Revenue per visitor combines CVR and AOV into one number — your true per-visitor traffic value.
Revenue in the period
All website sessions in the same period
Total ad spend generating this traffic
COGS + fulfilment + returns as % of revenue
RPV = Revenue ÷ Visitors = AOV × CVRIn plain English
RPV = Revenue / Visitors = AOV × Conversion Rate.
Worked Example
$75,000 ÷ 50,000 visitors = $1.50/visitor. Or: $125 AOV × 1.2% CVR = $1.50.
RPV is the maximum you can pay for a visitor and break even on revenue. Your maximum CPC = RPV × contribution margin %. If RPV is $2 and contribution margin is 40%, you can profitably bid up to $0.80 CPC.
RPV segments by source tell you which channels deserve more budget: if Google Search visitors have $3 RPV and Meta visitors have $1 RPV, shift budget accordingly — even if both have similar CTRs.
| Source | Typical RPV | CVR Range | AOV Typical | Status |
|---|---|---|---|---|
Email (own list) | $3–8 | 3–6% | $120+ | |
Google Search (branded) | $2–5 | 3–5% | $100+ | |
Google Shopping | $1.50–3 | 1.5–3% | $90+ | |
Meta / Instagram | $0.50–2 | 0.5–2% | $80+ | |
TikTok / Social | $0.25–1 | 0.3–1% | $70+ |
Source: Klaviyo E-commerce Benchmark 2025 · Google Merchant Insights Report
Using RPV to set CPC bids without accounting for margin
RPV is revenue, not profit. Your max CPC should be RPV × contribution margin — not RPV. At 40% contribution, a $2 RPV supports a $0.80 max CPC, not $2.
Not segmenting RPV by device
Desktop RPV is typically 2–3× mobile RPV. This should affect mobile vs desktop bid strategies in paid campaigns. Optimise mobile checkout to close the gap.
Comparing RPV across different time periods without seasonality adjustment
Holiday season RPV can be 2–3× off-peak. Compare the same period year-over-year, not month-over-month.