Engagement metrics help you understand how visitors interact with your site beyond just loading it. These signals reveal how effectively your content captures attention, encourages interaction, and keep users involved.
What is average order value?
Average order value (AOV) measures the average dollar amount of all carts that proceed to the checkout. It reflects how much users are willing to spend in a single transaction.
How is it measured?
Each time a user reaches checkout, the total value of their cart is recorded. The average order value is calculated by summing the value of all carts that make it to checkout and dividing by the total number of those carts. For example, if five carts total $500, AOV is $100.
Why it matters?
A higher AOV suggests that users are adding more items, selecting higher-priced products, or responding well to cross-sells and upsells. A lower AOV may indicate that users aren’t discovering enough value per visit or that your product presentation, bundling, or pricing could be improved. Site speed also plays a role - slow-loading product pages or interruptions in the add-to-cart flow can limit how much users browse or buy. Monitoring AOV helps you optimize merchandising strategies and increase revenue per session.