Glossary

Revenue per visitor: definition and examples

Revenue per visitor (RPV) divides revenue by unique measured visitors in the selected scope. AnalyticFast’s revenue views use net recorded revenue after refunds, with currencies kept separate.

Formula and a worked example

RPV = net revenue in one currency ÷ measured visitors

A source brings 400 visitors, $240 in payments and $40 in refunds. Net revenue is $200 and RPV is $0.50. If another source brings 1,000 visitors and $300 net, its RPV is $0.30. The second source produces more total revenue; the first produces more revenue per measured visitor. Neither comparison includes acquisition cost.

Currency and period matter

Do not add 100 USD to 100 EUR and call it 200 USD. The dashboard’s headline uses the site currency and returns other currency totals separately. Use the same date range, timezone, filters and attribution model when comparing sources. A refund recorded this period can reduce RPV even if the original payment happened earlier; net revenue and RPV can be negative.

What this ratio leaves out

RPV is not profit per visitor, lifetime value or return on ad spend. It does not subtract provider fees, cost of goods or campaign spending. Revenue can include renewals while the visitor denominator describes visits in the selected window, so a date-range RPV is not automatically an acquisition cohort’s lifetime value.

Make a channel decision carefully

Read RPV beside visitors, customer counts, total net revenue and attribution coverage. One expensive sale can dominate a small sample. Blocked tracking can reduce the denominator, and missing checkout context can remove revenue from a source row. Investigate measurement changes before deciding that a channel became more valuable.

Related definitions

• Conversion rate
• Revenue attribution
• Assisted revenue

Install AnalyticFast and connect verified revenue to use these definitions with your own data.