Order Reporting & Analytics:
Why Track Average Order Size Across Accounts?
Average order size is one of the fastest ways to see which accounts are growing, which are stagnating, and where your HubSpot order data is hiding untapped revenue. When you track it consistently across accounts, you expose mix, margin, and coverage issues that never show up in deal-only reports.
Tracking average order size across accounts in HubSpot Orders shows how much revenue each customer typically brings in per transaction, so you can segment accounts by value, prioritize expansion where there is headroom, and catch unhealthy patterns like shrinking order size long before they hit topline revenue or board-level forecasts.
What Average Order Size Tells You About Accounts
Group accounts by average order size to distinguish strategic, core, and long-tail customers and align service, sales coverage, and success plays to the right bands instead of treating every logo the same.
Compare average order size for similar accounts (industry, size, region) to see where you are under-penetrated, then build value-based offers and bundles to close the gap and grow account-level revenue.
Sudden drops in average order size for key accounts often signal over-discounting, loss of premium products, or migration to lower-margin bundles that finance and leadership care about immediately.
When reps rely on lots of small, transactional orders instead of larger strategic ones, average order size by owner reveals where coaching, enablement, or different compensation levers are needed.
Using average order size per account or segment helps you convert opportunity volume into realistic revenue expectations, tying marketing and sales activity to actual cash impact instead of guesswork.
Shifts in average order size linked to product families indicate cross-sell success or failure, showing you whether your expansion motions are landing or if accounts are consolidating to a narrower footprint.
How To Operationalize Average Order Size in HubSpot
To make average order size actionable, you need more than a single metric on a dashboard. You need clean HubSpot Orders, consistent account associations, and repeatable workflows that turn reporting into plays for sales, success, and finance.
Step-by-Step
- Standardize the HubSpot Orders object and ensure every order is associated to the correct company, primary contact, and deal so account-level averages are accurate and auditable.
- Create or validate properties for order amount, order date, currency, and key segmentation attributes (industry, region, size), then confirm finance agrees with the definitions and data sources.
- Build HubSpot reports that calculate average order size by account, segment, owner, and time period, and place them on an executive-ready dashboard with clear filters for leadership and RevOps.
- Identify thresholds for “healthy” and “at-risk” order size by cohort, then configure saved views and alerts so sales and success teams know which accounts need expansion or retention attention.
- Connect insights to plays: link reports to HubSpot playbooks, sequences, and tasks so reps know exactly which offer, bundle, or meeting type to use when average order size flags an issue.
- Review average order size trends with finance and operations on a recurring cadence, tightening definitions and refining segmentation as markets, pricing, and products evolve.
Matrix: Key Views for Average Order Size Across Accounts
| HubSpot Order View | Question It Answers | Action You Can Take |
|---|---|---|
| Average order size by account segment | Which industries, regions, or tiers deliver the largest orders and where are we stuck in small, transactional deals? | Rebalance coverage models, prioritize marketing programs for high-value segments, and build offers that deliberately move small-order segments up-market. |
| Average order size by account over time | Is a specific account growing, flat, or shrinking in average order value across the last 4–8 quarters? | Trigger executive check-ins, renewal risk reviews, or expansion planning when you see sustained declines in key accounts’ average order size. |
| Average order size vs. order frequency | Are we winning fewer large orders, many small ones, or a healthy mix for each segment and account? | Adjust quota and pipeline expectations, refine offer structure, and coach reps on when to pursue larger strategic orders vs. velocity-driven motions. |
| Average order size by channel or campaign | Which channels and campaigns influence accounts that consistently place larger orders compared to others? | Shift budget and optimization toward channels that influence higher-value orders, not just higher-volume leads or deals. |
| Average order size by product family | Which product lines pull order size up or down across accounts and where is product mix constraining growth? | Design cross-sell and upsell plays that introduce higher-value product bundles to accounts whose order size is below segment benchmarks. |
Snapshot: Using Average Order Size to Prioritize Expansion Accounts
A B2B software company imported invoices into HubSpot Orders and built a dashboard showing average order size by account segment and owner. They discovered a group of mid-market customers whose average order size was half that of peers in the same industry. By aligning sales, marketing, and customer success around targeted expansion plays—bundled renewals, usage reviews, and executive briefings—they lifted average order size for that cohort by 28% in two quarters, without adding net-new logos to the pipeline.
When HubSpot Orders is modeled correctly, average order size becomes a strategic lens on account health, pricing power, and expansion potential—bridging what happens in the CRM with how revenue leaders and finance teams plan for growth.
Average Order Size Reporting FAQs
Teams often ask how average order size differs from other revenue metrics, when to trust it, and how to use it without confusing sales, marketing, and finance. These answers keep your HubSpot reporting aligned and credible.
Turn Order Metrics Into Account Strategy
If you want HubSpot Orders to drive smarter segmentation, stronger forecasts, and confident account planning, you need reporting and analytics that revenue leaders and finance trust.