RPV
Revenue per Visitor
Quick definition
Revenue per visitor (RPV) is the average revenue generated by each visitor, calculated as revenue divided by the number of visitors.
Formula
RPV = Revenue ÷ Visitors
Formula variables
- Revenue
- Revenue attributed to the visitors in the period.
- Visitors
- The number of unique visitors, or sessions if that is the base you use, counted over the same period.
Worked example
- Revenue
- $60,000
- Visitors
- 40,000
60,000 ÷ 40,000
Result: $1.50
Each visitor generated $1.50 of revenue on average. The figures are illustrative.
How definitions differ
- Visitors or sessions
- Revenue ÷ Sessions
- Some reports use sessions as the base, which is sometimes called revenue per session. The base changes the result, so state which you use.
How to interpret it
RPV combines conversion rate and order value into one figure: it rises if more visitors buy or if each order is worth more. That makes it useful for judging experiments where a change might trade one for the other.
It does not show profit or lifetime value.
When it is useful
- Evaluating tests that may change both conversion rate and order value.
- Comparing the value of traffic from different sources.
- Setting the value of a visit when bidding.
Limitations
- The base (visitors or sessions) is not standardised.
- Revenue from returning customers is included.
- Few high-value orders can skew small samples.
Common mistakes
- Comparing visitor-based and session-based figures.
- Treating RPV as profit.
- Drawing conclusions from small samples.