> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Average Order Value, WooCommerce > revenue / orders. AOV slipping while orders climb usually = overly aggressive coupon stack, pair with discount_pct. How to read it, why it matters, and ho... **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > revenue / orders. AOV slipping while orders climb usually = overly aggressive coupon stack, pair with discount\_pct. ## At a glance > Average value of an order placed in the period. The arithmetic mean of `order.total` for orders whose status is `completed` or `processing`. | | | | ------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `SUM(order.total) / COUNT(orders) WHERE status IN ('completed', 'processing')`. Each qualifying order contributes equally, weighted by its customer-billed total. | | **REST API endpoint** | `GET /wp-json/wc/v3/orders` (orders list, filter by status + date). Field: `total`. | | **VAT / tax treatment** | **Always tax-inclusive on the wire.** `order.total` is the post-tax customer-billed figure. Stores configured with `woocommerce_prices_include_tax = no` (US-style) still see `total` populated as the tax-inclusive grand total. | | **Status filter** | Includes `completed + processing`. Excludes `pending`, `on-hold`, `failed`, `cancelled`, `refunded`. Same as [Total Revenue](/nerve-centre/kpi-cards/woocommerce/total-revenue). | | **Shipping** | Included. `order.total` already contains `total_shipping`. | | **Discounts** | Already deducted. `order.total` is the post-discount figure. | | **Refunds** | **NOT deducted.** Refund objects are separate; `order.total` does not change after a refund. To see post-refund AOV, divide \[Net Revenue] by \[Total Orders]. | | **Cancelled / failed orders** | Excluded (status filter). | | **Currency** | **Multi-currency arithmetic mean WITHOUT FX conversion.** Stores using CURCY / Aelia / WMC will mix currencies into a meaningless single number. Filter by `currency` for accuracy. | | **Channels / sources** | Not filtered. Web checkout, marketplace plugin orders, REST-API-created orders, and POS plugin orders all contribute. POS orders typically pull AOV down (impulse buys); B2B plugin orders pull it up. | | **Self-hosted vs managed-Woo** | No difference in definition; managed hosts produce steadier sync. | | **Time window** | `30D vsP` | | **Alert trigger** | `drop >10% vsP`, driven by `sentiment_key: aov_trend` | | **Roles** | owner, marketing, finance | ## Calculation Calculated automatically from your WooCommerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A B2B-leaning Woo store on managed-Woo (WP Engine), running WooCommerce Wholesale Prices plugin alongside DTC. The 30-day window covers 14 Mar 26 to 12 Apr 26. | Customer segment | Orders | Sum of `order.total` | Segment AOV | | ----------------------------------------- | --------- | -------------------- | ----------- | | DTC web checkout | 1,420 | \$128,400 | \$90 | | Wholesale (`wholesale_customer` role) | 84 | \$84,720 | \$1,008 | | POS plugin orders (in-person trade shows) | 36 | \$1,440 | \$40 | | Marketplace (Amazon Connector) | 92 | \$6,440 | \$70 | | **Blended AOV (this card)** | **1,632** | **\$221,000** | **\$135** | Three things to notice: 1. **Wholesale dominates AOV without dominating volume.** 84 wholesale orders (5.1% of count) contribute $84,720 (38.3% of revenue). The blended AOV of $135 is meaningless to either segment, the DTC merchant cares about $90, the wholesale ops team cares about $1,008. Use [Top Customers](/nerve-centre/kpi-cards/woocommerce/top-customers-by-ltv) to spot the segments. 2. **Plugin-induced data shape variance.** Wholesale Prices plugin stores wholesale-specific totals in custom meta (`_wholesale_priced_total`) and updates `order.total` to the wholesale figure. The Vortex IQ Woo engine reads `order.total` as-is, no normalisation needed. But if the merchant later swaps to a different B2B plugin (e.g. WooCommerce B2B), the meta key changes and historical comparisons may shift. 3. **POS pulls AOV down.** \$40 average from in-person trade-show sales is structurally lower than DTC. A heavy POS month compresses blended AOV without anyone "doing anything wrong". This is a Woo-specific gotcha because POS plugins are bolt-ons, not a first-class Woo channel. ## Sibling cards merchants should reference together | Card | Why pair it with AOV | | ---------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------- | | [WC Total Revenue](/nerve-centre/kpi-cards/woocommerce/total-revenue) | AOV times Orders is Revenue. Without revenue context AOV is misleading. | | [WC Total Orders](/nerve-centre/kpi-cards/woocommerce/total-orders) | The denominator. Rising AOV with falling orders means you are selling more to fewer people. | | [WC Conversion Rate](/nerve-centre/kpi-cards/woocommerce/conversion-rate) | Trades off with AOV. Free-shipping thresholds raise AOV but slightly hurt conversion. | | [WC Top Customers](/nerve-centre/kpi-cards/woocommerce/top-customers-by-ltv) | B2B / wholesale