Data Dictionary

Outbrain AOV

aov

Overview

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

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Outbrain AOV = Outbrain-Reported CV ÷ Outbrain-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

  • Outbrain Ads = where channel = 'outbrain'

Insights and Actions

Outbrain Average Order Value (AOV) measures the average revenue per order driven by Outbrain ads, offering insights into customer purchasing behavior and campaign impact:

  • Assess Campaign Revenue Quality: Monitor Outbrain AOV to understand the value of orders driven by your ads. A declining AOV may indicate a shift toward lower-value purchases.
  • Optimize Campaign Targeting: Use AOV to identify high-value customer segments. Refine targeting strategies to focus on audiences more likely to make larger purchases.
  • Enhance Upselling Strategies: Pair AOV with conversion data to evaluate the effectiveness of upselling or bundling offers, aiming to increase the average order size.

Related Metrics

  • Outbrain Conversion Value (CV): Provides the total revenue generated, a critical input for calculating and interpreting AOV.
  • Outbrain Conversions: Tracks the total number of orders, offering context for understanding AOV trends and customer behavior.
  • Outbrain ROAS: Complements AOV by showing revenue relative to ad spend, helping assess overall campaign profitability.

Example Use

Prompt

What's my Outbrain-reported AOV for the last 90 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 = 'outbrain'
  AND pjt.model = 'Triple Attribution'

Updated 8 days ago