Data Dictionary

LinkedIn AOV

aov

Overview

LinkedIn Average Order Value (LinkedIn AOV) calculates the average amount spent by customers per order, after shipping and taxes, as reported by LinkedIn.

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LinkedIn AOV = LinkedIn-Reported CV ÷ LinkedIn-Reported Conversions

The calculation is based on data from the Ads table.

Detailed Breakdown

The formula above is derived from the following components:

  • Conversion Value (CV) = SUM(conversion_value) --> Ads table

  • Conversions = SUM(conversions) --> Ads table

  • LinkedIn Ads = where channel = 'linkedin'

Insights and Actions

LinkedIn Average Order Value (AOV) measures the average revenue generated per order from LinkedIn-reported conversions, offering insights into customer purchasing behavior and the effectiveness of LinkedIn campaigns:

  • Track Revenue Per Order: Use LinkedIn AOV to understand the average value of customer orders. A declining AOV might indicate the need to refine targeting or promotional strategies.
  • Identify High-Value Segments: Analyze AOV across campaigns to identify audience segments that drive larger orders, focusing efforts on these profitable groups.
  • Enhance Campaign Strategies: Pair AOV with conversion data to assess the impact of upselling, cross-selling, or bundling offers, aiming to increase the average order size.

Related Metrics

  • LinkedIn Conversion Value (CV): Represents the total revenue from LinkedIn ads, essential for calculating AOV and evaluating campaign performance.
  • LinkedIn Conversions: Tracks the number of orders driven by LinkedIn ads, providing context for interpreting AOV trends.
  • LinkedIn ROAS: Complements AOV by showing the revenue generated relative to ad spend, helping assess campaign profitability.

Example Use

Prompt

What's my LinkedIn-reported AOV for the last 30 days?

Response

Query

SELECT
  COALESCE(
    SUM(pjt.channel_reported_conversion_value) / NULLIF(SUM(pjt.channel_reported_conversions), 0),
    0
  ) AS channel_reported_aov
FROM
  pixel_joined_tvf () AS pjt
WHERE
  pjt.event_date BETWEEN CURRENT_DATE() - 90 AND CURRENT_DATE()  - 1
  AND pjt.channel = 'linkedin'
  AND pjt.model = 'Triple Attribution'

Updated 25 days ago