How to use the revenue per visit (RPV) calculator
RPV is total revenue ÷ total visits. The denominator here is sessions, so one person who returns three times in a day counts three times. Dividing by unique visitors instead produces a larger, different metric, and the two should never be compared side by side. Enter unique visitors as well and revenue per visitor is shown separately so the gap is visible.
RPV decomposes into conversion rate × average order value. Add your order count and both parts are calculated, which tells you whether a falling RPV came from fewer buyers or from smaller baskets. A cross-check row multiplies the two displayed figures; because each is rounded for display, it can differ from RPV by a cent or two.
The metric is most useful when comparing channels of different traffic quality. A cheap-click channel with a low RPV contributes little revenue, while a low-volume channel with a high RPV is a candidate for more budget.
Frequently asked questions
Sessions are the usual basis for comparing channels and campaigns. Unique visitors answer what one person is worth. What matters most is using the same basis for the whole reporting period.
Enter revenue net of refunds and you get RPV on a net basis. This calculator has no separate refund field, so subtract them before entering the revenue figure.