Revenue per Visitor (RPV)
01 Definition
Revenue per Visitor (RPV) meaning: The average revenue a store earns for each visitor or session.
Revenue per visitor is total revenue divided by the number of visitors or sessions in a period. It combines conversion rate and average order value into one figure, so it reflects both how often people buy and how much they spend. State whether you count visitors or sessions.
Also called
Why it matters
How Revenue per Visitor (RPV) fits the work
RPV gives a single number that captures the full value of your traffic, which makes it useful for comparing tests, channels, and time periods at a glance.
In context
With 20,000 sessions and 60,000 dollars in revenue over a month, revenue per visitor is 60,000 divided by 20,000, which equals 3 dollars per session.
Practical note
Because RPV blends two metrics, a stable RPV can hide offsetting moves, such as higher order value with lower conversion. Break it into its parts when you diagnose a change.