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    AOV Calculator

    Divide your revenue by your orders to see how much a typical customer spends per checkout.

    • 100% free
    • No sign-up
    • Runs in your browser
    $

    Average order value

    $75.00

    Revenue at +10% AOV

    $49,500

    Same orders, slightly bigger baskets

    How do I calculate average order value for my store?

    Average order value (AOV) is the average amount a customer spends each time they place an order. It is one of the three levers that determine a store's revenue, alongside traffic and conversion rate:

    Revenue = Sessions × Conversion rate × AOV

    AOV deserves special attention in paid advertising because you pay for clicks, not for basket size. If you can get each customer to spend more per order, your ad cost per order stays roughly the same while revenue and profit per order rise.

    When to use the aov calculator

    Best for

    • Tracking basket size month over month
    • Setting a free-shipping threshold
    • Checking room to bid higher in Google Shopping

    Not the right pick for

    • Measuring total spend per customer — use the customer lifetime value calculator
    • Judging profit per order — use the profit margin calculator

    How it works

    1. 1

      Enter your revenue

      Use product revenue for the period, handled consistently.

    2. 2

      Enter your orders

      Use the number of orders from the same period.

    3. 3

      Read your AOV

      See the average amount spent per order.

    4. 4

      Compare over time

      Track it monthly and against your cost per order.

    How to calculate AOV

    AOV = Revenue ÷ Number of orders

    Worked example

    Last month your store had $48,000 in revenue from 600 orders.

    AOV = $48,000 ÷ 600 = $80

    Now suppose you add a bundle offer and AOV rises to $90 with the same 600 orders. Revenue becomes $54,000, an extra $6,000, without spending another dollar on ads.

    Which revenue figure to use

    Be consistent about what goes in:

    • Exclude or include taxes and shipping the same way every time. Most stores calculate AOV on product revenue, excluding sales tax.
    • Decide how to treat refunds. Using net revenue after refunds gives a truer picture.
    • Watch for outliers. A few very large wholesale or B2B orders can inflate AOV. If they are unusual, analyze them separately.

    How AOV affects your Google Ads economics

    Higher AOV gives your campaigns more room in every metric:

    AOVGross profit at 40% marginBreak-even CPAMax profitable CPC at 2% CR
    $60$24$24$0.48
    $80$32$32$0.64
    $100$40$40$0.80

    Each extra dollar of AOV raises how much you can afford to pay per click and per order. That lets you bid more competitively in Shopping auctions, win more impressions, and still stay profitable. See the full effect with the target CPA calculator and CPC calculator.

    AOV also affects which bidding strategy fits. When order values vary a lot, Target ROAS in Shopping and Performance Max generally serves you better than Target CPA, because it weighs a large order more heavily than a small one.

    What is a good AOV?

    AOV depends almost entirely on what you sell. A store selling phone cases and one selling office chairs will have very different numbers, and neither is better. More useful questions are:

    • Is your AOV rising or falling over time? Track it monthly.
    • How does it compare to your cost per order? If acquiring an order costs nearly as much as the gross profit on it, AOV is the lever to pull.
    • How does it differ by channel? Customers from email or branded search may spend more than customers from prospecting ads.
    • How close is it to your free-shipping threshold? Many stores set the threshold a little above current AOV to nudge baskets up.

    How to increase average order value

    1. Bundles. Group items commonly bought together at a modest discount. Bundles can also be listed as their own products in Merchant Center.
    2. Free-shipping thresholds set just above your current AOV.
    3. Cross-sells and upsells on product pages and in the cart: matching accessories, larger sizes, premium versions.
    4. Volume pricing such as "buy 2, save 10%" on consumables.
    5. Gift with purchase above a certain spend.
    6. Advertise higher-value products. Give your best-margin, higher-priced products enough budget in Shopping campaigns rather than letting cheap items absorb most of the spend.

    Watch your margin as you do this. A bundle discount that raises AOV but cuts margin too far can leave you with less profit per order.

    Free tool vs having us run your Google Ads

    Free tool (do it yourself)Mercantads does it for you
    Know your numbersCalculate them hereTargets set from your real margins and data
    CampaignsLearn and build them yourselfShopping, Performance Max and Search built for you
    OptimizationWhenever you find timeWeekly search terms, bids, budgets and feed updates
    ResultsDepends on your time and experienceA Google Partner team focused on your profit
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    FAQ

    Frequently Asked Questions

    Divide total revenue by the number of orders in the same period. $48,000 from 600 orders is an $80 AOV.

    Most stores exclude tax and handle shipping consistently one way or the other. The key is to use the same definition every time so trends are meaningful.

    No. AOV is the spend per order; lifetime value is the total a customer spends across all their orders. Use the customer lifetime value calculator to estimate that.

    Your ad cost per order does not grow with basket size, so a higher AOV means more profit per order and more room to bid competitively.

    More free tools

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    AOV Calculator

    Divide your revenue by your orders to see how much a typical customer spends per checkout.

    Use the aov calculatorGet expert help