# Average Order Value

In this article, we will explain what is Average Order Value in GA4 and how to track it in Rows.

## What is Average Order Value

Average Order Value (AOV), also known as Average Purchase Revenue (APR) in GA4, is a key e-commerce metric.

It represents the average amount of money spent each time a customer places an order on your website or app. This metric provides insights into customer purchasing behavior and the effectiveness of your pricing and marketing strategies.

While traditionally associated with e-commerce, AOV is equally crucial for SaaS and digital products, where it can represent the average value of subscriptions or digital purchases.

In these contexts, it helps measure the effectiveness of pricing tiers, upselling strategies, and the overall value proposition of the digital offering.

## How to compute Average Order Value

The Average Order Value can be calculated using the following formula:

AOV = Total Revenue / Number of Transactions

For example, if your total revenue for a given period is \$10,000 and you had 100 purchases: AOV = \$10,000 / 100 = \$100

It's important to note that GA4 calculates this metric (calling it APR) automatically when you have e-commerce tracking properly set up.

## How to track Average Purchase Revenue in GA4

The monetization report does not provide a quick way to compute the Average Purchase Revenue.

• The default Overview contains a chart that displays the "Average purchase revenue per user" (ARPU) which is basically ARP / Paying users.

• The In-app purchase report contains a default "Average product revenue" column that represents a ratio between Revenue and number of product solds, broken down by product item.

To properly display AOV, you need to use the Exploration tool and set up a custom report using metrics like "Average Purchase Revenue", or "Total revenue" and "Purchases", and adding dimensions like "Date", "City", "Source / Medium," or "Product" for deeper insights. Example:

## How to use Rows to track Average Order Value

As seen above, GA4 asks you to build a custom report to visualize AOV. Rows offers more flexibility in running the same analysis and visualizing the AOV.

Rows is the easiest way to access, transform and share your business data. It works 100% as a spreadsheet, but lets you bring live data from 50+ sources, including GA4's User Stickiness, directly into your spreadsheet, thanks to built-in API integrations.

To display AOV in Rows, you need to:

1. Open a new spreadsheet, click on Data Actions and select GA4 under the Import Data menu

1. Connect your GA4 account to Rows, using OAuth procedure

2. Create a custom data request

3. Select a date range, Average Purchase Revenue as a metric and any dimension to break it down by, e.g., data, session / source, city or landing page.

While Rows doesn't have a specific template for AOV, you can use the GA4 Journey Report or GA4 Event Conversion Report or as starting points. You can then modify this to import and analyze data related to average purchase revenue.

Other useful Rows templates for complementary analysis:

These templates can help you understand how acquisition channels affect user paths and how different paths contribute to conversions, providing a more holistic view of your user journey optimization efforts.