Revenue Per Visitor Calculator

RPV = total revenue ÷ total visitors, for the same period. It tells you the average value each visit generated, regardless of whether that visitor actually converted.

Average order value only considers people who purchased; RPV spreads revenue across every visitor, converting or not — so RPV is naturally much lower and reflects overall traffic quality, not just buyer behavior.

It's commonly used to compare the value of different traffic sources (e.g. is organic search worth more per visitor than paid social?) or to set a maximum acceptable cost-per-click for paid acquisition.

RPV measures revenue efficiency per visitor (revenue ÷ traffic volume); the SEO ROI Calculator measures return relative to what you spent (revenue vs. cost) — different denominators, different questions.