See where your AOV comes from
Top Funnels splits AOV into MOV, what the front-end offer earns, and UOV, what the upsells add.
Two funnels showed the same AOV. One was a $90 offer with no back end. The other was a $40 offer that upsold brilliantly. They needed opposite decisions and the dashboard could not tell them apart.
The enemy is one average hiding two different businesses.
Top Funnels now splits AOV in two. MOV is what the front-end offer earns per customer. UOV is what the upsells and downsells add. Together they make up AOV, so you can see where each funnel's money comes from.
Try it: open Top Funnels and sort by UOV to find the funnels whose back end carries them.