How to Find Average Order Value in Google Analytics 4

Finding your Average Order Value (AOV) in Google Analytics 4 should be simple, but it can feel like the metric went into hiding. Unlike in Universal Analytics, AOV isn't a standard, out-of-the-box metric you can just add to any report. This article will show you exactly how to find it with a quick calculation and how to create a proper AOV report for ongoing analysis.

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What is Average Order Value (AOV) and Why Track It?

Average Order Value is a cornerstone e-commerce metric that tells you the average amount customers spend each time they place an order on your site. The formula couldn't be simpler:

AOV = Total Revenue / Total Number of Orders

Tracking AOV is essential because it’s a direct indicator of your customers' purchasing habits. A rising AOV means you're successfully encouraging customers to buy more per transaction - boosting your revenue without the costs of acquiring new customers. It helps you measure the impact of strategies like:

• Offering product bundles or packages
• Cross-selling related items on product and checkout pages
• Suggesting upgrades or premium versions (up-selling)
• Setting free shipping thresholds to encourage larger carts

By regularly monitoring AOV, you can see which marketing channels bring in high-spending customers and which promotions effectively increase cart sizes.

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Where to Find AOV Data in Standard GA4 Reports

While GA4 doesn't have a pre-built "Average Order Value" metric you can click on, all the data you need is available in the standard monetization reports. This method involves a quick manual calculation, perfect for a one-off check.

Here’s how to do it:

1. Navigate to Reports > Monetization > E-commerce purchases.
2. On this screen, you’ll see several summary cards at the top. The two numbers you need are right there: Purchase revenue and E-commerce purchases (this is your count of orders/transactions).
3. Divide the Purchase revenue by the number of E-commerce purchases. For example, if your revenue is $10,000 from 200 purchases, your AOV is $50.

$10,000 (Purchase revenue) / 200 (E-commerce purchases) = $50 (Average Order Value)

That's it. It’s a fast way to get a snapshot, but it’s not ideal for ongoing tracking or deeper analysis, as you can't easily break AOV down by date, campaign, or channel this way. For that, you’ll need to build a custom exploration.

How to Build a Reusable AOV Report in GA4 Explorations

For more robust and repeatable analysis, the GA4 Explore section is your best friend. Here, you can create a calculated metric for AOV that you can reuse in various reports. This might seem intimidating, but it’s just a few simple steps.

Let's build a clean, shareable report that shows your AOV over time.

Step 1: Create a New Exploration

First, navigate to the Explore tab in the left-hand GA4 sidebar and click on Blank report to start from scratch.

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Step 2: Import Your Dimensions

A dimension is what you use to break down your data (like date, country, or traffic source). In the "Variables" column on the left, click the plus sign (+) next to Dimensions.

Search for and select the dimensions you want to analyze. Here are some good ones for AOV analysis:

• Date: To track AOV trends over time.
• Session source / medium: To see which channels drive the highest-value orders.
• Session campaign: To measure how specific campaigns impact AOV.

Once you’ve checked the boxes for your chosen dimensions, click the blue Import button in the top right.

Step 3: Import Your Metrics

Metrics are the quantifiable numbers you want to measure. Click the plus sign (+) next to Metrics in the same "Variables" column.

You’ll need two key metrics to calculate AOV:

• Purchase revenue: The total revenue from user purchases.
• Total purchases: The number of times the "purchase" event was triggered.

Import these two metrics.

Step 4: Create Your "Average Order Value" Calculated Metric

This is where the magic happens. Here we'll teach GA4 how to calculate AOV so you can use it just like any other metric.

1. In the "Metrics" section, click the plus sign (+) again.
2. At the top of the window that pops up, choose Calculated metric. You'll switch from the standard tab to the calculated tab.
3. Name your metric: Call it "Average Order Value" or simply "AOV".
4. Enter the formula: In the formula box, type {{ to bring up a list of available metrics. Select Purchase revenue, then type /, then open the braces again and select Total purchases. Your final formula should look like this:

{{Purchase revenue}} / {{Total purchases}}

1. Set the unit of measurement: Choose "Currency" and select your reporting currency (e.g., USD).

Click Create. Your shiny new AOV metric will now appear in your list of available metrics.

Step 5: Build Your AOV Report

Now that all the pieces are in place, you can build your report in the "Tab Settings" column on the right.

• Add Rows: Drag a dimension from the "Variables" column over to the "Rows" box. Let’s start with Date.
• Add Values: Drag your metrics over to the "Values" box. We recommend adding Purchase revenue, Total purchases, and your new Average Order Value metric.

Instantly, you’ll see a table appear showing your AOV for each day. You can change the visualization from "Table" to "Line chart" at the top of the "Tab Settings" column to see a visual trend of how your AOV has changed over time.

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Practical Tips for Analyzing Your AOV

Simply finding the number isn’t enough. The real value comes from using it to make smarter decisions. Here are a few ways to slice your newfound AOV data:

• Compare AOV by Channel: Swap "Date" out of the "Rows" box and drag in "Session source / medium" instead. You might find that customers from google / organic have a much higher AOV than those from facebook / cpc. This insight could influence your budget allocation.
• Review Campaign Performance: Use "Session campaign" as your dimension to see which marketing campaigns drove the highest average order value. Perhaps a "Buy 2, Get 1 Free" promotion resulted in a higher AOV than a simple "20% off" discount.
• Identify Product Bundling Opportunities: While a bit more advanced, you can analyze item-level data to see which products are most frequently purchased together and then build official bundles to encourage higher-value carts.

Final Thoughts

Learning to calculate AOV in GA4 is a perfect example of its new philosophy: it gives you the fundamental building blocks (like revenue and purchases) and the tools (like Explorations) to build reports tailored to your specific business needs. While it takes an extra step, the result is a far more flexible and powerful way to analyze performance.

Of course, this process requires clicking through GA4's interface and knowing exactly which metrics and formulas to use. Many find this part of analytics tedious, especially when the key data is spread across different platforms like Google Analytics, Shopify, and your ad accounts. Instead of spending your time building reports, we created Graphed to bypass this entire process. You can just connect your accounts and ask a simple question in plain English, like "Show me a line chart of my average order value from GA4 for the last 90 days." Graphed builds the report for you in seconds, letting you get straight to the insights.