customers pull AOV up. Pair to see segment-driven AOV moves. | | [BC AOV](/nerve-centre/kpi-cards/bigcommerce/average-order-value) | Same tax-inclusive `total` semantics. Useful peer for agencies. | | [Shopify AOV](/nerve-centre/kpi-cards/shopify/average-order-value) | SaaS-platform peer. | ## Reconciling against the vendor's own dashboard **Where to look in WooCommerce Admin:** [WP Admin → WooCommerce → Reports → Orders → Sales by date](/wp-admin/admin.php?page=wc-reports\&tab=orders\&report=sales_by_date) shows **Average gross daily sales** and **Average net daily sales**. For order-level AOV, compute *Gross sales / Number of orders* manually for the same period; that should match this card to within 1-2%. Other WP Admin views that look like AOV but are not: * **Analytics → Revenue → Average order value (WC 4.0+)**: this is post-refund (net) AOV. Reads lower than this card. * **Stats overview widget**: today only, in WP-site timezone. **Why our number may legitimately differ from WooCommerce Admin:** | Reason | Direction of divergence | | ------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------- | | **Time-zone**. WC reports run on WP-site timezone; Vortex IQ on UTC. | Boundary-day effects | | **Self-hosted server uptime**. Sync gaps push AOV either direction depending on which orders are missed. | Either | | **Plugin-version compatibility**. B2B plugins overload `order.total`; subscription plugins create renewal orders at recurring price. | Material on subscription / wholesale stores | | **Refund-object aggregation**. WC's "Net AOV" subtracts refunds; this card does not. | This card higher than WC Net AOV | | **Currency plugin behaviour**. Multi-currency stores see arithmetic mean across currencies; meaningless without filtering. | Material for international stores | **Cross-connector reconciliation (when a payment processor is connected):** | Card | Expected relationship | | ----------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------ | | [`stripe.stripe_aov`](/nerve-centre/stripe/stripe_aov) | Stripe AOV \~= WC AOV for stores using only the WC Stripe Gateway. Gap grows with PayPal / BACS share. | | [`google_analytics.ga_aov`](/nerve-centre/kpi-cards/google-analytics/average-order-value) | Within \~5% on healthy tagging. Larger gaps mean ad-blocker / cookie-rejection erosion. | ***
Same-metric documentation cross-reference (for agencies running multiple platforms) * [`shopify.aov`](/nerve-centre/kpi-cards/shopify/average-order-value) * [`bigcommerce.aov`](/nerve-centre/kpi-cards/bigcommerce/average-order-value) * [`adobe_commerce.aov`](/nerve-centre/kpi-cards/adobe-commerce/average-order-value)
## Known limitations / merchant FAQs **Hosted-vs-self-hosted, does it affect AOV?** The number is the same definition. Self-hosted Woo on flaky shared hosting may produce slightly noisier daily AOVs because some boundary-day orders sync late. **Why does WC Analytics show a lower AOV than this card?** WC Analytics → Revenue uses post-refund (net) AOV. This card is gross. The two should converge as refunds settle. **Refund-object accounting, what does it mean for AOV?** Refunds do not change `order.total`, so a partially refunded $200 order still contributes $200 to AOV here. WC's Analytics module subtracts refunds from a separate Net AOV figure. Use whichever matches your accounting view. **Plugin-induced data shape variance, how does it affect AOV?** Subscriptions plugins create renewal orders at recurring (often lower) totals, this pulls AOV down on subscription-heavy stores. B2B / Wholesale plugins push AOV up via large basket sizes. Neither is wrong; they reflect the channel mix. **Multi-currency, how should I read AOV?** If your store sells in more than one currency, this card's blended AOV is a mathematical average without FX conversion, treat it as a coarse signal only. Filter by `currency` for per-currency AOV (per-currency cards on the roadmap). **Why does Woo and Stripe disagree on AOV?** Stripe-routed payments only. PayPal and BACS orders bypass Stripe. Stripe AOV will track Stripe-paying customer behaviour, this card tracks all paying customers. **Today is jumpy, why?** Small samples are noisy. A single \$1,500 wholesale order on a 50-order day moves AOV by 30%+ on its own. Use rolling 7D / 30D for stable reads. **Self-hosted server slowness, will I see weird AOVs?** If the indexer caught only half a day's orders before an outage, the AOV for that half-day skews toward whichever orders did sync. Self-resolves at the next clean poll. **My WP Admin shows a different AOV, debug:** 1. Match the date range exactly. 2. Match the status filter (`completed + processing`). 3. Distinguish Gross AOV vs Net AOV (this card is Gross). 4. If the gap remains, check whether a B2B / subscription plugin overloads `order.total` shape. *** ### Tracked live in Vortex IQ Nerve Centre *Average Order Value* is one of hundreds of KPI pulses Vortex IQ tracks across WooCommerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.