Cohort AOV per Month

Is your Average Order Value increasing with each new cohort or with subsequent purchases?

Cohort AOV per month metric looks at AOV by the cohort view so you can easily understand if your returning customers are increasing the AOV on their subsequent purchases, or if your new customers are increasing the AOV compared to previous months/cohorts. Each customer is placed in the cohort when they make a first purchase.

The cohort view of AOV per month is more in-depth than looking at the linear cohort chart because you can really track engagement with the cohorts over time.

How do we calculate?

We are looking at all the revenue from that cohort for that month and dividing it by the number of orders for that month which will give us the Average Order Value. This tells us how much customers are spending per order, which you always want to increase.

Over time you can see if your price increases and the AOV will increase if customers spend more in time per order. You will see the AOV going up.

To understand the amount of orders per month, check out the [Cohort Orders per Month] ( metric.


When you look at products, you are looking at the AOV per product from their first purchase. Customers might come back and buy different products, but they will still be included in the segmentation by product for Product A - the first product.

If it is by the customer's segment - customer tags, attribution sources, etc., they are on the customer and not on the order so the segmentation will be applied throughout all purchases.