Jotform Analytics: How to Get AOV, Top Products, and Repeat Customers

Jotform captures orders but doesn't compute the metrics that run a small business. Here's how to calculate average order value, find your top products, and identify repeat customers from your Jotform data — by hand and automatically.

Jotform records the orders but doesn’t compute the three numbers that actually run a small business: average order value, top products by revenue, and repeat-customer rate. Each one is a short calculation over your submissions — here’s the exact math, how to do it in a spreadsheet, and how to skip the spreadsheet.

Your monthly total tells you the size of the month. These three metrics tell you why— and what to change. They’re the difference between “we made $8,000” and “two products are 60% of revenue and a third of our buyers came back.”

Average order value (AOV)

AOV = total revenue ÷ number of paid orders. It’s what a typical order is worth. To compute it from Jotform:

Export your submissions and clean the payment column to numbers.
Sum the payment column for total revenue.
Count the paid orders (rows).
Divide, or just use =AVERAGE(F2:F999) on the payment column.

Why it matters: nudging AOV up — a bundle, a minimum, an add-on — grows revenue from customers you already have, which is usually cheaper than finding new ones. Watch it month over month, not just once.

Top products by revenue

Most sellers know their best-seller by volume but not by revenue— and those are often different products. To rank them:

In a spreadsheet, insert a pivot table over your exported submissions.
Put the product field in Rows and the payment total in Values, set to SUM.
Sort descending. The top rows are your revenue drivers.

One caveat: if a single submission can hold multiple products, the row total is the whole order, not one item. Splitting revenue cleanly by product needs the line items — which is where per-field parsing (a tool that reads each product and its price) beats a raw pivot on the order total.

Repeat customers and repeat rate

A repeat customer is one whose email (or name) appears on more than one order. Repeat rate = repeat customers ÷ total unique customers. To find them:

Pivot with the customer email in Rows and a count of orders in Values.
Any email with a count above one is a repeat customer; sort to see your most loyal buyers at the top.
Divide the number of repeat emails by the number of unique emails for your repeat rate.

Repeat rate is the quiet health metric: it tells you whether you’re building a business or just making one-off sales. A rising repeat rate is often worth more than a bump in new orders.

Getting all three at once

Doing this by hand means three pivot tables, rebuilt every time new orders arrive. TutuMargincomputes all three — AOV, top products (parsed per line item), and new-vs-repeat customers — the moment it reads your Jotform submissions, alongside total revenue and monthly trend. You can also ask it directly, e.g. “which customers ordered 3+ times” or “average order value by month,” and get the chart. It’s read-only, and your order data stays in your browser.

Try these questions on live sample data ▸

Frequently asked questions

How do I calculate average order value from Jotform?

Average order value (AOV) = total revenue ÷ number of paid orders. Export your submissions, sum the payment column, count the paid orders, and divide — or use =AVERAGE() on the payment column in a spreadsheet. A tool that reads the payment field can show AOV automatically without the export.

How do I find my top products in Jotform?

Export your submissions and build a pivot table with the product field in rows and the payment total in values (set to SUM), then sort descending — the top rows are your top products by revenue. If one submission can contain multiple products, you need the line items, not just the order total, to split revenue correctly.

How do I find repeat customers in Jotform?

Repeat customers are buyers whose email (or name) appears on more than one order. Export your submissions, then in a pivot table put the customer email in rows and count the orders; any email with a count above one is a repeat customer. Repeat rate = repeat customers ÷ total unique customers.

Why do these metrics matter for a small seller?

Total revenue tells you the size of the month; AOV, product mix, and repeat rate tell you why. Raising average order value or repeat rate usually grows revenue faster and cheaper than finding new customers, and knowing which products actually drive revenue tells you what to promote and what to cut.