- Select a reporting period
Use one month, quarter, or billing cycle consistently.
- Enter recurring order revenue
Use net revenue from completed subscription orders in that period.
- Add checkout extras
Include paid add-ons, upgrades, or gifts attached to those orders.
- Enter completed orders
Count billing transactions, not unique subscribers.
- Review AOV
Compare periods using the same revenue treatment for discounts, taxes, and refunds.
Subscription Average Order Value Estimator
This estimator calculates subscription average order value from plan revenue, one-time add-ons, and completed orders.
It gives operators a consistent view of revenue per checkout and helps evaluate upsells, plan mix, and promotional changes without confusing order value with monthly recurring revenue per subscriber.
Enter your values
Result
—
Subscription average order value
Total order revenue—
Completed orders—
Add-on share of revenue—
Total order revenue = Recurring order revenue + Add-on revenue
Average order value = Total order revenue ÷ Completed subscription orders
This transaction-based AOV assumes both revenue inputs relate to the entered completed orders. It is not customer lifetime value or average recurring revenue per account.
What the result means
The result is the average net revenue associated with each completed subscription order in the selected period.
For clean trend comparisons, consistently include or exclude taxes, shipping charges, refunds, and discounts.
Given
A coffee subscription records $42,500 in recurring order revenue, $4,800 in add-ons, and 1,450 completed orders.
Calculation
Total revenue = $42,500 + $4,800 = $47,300.
AOV = $47,300 ÷ 1,450 = $32.62.
Result
Subscription average order value is $32.62; add-ons contribute about 10.15% of order revenue.
Should I count active subscribers or orders?
Count completed orders. One subscriber may create multiple orders during the reporting period.
Do prepaid annual plans count as one order?
If collected in one transaction, count one order and include the full transaction revenue for transaction AOV.
Should discounts reduce revenue?
Yes, when you want net AOV. Use revenue after discounts and apply the same convention in every period.
How are refunds handled?
Use net revenue after refunds if refund data belongs to the same orders and period; otherwise report gross AOV and refunds separately.
How does AOV differ from revenue per subscriber?
AOV is revenue per completed order. Revenue per subscriber divides by customers and can reflect multiple orders or billing intervals.