Average Transaction Value
Also written as: ATV — Average Transaction Value
The mean monetary value of all sales transactions recorded within a specified period.
Full Definition
Average Transaction Value (ATV) is calculated by dividing total revenue by the number of transactions over a defined period. It is a widely used retail KPI that, together with conversion rate and footfall, forms the core traffic-conversion-value reporting framework. ATV is sometimes called average basket value or average order value in e-commerce contexts. Editors should note that ATV is a mean, not a median, and reports using the median should clearly indicate this. The abbreviation ATV should be expanded on first use; do not abbreviate to 'basket value' without prior definition.
Usage
Usage note: Do not conflate ATV with items per transaction (IPT), which measures the number of products in a basket, not their value.
In Context
- "Average transaction value rose to £47.20 in December, driven by gifting purchases and promotional bundling." — Monthly retail performance report
- "The ATV figure reported here is a mean; the distribution of transaction values is shown in Figure 5." — Statistical methodology note