Average Transaction Value (ATV)
Average Transaction Value (ATV) is the average revenue generated per sales transaction, calculated as total sales divided by the number of transactions over the same period.
Average Transaction Value (ATV) is the average revenue per sales transaction over a given period. It’s a standard UK retail KPI showing how much each buying customer spends in a single visit.
ATV = Total sales / Transactions
ATV measures basket value, not basket size. For item count per transaction, see UPT — the two are typically tracked together.
Worked example
- A store took £9,000 in sales today.
- It processed 180 transactions.
- ATV = £9,000 / 180 = £50.
A rising ATV usually reflects effective upselling or a premium product mix. A falling ATV alongside steady footfall often signals discount-heavy trading.