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Revenue

Revenue Per Visitor (RPV) Calculator

Revenue Per Visitor combines conversion rate and average order value into one number, showing what a site's traffic is actually worth, not just how much of it converts.

$

Revenue Per Visitor

$5.00

What This Means

RPV combines conversion rate and AOV into one number, and sets a practical ceiling for what you can afford to pay per visitor.

The Formula

RPV = Total Revenue / Total Visitors

Why It Matters

RPV is useful precisely because it can rise from either lever, better conversion rate or higher AOV, so tracking it alongside both shows whether an improvement is coming from more people buying or people spending more. It's also the number that translates most directly into what a business can afford to pay for traffic.

Example

A store generates $50,000 in revenue from 10,000 visitors in a month. RPV is $50,000 divided by 10,000, which equals $5.00 per visitor.

Frequently Asked Questions

  • Conversion Rate only measures how many visitors buy. RPV combines that with how much they spend, so two stores with identical conversion rates can have very different RPV if their AOV differs.

  • It sets a practical ceiling for how much can be paid per visitor from a traffic source while still being profitable, a more direct comparison than conversion rate or AOV alone.

Related Calculators

Average Order Value (AOV) CalculatorConversion Rate Calculator

From the Glossary

Revenue Per Visitor (RPV)Average Order Value (AOV)Conversion Rate
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