Brian Cliette

Mastering Mailchimp Analytics: How to Track Your Average Order Value

If you’re like me, you’re always on the hunt for ways to maximize your marketing efforts. That’s where Mailchimp Analytics comes into play. It’s a powerful tool that can help you understand your customers’ behavior, particularly when it comes to their spending habits.

One key metric you’ll want to keep an eye on is the Average Order Value (AOV). It’s a measure of the average amount spent each time a customer places an order. Tracking AOV can provide valuable insights into your customers’ buying patterns and help you make informed decisions about your marketing strategies.

In this article, I’ll walk you through the steps to track AOV on Mailchimp Analytics. Whether you’re new to Mailchimp or a seasoned pro, you’ll find this guide useful. So, let’s dive in and explore how to get the most out of your Mailchimp Analytics.

Understanding Average Order Value (AOV)

Before delving further into the nitty-gritty details of tracking AOV on Mailchimp Analytics, let’s take a moment to grasp a solid understanding of what AOV actually is. AOV, or Average Order Value, it’s a key metric that gives insight into the spending behavior of your customers. Essentially, it is the average amount of money each customer spends when placing an order.

Understanding and monitoring your AOV is crucial to understanding your customers’ purchasing trends and patterns. It helps you deduce how much a customer is typically willing to spend when they make a purchase from your business. More importantly, it gives a snapshot of the financial value of each transaction, letting you make informed decisions concerning your marketing strategies and pricing mechanisms.

To calculate AOV, you simply divide the total revenue by the number of orders. Here’s the formula to retain:

AOV = Total Revenue / Number of Orders

In real-world application, if your online store generated a revenue of $4000 from 100 orders, your AOV would be $40.


  1. Total revenue: refers to the total money generated from all sales.
  2. Number of orders: signifies the total number of completed transactions.

Keeping track of AOV allows businesses to set clear and achievable targets. By understanding the purchasing power of your customers, you can strategize to increase your AOV and thereby, increase your total revenue. You can do it by upselling, cross-selling, or simply improving the perceived value of your products.

Utilizing big players like Mailchimp Analytics for AOV tracking can be beneficial, don’t you agree? This platform is not only valuable for sending out marketing campaigns but it also provides insightful data about your customers’ behavior. Mastering the AOV tracking on Mailchimp provides you with a powerful tool for maximizing return on marketing efforts. So let’s move on to the practical guide on how to accomplish this daunting task.

Setting up Mailchimp Analytics

Getting Mailchimp Analytics up and running is relatively straightforward. While I’ll walk you through the process, keep in mind that it’s crucial to set it up correctly to track your Average Order Value (AOV) effectively.

First off, head on to the Mailchimp website and create an account. If you’ve already done that, sign in and move on to the next step. Once you’re logged into your dashboard, navigate to the “Integrations” tab – you’ll find it on left-hand side of your screen.

At this point, you should see a list of all the apps and services that can integrate with Mailchimp. These integrations can streamline your work and provide valuable data for your marketing campaigns. Since we’re focused on setting up Analytics, type “Analytics” in the search bar and hit enter.

Google Analytics should pop up as one of the top options. When it does, click on the “Integrate” button. You’ll be prompted to log into your Google account. Make sure it’s the one associated with your Google Analytics account.

Once you’ve done this, a new page will open up. You’ll need to give Mailchimp access to your Google Analytics account. After this step, it’s generally smooth sailing – the two platforms will start talking to each other.

Here’s how the integration works: Mailchimp adds UTM parameters to your email campaign URLs. When a customer clicks on a link in your email, Google Analytics will track their activity on your website. It’s this data that helps you calculate your AOV.

This is one of the key steps to be completed to ensure AOV tracking on Mailchimp Analytics. You can’t just set it and forget it. Make sure to regularly check that your integrations are running smoothly. It’s also important to continue interpreting the data and making changes as needed to increase your AOV.

Tracking AOV for eCommerce Campaigns

If you’re running an eCommerce business, it’s vital to understand how to track Average Order Value (AOV) effectively. Luckily, with Mailchimp Analytics, it’s simpler than ever.

Firstly, look at reporting under the “Reports” tab in your Mailchimp account. This provides a wealth of data, including sales, clicks, opens – and crucially, AOV. By considering this data along with other key performance indicators, you’ll gain a holistic understanding of your campaign’s success and performance areas needing improvement.

Meanwhile, segmentation is another valuable tool within Mailchimp. Here’s why:

  • Segmentation allows for the efficient division of your audience based on the metrics you choose.
  • Consequently, you can create groups who are particular spends, like high spenders, returning customers, or discount shoppers.
  • Leveraging these segments, you can apply effective targeting to raise your AOV.

It’s worth mentioning the importance of Email Campaign Reports too. These give an accurate overview of your campaign, making it easier to catch irregular statistics and insights. Moreover, it provides a detailed view of your campaign’s engagement, which could steer your next big decision to elevate that AOV.

From my experience, regular monitoring is paramount. It’s all in the numbers. Patterns start to form when you look over daily, weekly, and monthly reports. You’ll soon notice trends that can help refine your approach and influence strategic decisions.

Another key aspect to consider is customer feedback. The value of this can’t be understated. It’s vital to implement a process to collect and analyze this feedback. Not only does this data provide insights into what’s working and what’s not – it also paints a picture of your customers’ expectations and button points, facilitating your marketing efforts.

