all discounts, rewards, and gift cards, then adding back shipping and tax based on your revenue settings.
Average Initial Cart Revenue
Average revenue per successful order from initial purchases before any upsells. This is your baseline AOV before attempting to increase purchase value through additional offers.
Upsells Attempted
Count of orders where customers attempted to purchase at least one upsell offer (whether successful or declined). This only counts orders where customers took action on an upsell, not just where upsells were presented.
Upsell Attempted Rate
Percentage of successful orders where customers attempted to purchase upsells. This measures your upsell coverage relative to your successful customer base.
Declined Upsells
Orders that had at least one upsell offer declined or failed payment processing. High numbers here may indicate upsell offers that are too expensive, irrelevant, or presented at the wrong time.
Declined Upsell Rate
Percentage of upsell attempts that were declined or failed payment processing. A high rate suggests room for improvement in upsell targeting, pricing, or presentation timing.
Total Successful Upsells
Total count of orders that had at least one successful upsell. This shows how many orders successfully accepted additional offers beyond their initial purchase.
Upsell Success Rate
Percentage of upsell attempts that resulted in successful purchases. This measures how effective your upsell offers are once customers decide to attempt them.
Orders with Successful Upsells
Percentage of orders that had at least one successful upsell purchase. This shows your overall upsell penetration rate - how often you successfully increase order value through additional offers across your entire customer base.
Total Upsell Count
Total count of individual upsells that were successfully purchased. This counts each successful upsell separately, so one order could contribute multiple upsells.
Upsells Per Order
Average number of successful upsells per successful order. This is calculated as Total Upsell Count divided by Successful Orders. Higher values indicate customers are accepting multiple additional offers, which significantly boosts AOV.
Upsell Gross Product Revenue
Total raw product price for all upsell items before discounts, taxes, or shipping adjustments. This shows the face value of additional products customers chose to purchase beyond their initial intent.
Upsell Discounts
Discount amounts applied specifically to upsell items, including any promotional pricing or bundle discounts on additional offers. May indicate strategic pricing to encourage upsell acceptance.
Upsell Rewards
Customer loyalty points, store credit, or reward program benefits applied to upsell purchases. Shows how customers use earned rewards for additional purchases versus their main items.
Upsell Shipping
Shipping charges collected specifically for upsell items. Often $0 if upsells are digital products or if shipping is bundled at the order level.
Upsell Tax
Tax amounts collected on upsell items based on customer location and applicable tax rates. Varies by product type and customer geography.
Upsell Gift Cards
Gift card redemption amounts applied specifically to upsell purchases. Indicates how gift card holders use their balance for additional items.
Upsell Revenue
Net revenue generated from upsell offers after applying all discounts, rewards, and gift cards, then adding back shipping and tax based on your revenue settings. This is the true incremental revenue from your upsell program.
Total Cart Offers
Count of all successful offers combined (initial purchases + successful upsells). This shows the total volume of individual products/offers sold across all orders.
One Time Sale Offers
Count of non-recurring purchase offers that don't involve ongoing billing cycles. These are traditional "buy once" products versus subscription-based offers.
One Time Sale Offer Rate
Percentage of all successful offers that are one-time sales rather than recurring subscriptions. Higher percentages indicate more traditional e-commerce sales patterns.
Recurring Offers
Count of subscription or recurring billing offers that were successfully purchased. These represent ongoing revenue opportunities beyond the initial transaction.
Recurring Offer Rate
Percentage of all successful offers that involve recurring billing or subscriptions. Higher percentages indicate stronger subscription business model adoption and predictable revenue streams.
Total Cart Offers Per Order
Average number of individual offers (initial + upsells) per successful order. Higher values indicate customers are purchasing multiple items or accepting multiple additional offers during checkout.
Total Cart Gross Product Revenue
Combined raw product price for all items (initial + upsells) before any adjustments. This represents the total face value of everything customers purchased.
