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Average order value (AOV) calculator
Enter revenue and the number of orders to get average order value, for first orders only or for all orders including refills.
Average order value
Enter your numbers to see the result.
Free tool by Telehealth Media · telehealthmedia.com
How it works
Average order value is revenue divided by the number of orders.
- AOV = revenue / orders
Subscription brands have two useful versions. First-order AOV covers only first purchases and is what break-even ROAS and CPA are measured against. All-order AOV includes refills and is closer to monthly revenue per active patient.
Pick the version before you enter numbers, so revenue and orders cover the same set of orders.
Worked example
A brand took 248,750 USD from 1,250 first orders.
| Step | Calculation | Result |
|---|---|---|
| First-order AOV | 248,750 USD / 1,250 | 199 USD |
These numbers illustrate the formula; enter your own.
Telehealth notes
- Discounted first months lower first-order AOV but may not change refill value. Track both.
- Multi-month plans paid up front raise first-order AOV and change refund risk. Keep them separate if you can.
- Use revenue after discounts and before refunds, and account for refunds separately in break-even ROAS.
Questions
What is the average order value formula?
AOV equals total revenue divided by the number of orders over the same period.
Should a subscription brand use first-order or all-order AOV?
Use first-order AOV for ad decisions such as break-even ROAS, and all-order AOV for revenue planning.
Are my numbers stored?
No. The calculation runs in your browser and nothing is sent to us.