Revenue per visitor.

Worked example

$18,000 of revenue from 10,000 visitors and 300 orders. Revenue per visitor = $18,000 / 10,000 = $1.80. Conversion rate = 300 / 10,000 = 3% and AOV = $18,000 / 300 = $60, and 3% x $60 = $1.80. A $36,000 target at $1.80 per visitor needs 36,000 / 1.80 = 20,000 visitors. A 10% relative conversion lift (3% to 3.3%) on the same traffic adds $1,800.

How it works

Revenue per visitor (RPV) is revenue divided by visitors. It folds conversion rate and order value into one number: RPV = (orders / visitors) x (revenue / orders).

Google defines conversion rate as conversions divided by the total interactions that can be tracked to a conversion in the same period. For a store, conversions are orders and interactions are the visitors you enter. In GA4, "Sessions" counts sessions that began and "Total users" counts unique users who triggered any event, so choose one unit and use it for every period.

Visitors needed = target revenue / RPV, rounded up. It assumes conversion rate and AOV stay the same as traffic grows, which new traffic sources often do not.

A conversion change is relative: a 10% change turns 3% into 3.3%, not 13%. Extra revenue = revenue x change %, holding traffic and AOV fixed.

Sources and basis (opened 2026-10-18): Conversion rate: Definition - Google Ads Help; Analytics dimensions and metrics - Analytics Help (GA4). The conversion rate definition is from the Google Ads page; session, user and revenue definitions from the GA4 page. RPV, visitors needed and the lift are arithmetic on your inputs.

Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast of future performance. Everything runs in your browser. Nothing you type is sent or stored.

FAQ

How do you calculate revenue per visitor?

Divide revenue by visitors for the same period. $18,000 / 10,000 visitors = $1.80.

How do you calculate ecommerce conversion rate?

Divide orders by visitors and multiply by 100. Use sessions or users consistently. 300 orders from 10,000 sessions is 3%.

Why can orders exceed visitors?

If visitors are counted as users but orders as all purchases in a longer window, repeat buyers can push orders above visitors. Count both over the same period and unit.

Is revenue per visitor better than conversion rate?

It captures both conversion and order value, so a change that lifts conversion but cuts AOV shows up honestly. This page does not publish industry benchmarks. Compare the result with your own earlier periods and segments.