AOV going up looks good until you realize it's just because you raised prices, not because people are buying more. This decomposes the trend into units-per-order vs. price-per-unit, and splits new vs. returning customers, so the real driver shows up.
Report produced by this recipe.
Tracks average order value over time, decomposed into units-per-order and price-per-unit components, with a separate comparison for new vs. returning customers.
an AOV trend report with unit/price decomposition
Configure and materialize the report described below.
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