Revenue Per Visitor
Work out how much each site visitor is worth.
REVENUE PER VISITOR
$0.40
per visitor
RPV = total revenue ÷ visitors. It blends conversion rate and order value, and sets a ceiling on what you can pay per visit.
What is Revenue Per Visitor?
Revenue per visitor (RPV) is total revenue divided by the number of visitors. It combines conversion rate and order value into one number that tells you what a visit is worth.
RPV = total revenue ÷ visitors
How to read your result
- RPV captures both conversion rate and average value in one figure.
- Rising RPV means each visit is more valuable — better targeting or UX.
- It sets a ceiling on what you can pay for traffic (CPC).
- Segment RPV by source to find your most valuable channels.
Frequently asked questions
Why use revenue per visitor?
It blends conversion rate and order value into a single number, so you can compare traffic sources and know the most you can profitably pay per visit.