What is Revenue Per Visitor (RPV)?
RPV is the average revenue generated per visitor (or session). It combines traffic quality, conversion rate, and AOV into one metric.
Understanding RPV
RPV approximates CVR × AOV when measured consistently, combining conversion efficiency with order value into a single view. It’s sensitive to traffic quality, so pre‑click clarity matters. Catalog ads improve RPV by matching products to intent and increasing AOV through price/review overlays and product‑level video. Landing page speed and clarity lift both CVR and AOV, compounding gains in RPV. Keep definitions and windows consistent across channels for comparability.
Use RPV to diagnose whether issues stem from conversion, order value, or traffic. Rising RPV with flat CVR can indicate AOV improvements. Falling RPV with steady AOV can flag weaker traffic quality. Segment by product set and channel to find leverage points. Read trends over weeks, not days, to filter noise. Tie insights back to creative and feed changes.
Why RPV matters
RPV matters because it tracks value per visit, not just volume, revealing whether growth is healthy. It helps diagnose pricing, traffic quality, and page friction—especially when CVR or AOV alone look fine. Optimizing for RPV aligns creative, targeting, and landing pages toward profitable visits.
- Efficiency: Tracks value per visit, not just volume.
- Diagnosis: Low RPV can flag pricing or page friction.
How RPV works
RPV works by dividing revenue by visitors (or sessions) over a consistent window, turning volume and value into a single metric. Choose visitors or sessions and stick with it to keep comparisons clean. Catalog creative that clarifies price and proof tends to lift AOV and thus RPV. Improving traffic qualification increases CVR and raises RPV further. Fast, legible PDPs reduce friction and protect RPV from bounce. Track RPV by channel and product set to see where changes matter most.