To sum it up, utilizing Mailchimp Analytics for AOV tracking equips you with the data and tools you need to optimize your eCommerce campaigns effectively. However, it’s essential always to remember that numbers only tell part of the story. Listening to your customers, understanding their needs, and iterating based on their feedback is equally important.

Analyzing AOV Data in Mailchimp Analytics

Let’s dive deeper into the process of analyzing AOV data in Mailchimp Analytics. To start, once you’ve got your AOV reporting set up, it’s crucial to regularly monitor this data. Consistently keeping tabs on these numbers helps ensure you’re always aware of your eCommerce campaign’s performance. It’s the yardstick that tells you if your strategic decisions are effective or need tweaking.

When we talk about reporting, segmentation is key. Mailchimp’s segmentation feature breathes life into these statistics. You can break down the AOV data into various categories like customer age, location, their purchase behavior, and so much more. This way, you’re not looking at a single intimidating number. Instead, it becomes a comprehensive, multi-faceted analysis.

Here’s an example of what the segmented data might look like:

Customer Group AOV
18-25 Years $45
26-35 Years $65
36-45 Years $55
Above 45 Years $50

Remember, Mailchimp Analytics isn’t just a tool to look back on what has happened. It’s a crystal orb that helps to shape the future of your eCommerce business. The AOV data you’re accumulating is a treasure trove of insights that pave the way for future strategic decisions.

Also, let’s not limit ourselves to number analysis. Your customers have voices and it’s time to listen to them. While AOV data provides you with hard facts, customer feedback brings to light the human element that these facts might overlook. It’s a harmonious blend of number crunching and empathetic understanding that drives a successful eCommerce campaign.

Moving forward, you’ll learn more about how to leverage this precious data into actionable strategies for your business growth. But remember, in the world of eCommerce, adaptation and evolution are key. You learn. You grow. You optimize. This process isn’t a destination; it’s a perpetual journey.

Leveraging AOV Insights for Marketing Strategies

Now that you’ve learned how to effectively monitor AOV data in Mailchimp Analytics, you may be asking yourself, “How can I use these insights to craft successful marketing strategies?” You’re in luck! In this part of the guide, I’ll be talking exactly about that.

Understanding the numbers is notable, but channeling that into strategic actions for your business growth is what really makes the difference. Any successful eCommerce business knows that applying AOV data into their marketing strategies can significantly improve results. The magic of this lies within a concept called segmentations.

Segmentation is your best friend when it comes to breaking down AOV data in Mailchimp Analytics. It simply lets you organize your customer base into more specific, targeted groups. The key branches of segmentation using AOV data include product preference, purchase frequency, and customer behavior.

One way to leverage these insights is through personalized up-selling. If you have a group of customers with high AOV, target them with premium products or services. On the other hand, for customers with lower AOV, focus on incentives like bundled deals or loyalty programs to usher them down the buying cycle.

Another way to put AOV at the heart of your strategy is to use it as a performance measure. It can be used as a basis for A/B testing in your campaigns. For instance, compare how changes in your product descriptions or email subject lines affect AOV.

Finally, remember that your customers are individuals, not faceless data points. Listen to their feedback, incorporate their suggestions, and always aim to provide the best possible customer experience. Each interaction can lead to more insights, continually refining and reshaping your marketing strategies. You’ll be amazed how much growth stems from this iterative approach.

In the next section, we’ll talk about putting it all together and crafting a successful eCommerce campaign using everything we’ve learned thus far.


So there you have it – a comprehensive guide on how to tap into Mailchimp Analytics to track your Average Order Value (AOV). It’s clear that understanding and leveraging AOV is a powerful tool for eCommerce success. By utilizing Mailchimp’s reporting and segmentation features, you’re not just getting numbers but actionable insights to refine your marketing strategies. Remember, it’s not about collecting data for the sake of it. It’s about making strategic decisions that drive your business forward. So, don’t just monitor your AOV – use it to your advantage. Make it a part of your performance measures, target your marketing efforts, and continually refine your strategies based on customer feedback. Armed with this knowledge, you’re now ready to craft a successful eCommerce campaign.

1. What is Average Order Value (AOV) and how can it be tracked using Mailchimp Analytics?

Average Order Value (AOV) refers to the average amount spent by customers each time they place an order. Due to its role in revenue tracking, it’s a critical ecommerce metric. Mailchimp Analytics allows you to track AOV by using reporting and segmentation features which offer detailed insights into customer shopping patterns and campaign success.

2. Why is it important to regularly monitor campaign data?

Regularly monitoring campaign data is crucial as it provides real-time insights into what’s working and what isn’t. Based on the data, a business can analyze customer feedback and make strategic decisions to enhance their ecommerce success.

3. How can AOV insights be leveraged for crafting marketing strategies?

AOV insights can help shape marketing strategies by informing segmentation efforts, allowing businesses to target specific customer groups. Further, by understanding the common spend of your customer base, you can personalize marketing initiatives to encourage increased spending.

4. What role does AOV play as a performance measure?

As a performance measure, AOV helps businesses track their revenue generation over time. It can aid in identifying successful campaigns and product lines by flagging where higher average spends are occurring, enabling more focused and effective marketing.

5. How can utilizing customer feedback refine marketing strategies?

Customer feedback adds a qualitative layer to the quantitative data gathered. It aids in understanding customers’ needs, preferences, and pain points, thereby allowing businesses to refine their marketing strategies and improve customer experience overall.

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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