No publishable AOV benchmark
Explore category insights and their sources below.
Job Portals & Employment Platforms369 / 552
Madgicx Research & Labs
Freelance Gig Platforms
Separate activity from platform value.
MADGICX / LABSINDUSTRY RESEARCH
Research only
Scope & method
Within Job Portals & Employment Platforms
More in this industry. 5
Questions, answered.AOV, context & using this research7 answers
In this category
Should a freelance marketplace use transaction volume as platform revenue in ROAS?
Upwork’s May 2025 report distinguishes gross services volume from platform revenue and defines take rate using the two. State which value an acquisition report uses; marketplace transaction volume is not interchangeable with the platform’s revenue.
Does a freelance-platform registration establish an active buyer?
Upwork’s report defines an active client through spending during the preceding twelve months. Keep registrations and spending buyers distinct when evaluating a marketplace acquisition funnel; this is a dated provider definition, not an industry standard.
Is spend per active marketplace buyer the same as first-order value?
Upwork defines GSV per active client using trailing-four-quarter GSV and active clients at period end. That measure includes a longer activity window; do not relabel it as a new buyer’s first purchase or a Labs AOV measurement.
Why should freelancer acquisition and buyer acquisition have different value events?
Upwork describes Connects as tokens used for proposals and advertising, separately from client service spending. Define which side of the marketplace a campaign acquires before comparing paid tokens with service transactions.
Category research
Is an AOV benchmark available for this category?
No publishable AOV benchmark is available.
The exact category cohort does not support a publishable AOV aggregate. Parent and sibling benchmarks are not substituted.
Use this research
Can I download this industry research?
The exports section provides this edition in Markdown and JSON, along with a research index. This private draft is not licensed for public redistribution.
How should I cite a finding from this page?
When reuse is permitted, credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope. This private draft is not licensed for public redistribution.
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Connected industries.
Research scope
Small print.
Clear boundaries.
Evidence scope
Benchmark status reviewed 11 October 2026.
The exact category cohort does not support a publishable AOV aggregate.
Median and middle 50% of account-level average order values. Each account value is purchase ROAS multiplied by cost per purchase in USD. Successful classifications, including manual corrections, with positive finite spend, purchases, ROAS and cost per purchase. Accounts are counted once with equal weight. Quartiles use linear interpolation. Root cohorts include direct root classifications and their child categories; exact-child cohorts exclude parent and sibling categories. The source selects the highest-spend coverage row per account among snapshots dated within the preceding 30 days; the underlying reporting period is not supplied. This is a dated aggregate advertising-data snapshot, not business-wide AOV or a census. Parent and sibling benchmarks are never substituted.
Category scope
Individually authored category research. The brand directory is deferred for this private draft. Taxonomy membership does not establish benchmark coverage.
Exports & citation detailsMarkdown · JSON · Embed
When reuse is permitted, credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope. This private draft is not licensed for public redistribution.