Introduction
Understanding the Average Order Value (AOV) is crucial for evaluating the overall performance of your e-commerce store. This guide will show you how to calculate AOV using SQL queries tailored for a Magento database.
Basic AOV Calculation
To calculate the AOV, you need to divide the sum of all order totals by the number of orders. Here’s a simple SQL query to get the AOV, excluding orders with specific statuses:
SELECT SUM(grand_total) / COUNT(*)
FROM `mg_sales_flat_order`
WHERE mg_sales_flat_order.status NOT LIKE 'canceled'
AND mg_sales_flat_order.status NOT LIKE 'closed'
AND mg_sales_flat_order.status NOT LIKE 'fraud'
AND mg_sales_flat_order.status NOT LIKE 'holded'
AND mg_sales_flat_order.status NOT LIKE 'paypal_canceled_reversal';Understanding Different Total Calculations
Magento provides various ways to measure totals, each reflecting different aspects of your revenue:
- grand_total: Represents the product revenue plus shipping minus discounts including tax. It provides a comprehensive view of what customers actually pay.
- base_subtotal & subtotal: Represents the product revenue excluding tax. This is useful for revenue reporting that requires tax exclusion.
- base_subtotal_incl_tax & subtotal_incl_tax: Represents the product revenue including tax. It helps in understanding the gross revenue from products before any adjustments.
Alternative AOV Calculations
If you want to explore AOV further, consider using these alternative components in your SQL query:
// To calculate AOV including product revenue plus tax
SELECT SUM(subtotal_incl_tax) / COUNT(*)
FROM `mg_sales_flat_order`
WHERE mg_sales_flat_order.status NOT LIKE 'canceled'
AND mg_sales_flat_order.status NOT LIKE 'closed'
AND mg_sales_flat_order.status NOT LIKE 'fraud'
AND mg_sales_flat_order.status NOT LIKE 'holded'
AND mg_sales_flat_order.status NOT LIKE 'paypal_canceled_reversal';
// To calculate AOV excluding tax
SELECT SUM(subtotal) / COUNT(*)
FROM `mg_sales_flat_order`
WHERE mg_sales_flat_order.status NOT LIKE 'canceled'
AND mg_sales_flat_order.status NOT LIKE 'closed'
AND mg_sales_flat_order.status NOT LIKE 'fraud'
AND mg_sales_flat_order.status NOT LIKE 'holded'
AND mg_sales_flat_order.status NOT LIKE 'paypal_canceled_reversal';Conclusion
These queries will help you accurately measure the Average Order Value in your Magento store. By understanding your AOV, you can better gauge the spending habits of your customers and refine your pricing and marketing strategies accordingly.
Further Assistance
If you have any questions or need further help with your SQL queries or Magento store analysis, feel free to leave a comment below or contact support for additional guidance.