What is...

Revenue per visitor (RPV)

Revenue per visitor (RPV) is a business metric used for measuring the total amount of money generated by a visitor to your website.

The RPV is calculated by dividing the revenue generated by your website during a specific time period, by the number of visitors during the same time period. So if you had revenue of $1,000 in August, and 20 unique visitors, the revenue per visitor would be $1,000/20 = $50. The RPV formula is, therefore:

RPV = Revenue / Visitors

This metric is used for evaluating the value of each additional visitor that lands on your website. It can also be calculated by multiplying the conversion rate (CR) and average order value (AOV):


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