How To Track Average Order Value

Learn how to effectively track Average Order Value (AOV) in Google Analytics 4 by creating a comprehensive report that evaluates your pricing strategies, marketing campaigns, and revenue performance.

Why Track Average Order Value in Google Analytics 4

Average Order Value (AOV) is a critical e-commerce metric that helps businesses understand how much customers typically spend per transaction. By tracking AOV in Google Analytics 4, you can evaluate the effectiveness of your pricing strategies, marketing campaigns, and overall revenue performance. We’ll show you how to create a comprehensive AOV report in GA4 that will help you make data-driven decisions to increase customer spending.

Basic Report Structure

• Report Type: Free Form Exploration
• Visualization: Table with line chart
• Primary Dimension: Date
• Secondary Dimensions: Campaign, Source/Medium
• Metrics: Average Purchase Revenue, Total Revenue, Total Purchases
• Time Range: Last 30 days with previous period comparison

Steps to Create the Report

1. Open GA4 and navigate to the Explore section.
2. Click the Blank template to start a new exploration.
3. Under the Dimensions, click the + button and search for Date, Campaign, and Session source/medium; check the checkbox beside them and click Confirm.
4. Under the Metrics, click the + button and search for Average purchase revenue, Total revenue, and Purchases; check the checkbox beside them and click Confirm.
5. Drag Date to the Rows section of your report.
6. Drag Average purchase revenue, Total revenue, and Purchases to the Values section.
7. Click the Plus icon in the tabs section to add a new tab.
8. Select Line Chart visualization.
9. Drag Date to the X-axis.
10. Drag Average purchase revenue to the Y-axis.
11. Set your date range to Last 30 days and enable comparison to the previous period.

Important Dimensions and Metrics

• Date: Tracks AOV trends over time
• Campaign: Identifies which marketing campaigns drive higher AOV
• Session source/medium: Shows which traffic sources generate better AOV
• Average purchase revenue: Your primary AOV metric
• Total revenue: Provides context for overall sales performance
• Purchases: Shows the number of transactions contributing to AOV

Actionable Insights from the Report

1. Identify marketing campaigns that drive higher AOV and allocate more budget to these channels.
2. Analyze days or times when AOV peaks to optimize promotional timing.
3. Compare AOV across different traffic sources to focus on channels that bring high-value customers.
4. Use AOV trends to evaluate the success of upselling and cross-selling strategies.
5. Monitor AOV changes after pricing or promotional changes to assess their impact.

Answers Similar Questions

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