Canonical formula calculator
AVERAGE ORDER VALUE
How much the average customer spends per order — and where you have the most leverage to grow revenue without finding new customers.
Total revenue from all orders in the period.
Total number of orders placed in the same period.
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Add context for case suggestions
Optional — helps us match this calculation against relevant case studies (coming soon).
What this tells you
Average Order Value is the simplest revenue lever in any transactional business. It tells you the average dollar amount per order across all your sales. Growing AOV by 10% is mathematically equivalent to growing orders by 10% — but it often costs nothing in marketing spend.
When to use it
Track AOV monthly. Watch the trend across promotions, new product launches, and seasons. Use it to decide whether to focus on getting more customers or getting more from each customer. If AOV is climbing, focus on volume. If AOV is shrinking, fix the offer.
What it doesn’t tell you
AOV is an average — it hides distribution. A $100 AOV could be everyone buying $100, or 90% buying $50 and 10% buying $550. Pair AOV with order distribution (median, percentiles) to understand who you are actually selling to.
Coming soon
Cases, plays, and benchmarks for this metric will appear here as the Moonshot knowledge libraries grow. For now: log in to track your number over time and Moonshot will surface trend warnings when the substrate fills in.