How Revenue and AOV Are Calculated in A/B Testing

Overview

This article explains how Revenue and AOV (Average Order Value) are calculated in Replo's A/B testing analytics, including what's included in the revenue figure.

Where Does Revenue Data Come From?

Replo captures purchase data from Shopify's Web Pixels API using the checkout_completed standard event. Specifically, Revenue uses the checkout.totalPrice.amount field from Shopify.

What's Included in Revenue?

Revenue in Replo's A/B testing analytics reflects Shopify's totalPrice, which is defined as:

"The sum of all the prices of all the items in the checkout, including duties, taxes, and discounts."

Here's the breakdown:

In formula form:

Revenue = Subtotal (after discounts) + Shipping + Taxes + Duties

How Is AOV Calculated?

AOV (Average Order Value) is calculated as:

AOV = Total Revenue ÷ Number of Conversions

Where "Conversions" is the count of purchase events (replo.purchase) attributed to sessions that interacted with a given variant.

How Is Revenue Attributed to Variants?

Revenue is attributed based on the visitor's session. When a visitor views a page with an A/B test variant and later completes a purchase in the same session, the full purchase amount is attributed to that variant.

Replo offers two attribution models that affect how revenue is displayed:

• All Viewed Pages: The full purchase amount is attributed to every page the visitor viewed during their session.
• Fractional Distribution: The purchase amount is split proportionally across all pages viewed in the session.

These attribution models affect how revenue is distributed across pages, but they do not change the underlying revenue value — which always comes from Shopify's totalPrice.

FAQ

Is revenue net of discounts?

Yes. Shopify's totalPrice already has discounts deducted before Replo receives the data.

Does revenue include shipping?

Yes. Shipping charges are included in the revenue figure.

Does revenue include taxes?

Yes. Taxes are included in the revenue figure.

Will Replo's revenue match my Shopify revenue exactly?

Replo's revenue is session-based and only includes purchases attributed to sessions that interacted with your A/B test pages. It will not match your total Shopify store revenue, but the per-order amounts will align with Shopify's totalPrice for each checkout.