Average Purchase Value

Average purchase value is very close to AOV but can also refer to the average amount spent per customer over a complete period rather than per order. It is an indicator of engagement depth.

Calculation: Average Purchase Value = Revenue / Number of unique customers in the period. For example, $200,000 in revenue from 1,000 active customers gives an average value of $200 per customer.

This metric is useful for segmenting your base: customers with an average value above the median are your VIPs. It also feeds into LTV and forecasted ROAS calculations.

Fullmetrix calculates average purchase value by segment, cohort, and acquisition channel to identify the sources that generate the most profitable customers.