Revenue per visitor (RPV) is your total revenue divided by your unique visitors over the same period. If 2,000 people visited your site last month and you made $3,000, your RPV is $1.50. Every visit, on average, is worth a dollar fifty.
Why it beats visitors and conversion rate
Visitors measure attention. Conversion rate measures how many people pay, but ignores how much they pay. RPV combines both into a single number that maps directly to money, which makes it the best metric to compare things that have nothing else in common:
- a 50,000-visitor SEO article vs a 400-visitor podcast mention,
- visitors from the US vs visitors from Germany,
- your pricing page vs your free tools,
- this month vs the same month last year.
A worked example
Say you have three channels last month:
- Organic search: 6,000 visitors, $2,400 → RPV $0.40
- Newsletter: 500 visitors, $1,250 → RPV $2.50
- Organic social: 3,000 visitors, $300 → RPV $0.10
Search brings the most money, so protect it. But the newsletter is six times more valuable per visit: one more sponsorship is probably the best $500 you can spend. Social looks great on a traffic chart and barely pays.
Use it to price your marketing
RPV also tells you what you can afford to pay for a visit. If a channel's RPV is $2.50, any ad or sponsorship that brings visitors for less than that is profitable on first purchase (before counting renewals).
How to grow it
- Send traffic to pages that convert: compare RPV by landing page and point links to the winners.
- Raise prices or add an annual plan: RPV grows without any extra traffic.
- Cut low-intent traffic you pay for: it dilutes RPV and costs money.
Where to find it
In DataEasy, Revenue/visitor sits in the metrics row of your dashboard, next to visitors, revenue and conversion rate. It re-computes for any filter, so you can read the RPV of a country, a referrer or a campaign in one click. It needs revenue attribution set up.