E-commerce Glossary

Revenue Per Visitor

Average revenue generated by each unique visitor to your site.

Revenue Per Visitor (RPV) indicates how much each visitor brings in on average. It is a synthetic metric that combines conversion rate and average order value.

Calculation: RPV = Revenue / Number of Unique Visitors.

Alternatively: RPV = Conversion Rate x Average Order Value.

This metric is useful for evaluating the profitability of your traffic sources. If your RPV is $2.50 and your average CPC is $0.80 with a 2% conversion rate, you can quickly assess whether a traffic source is profitable.

Fullmetrix connects your e-commerce data with Google Analytics to calculate RPV by traffic source, by device, and by landing page.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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