How To Find Average Order Value In Google Analytics

Google Analytics offers insightful data regarding the performance of your website, and among its capabilities is tracking the average order value (AOV). This article will explore the process of identifying AOV within Google Analytics and its significance for your enterprise.

What is Average Order Value?

Average order value refers to the average amount of money that a customer spends on each transaction. It is calculated by dividing the total revenue generated from all transactions by the number of transactions. This metric is important because it helps businesses understand how much customers are willing to spend on their products or services.

Why is AOV Important?

AOV is an important metric for businesses because it can help them make informed decisions about their marketing and pricing strategies. By tracking AOV, businesses can identify trends in customer behavior and adjust their strategies accordingly. For example, if the AOV is consistently low, it may indicate that customers are not finding enough value in the products or services being offered.

How to Find AOV in Google Analytics

To find the AOV in Google Analytics, you will need to follow these steps:

  1. Log in to your Google Analytics account and navigate to the “Ecommerce” section.
  2. Click on the “Overview” tab to see a summary of your ecommerce data.
  3. Look for the “Average Order Value” metric in the table. This will show you the average amount spent per transaction over a specific period of time.


In conclusion, finding the AOV in Google Analytics is an important step for businesses to understand their customers’ behavior and make informed decisions about their marketing and pricing strategies. By tracking this metric over time, businesses can identify trends and adjust their strategies accordingly to increase revenue and customer satisfaction.