How to use the calculator
- Enter your revenue for a period.
- Enter your visitors for the same period.
- Add your number of orders to split the result into conversion rate and average order value.
The formulas
Revenue per visitor (RPV) = revenue ÷ visitors
Average order value (AOV) = revenue ÷ orders
Conversion rate = orders ÷ visitors
RPV = conversion rate × AOV
$12,000 from 8,000 visitors is $1.50 per visitor. With 160 orders, that is a 2% conversion rate times a $75 average order.
Why RPV beats conversion rate alone
Two traffic sources:
| Source | Visitors | Conversion rate | AOV | RPV |
|---|---|---|---|---|
| Newsletter | 2,000 | 3% | $40 | $1.20 |
| Organic search | 2,000 | 2% | $90 | $1.80 |
The newsletter converts better, but search visitors are worth 50% more each. Revenue per visitor shows that in one number, which makes it the fairest way to compare sources, pages and campaigns.
Using RPV to plan ads
RPV is the most a visitor can cost before you lose money on revenue alone. Multiply it by your gross margin to get the most you can pay per click and still profit: with $1.50 RPV and a 40% margin, that is $0.60 per click.
Two ways to raise it
- More visitors buy. Clearer pages, faster checkout, better-matched traffic.
- Each order is bigger. Bundles, upsells, free-shipping thresholds, annual plans.
Watch both. A discount can lift conversion and cut order value so much that RPV falls.
Getting the inputs right
- Count people, not bots. Crawlers inflate visitors and push RPV down.
- Match the periods for revenue and visitors.
- Decide on refunds: net revenue gives the truer number.
NoirTrack shows revenue per visitor for every source, page, country and campaign, because each sale is tied to the visit that brought it.