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Glossary
Revenue Per Visitor (RPV)
The average amount of revenue generated each time a user visits your website.
What is Revenue Per Visitor?
Revenue Per Visitor (RPV) is a high-level metric that combines conversion rate and average order value. It's often the "North Star" metric for ecommerce A/B testing.
RPV = Total Revenue / Total Visitors
Why RPV is Important
RPV tells you the true value of your traffic. You could increase your conversion rate by lowering prices, but if your RPV goes down, your business might be worse off. RPV ensures you're optimizing for profitable growth.