The default setting for pivot table calculations is SUM. This means that the totals shown in the Grand Total areas of the PivotTable will be derived from summing the values in the rows and columns.

To modify the way these totals are calculated, click on the Sum of Profit field in the upper left corner of the PivotTable. This field represents the data area of the PivotTable (you could also click on any cell in the data area of the PivotTable). Once you have selected the Sum of Profit field, display the PivotTable drop list on the PivotTable toolbar, and choose the Field Settings option. (You could also just click the field setting button on the PivotTable toolbar).

This action will display the PivotTable Field dialogue box.

In this dialogue box, you can switch the type of calculation to Count, Average, Max or Min, Product, Standard deviation, or Variance. For this example, Average has been selected.

If you click the Number button, you can choose a format like (currency, accounting, or text) for the values in the data area of the table

If you click the Options button, you can modify the data area values further by expressing them as percentages or differences.

Clicking OK will incorporate the changes into the PivotTable.

Here you can see that the data field label in the upper left of the PivotTable now says Average of Profit, and, the values in the grand total row and column are averages rather than sums. You can modify any field that you place in the data area of the table in this same way.