Average order value (AOV)
The average dollar amount of each order generated by referred customers — relevant for programs that pay percentage-based commissions.
How Average order value (AOV) work
AOV = total referred revenue ÷ number of referred orders. A high AOV means affiliates earn larger commissions per conversion. Tracking AOV by affiliate helps identify which partners send high-value customers vs. those who drive volume but at lower average purchase sizes.
Why it matters for your program
For e-commerce programs with percentage-based commissions, AOV is a key determinant of affiliate earning potential and program cost. Affiliates who consistently drive high-AOV customers deliver more value per conversion and deserve more support and incentive. Understanding AOV by partner helps you optimise your affiliate mix.
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