In GA4, the ‘Average Order Value’ metric is called ‘Average purchase revenue’.

It is calculated as ‘Purchase Revenue’ / ‘Transactions’.

‘Average purchase revenue’ is the average value of an e-commerce transaction.

Since a refund is also considered a transaction in GA4, it can impact the ‘average purchase revenue’ metric.

So, you need to take this factor into account when calculating the average order value in GA4.

Follow the steps below to correctly calculate the average order value in GA4:

Step-1: Login to your GA4 property and then click on ‘Explore’ from the left-hand navigation menu:

Step-2: Click on ‘Blank‘ to create an exploration report from scratch:

Step-3: Name this report ‘Average Order Value’:

Step-4: Add the following dimensions to this report:

1. Event Name.
2. Session Default Channel Group.

Step-5: Add the following metrics to this report:

1. Purchase Revenue.
2. Transactions.
3. Average Purchase Revenue.

Step-6: Double click on the ‘Session default channel group’ dimension to add it to the canvas on right.

Step-7: Double click on the metrics one by one (in the order they are listed) to add them to the canvas on right.

Your screen should now look like the one below:

Step-8: Apply the following dimension filter to your report so that only the ‘purchase’ event is taken into account when calculating the ‘transactions’ and ‘average purchase revenue’ metrics.

Event name exactly matches purchase.

You should now see the accurate reporting of the average order value in your GA4 report via the ‘Average Purchase Revenue’ metric: