Data Dictionary

Taboola AOV

aov

Overview

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

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Taboola AOV = Taboola-Reported CV ÷ Taboola-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

  • Taboola Ads = where channel = 'taboola'

Insights and Actions

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

  • Evaluate Revenue Quality: Monitor Taboola AOV to assess the value of orders generated through your Taboola campaigns. A declining AOV may suggest a shift towards lower-value purchases or suboptimal targeting.
  • Refine Audience Targeting: Use AOV data to identify and focus on high-value customer segments, optimizing your targeting strategies to drive more significant revenue per order.
  • Enhance Marketing Strategies: Pair AOV with conversion data to analyze the effectiveness of upselling or bundling offers, aiming to boost the average value of orders.

Related Metrics

  • Taboola Conversion Value (CV): Tracks the total revenue generated by Taboola campaigns, essential for calculating AOV and evaluating campaign performance.
  • Taboola Conversions: Provides the total number of orders driven by Taboola ads, offering context for interpreting AOV trends and customer behavior.
  • Taboola ROAS: Complements AOV by showing revenue efficiency relative to ad spend, providing insights into overall campaign profitability.

Example Use

Prompt

What's my Taboola-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 = 'taboola'
  AND pjt.model = 'Triple Attribution'

Updated 25 days ago