Revenue per visitor (RPV)

Revenue per visitor (RPV) is a metric that shows the amount of money generated each time a customer visits your website. It is calculated by dividing the total revenue earned during a given time by the number of visitors over the same period.

RPV helps you see what is working in your company, evaluate new visitor acquisition efforts, or determine how much you can spend on paid marketing activities. A decrease in RPV indicates issues in the conversion funnel, such as a broken shopping cart or poor performance on the website.