# Average ticket

Measure the average transaction value of your experience.

> **Tracking required**
>
> Track the [Order placed](/reference/event/types/ecommerce/order-placed) event to feed data into this widget.

The average ticket measures the average value of transactions, providing insights into customer spending behavior and the types of products or services they are purchasing.

> **Question: What's the difference between average ticket and revenue per user?**
>
> **Average ticket** is how much a customer spends on average per purchase.
>
> **Average revenue per user (ARPU)** is how much revenue you earn on average per user, regardless of how many purchases they make.
>
> Example: 100 users visit your site. They make 50 purchases totaling $2,000.
>
> - Average ticket: $40 ($2,000 ÷ 50 purchases)
> - ARPU: $20 ($2,000 ÷ 100 users)

## Metrics

![Average ticket widget](/assets/reference/analytics/experience/average-ticket.png)

The chart includes:

1. **Currency**\
   A filter to select orders in a specific currency. Values are never aggregated across currencies.
2. **Average ticket**\
   The average order value within the selected period.
3. **Average ticket over time**\
   A trend chart showing the average order value over time.

> **Question: What does the comparison over the last period mean?**
>
> It represents the growth or decline of the metric compared to the previous period.
>
> The *last period* refers to the date filter you selected. For example, if the filter is set to the **last 7 days**, the *last period* will be the **7 days immediately before that range**.

## Interpretation

Imagine your experience generated a total revenue of $3,000 from 50 orders. To calculate the average ticket, we divide the total revenue by the number of orders, which results in $60.

We calculate this metric using the formula:

```math
Average \space ticket = \frac{total \space revenue}{total \space number \space of \space orders}
```

### What those numbers tell you

Here are some common insights you can get from this widget:

- A higher average ticket suggests that users are spending more per order. This often means your pricing, bundling, or upselling strategies are working effectively.
- A lower average ticket indicates smaller order values, which might signal missed opportunities for cross-selling, upselling, or optimizing pricing.
- Tracking this metric over time reveals whether changes in your experience are encouraging customers to add more items, choose higher-value options, or if they are trending toward smaller purchases.

## Explore

- [Events](/reference/event/overview#event-types): Learn how to track user events for analytics and personalization.
- [Audiences](/explanation/audience): Understand how to delivery content to specific groups of users.