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Get startedRevenue per visitor
RPVAverage revenue generated by each visitor — conversion and order value combined.
Revenue per visitor (RPV) is revenue divided by visitors. Because it blends how often visitors buy (conversion rate) and how much they spend (AOV), it's often a truer measure of traffic value than conversion rate alone — a change that lifts AOV but slightly lowers CVR can still raise RPV.
Formula
RPV = Revenue ÷ Visitors
Example: $5,760 revenue from 5,000 visitors = $1.15 RPV.
What a good result depends on
Higher is better; compare by source to see which traffic is worth most.
Common mistakes
- Optimising CVR in isolation when RPV is the real goal.
- Comparing RPV across very different traffic types.