Total Cart Discounts
Total discount amounts applied across all items in the complete order. Shows the aggregate impact of all promotional pricing and discounts.
Total Cart Rewards
Total loyalty points, store credit, and reward program benefits applied across the entire order. Indicates overall reward program utilization.
Total Cart Shipping
Total shipping charges collected for the complete order, covering both initial items and any upsells that required additional shipping.
Total Cart Tax
Total tax amounts collected on the complete order based on all items purchased and customer tax jurisdiction.
Total Cart Gift Cards
Total gift card redemption amounts applied to the entire order. Shows how gift card holders use their balance across their complete purchase.
Total Cart Revenue
Final net revenue for the complete order after all adjustments (discounts, rewards, gift cards) plus applicable shipping and tax. This is your actual revenue per order.
Average Total Cart Revenue
Your true Average Order Value (AOV) including both initial purchases and successful upsells, calculated only for successful orders. This is the key metric showing how much revenue each successful customer generates per transaction.
📈 Key Business Insights
1. Upsell Effectiveness
Compare Initial Cart Revenue vs. Total Cart Revenue to see upsell impact:
Upsell Revenue Impact = Total Cart Revenue - Initial Cart Revenue
Upsell Lift % = (Upsell Revenue Impact / Initial Cart Revenue) × 1002. Success Tracking Analysis
Monitor Success Rate and Upsell Success Rate to identify optimization opportunities:
- Success Rate below 85% may indicate checkout friction or payment issues
- Upsell Success Rate shows how effective your offers are once customers attempt them
- Compare Upsell Attempted vs Successful Orders to see upsell coverage
3. Upsell Performance Funnel
Track the complete upsell funnel:
Orders → Upsell Attempted → Upsell Success- Upsell Coverage: (Upsell Attempted / Orders) × 100
- Upsell Conversion: (Upsell Success / Upsell Attempted) × 100
4. Revenue Mix Analysis
Use Recurring Offer Rate to track:
- Subscription business growth
- Customer lifetime value potential
- Revenue predictability
5. Per-Order Performance
Track Upsells Per Order and Average Initial Cart Revenue to:
- Benchmark against industry standards
- Set upsell targets
- Measure improvement over time
🎯 Optimization Strategies
Improve Initial Success Rate
- Streamline checkout process
- Optimize payment processing
- Reduce form friction
- A/B test checkout flow elements
Increase Upsell Attempts
- A/B test upsell offer timing
- Optimize upsell product relevance
- Improve upsell offer presentation
- Test different upsell triggers
Boost Upsell Success Rate
- Simplify upsell checkout process
- Offer relevant complementary products
- Use progressive pricing strategies
- Test upsell copy and positioning
Maximize Overall AOV
- Focus on high-value upsell offers
- Bundle complementary products
- Implement progressive upselling
- Monitor and optimize the complete funnel
💡 Pro Tips
- Baseline Measurement: Use Initial Cart Revenue as your baseline to measure upsell program ROI
- Segmentation: Filter by customer segments, traffic sources, or campaigns to identify high-performing audiences
- Time-based Analysis: Compare performance across different time periods to spot trends
- Conversion Funnel: Use this report alongside traffic and conversion reports to see the complete customer journey
❓ Frequently Asked Questions
Q: Why am I seeing no upsell data in this report?
A: If all your upsell metrics show zero, your upsell data likely isn't being tracked properly. This report requires specific implementation to link initial purchases with upsell offers. Review the Upsell Reporting Guide to ensure your upsell offers are being sent with the correct parameters and linked to the initial transaction properly.
Q: Why might Orders not equal Successful Orders?
A: Some orders may have failed payment processing, declined transactions, or other checkout issues that prevented completion.
Q: What's the difference between Gross Product Revenue and Revenue?
A: Gross Product Revenue is the raw product price. Revenue is the net amount after discounts, rewards, and gift cards, plus shipping/tax based on your settings.
Updated 8 days ago