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Join early accessRevenue 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.
In practice
Revenue per visitor is conversion rate and average order value folded into one number, which makes it the better single measure of whether traffic is worth buying. A channel can convert poorly and still be excellent if the people who do buy spend heavily — and a channel with a flattering conversion rate can be a waste of money if every order is small. RPV settles that argument in one figure.
It's also the cleanest way to compare sources with genuinely different behaviour, because it puts them on the same footing: what is one visit from here actually worth? Set it against your cost per visit and you have channel profitability without needing to resolve which platform deserves credit for a sale.
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.
Questions people ask
- How is RPV different from AOV?
- AOV is revenue per order — only buyers count. RPV is revenue per visitor, so everyone who didn't buy is in the denominator. RPV therefore captures both how well you convert and how much converts are worth.
- How do I use RPV to judge ad channels?
- Compare it against your cost per visit from that channel. If a visitor is worth $2.40 and costs $1.10 to bring in, the channel is paying for itself before you touch attribution modelling.
- Why is my RPV falling while revenue rises?
- You're buying more traffic than the extra revenue justifies — volume is up, quality is down. It's an early warning that a channel is saturating, usually visible in RPV before it shows in the revenue line.