Revenue Per Visitor Calculator
What is one visitor actually worth?
Your numbers
Result
Revenue per visitor
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How this is calculated
Revenue per visitor combines conversion rate and order value into a single number that can be compared directly against what you pay for a click. It is the cleanest way to decide whether traffic is affordable.
- Revenue per visitor = (orders × average order value) ÷ sessions
- Gross profit per visitor = revenue per visitor × contribution margin %
- Maximum affordable CPC = gross profit per visitor
- Profit per visitor after traffic cost = gross profit per visitor − cost per click
- Revenue per 1,000 sessions = revenue per visitor × 1,000
What to make of the number
Maximum affordable CPC is the number that settles most paid traffic arguments. At a 1.6% conversion rate, a $62 AOV and a 44% margin, gross profit per visitor is about $0.44 — meaning any channel above roughly $0.44 per click loses money regardless of how much revenue it reports.
Frequently asked questions
Why is revenue per visitor better than conversion rate alone?
Because it folds in order value. Two stores can convert identically and have completely different economics if one sells a $25 item and the other a $120 one. Revenue per visitor captures that difference in a single comparable figure.
What is the maximum affordable CPC?
Your gross profit per visitor. Above that figure each click destroys value even when it produces a sale, which is why campaigns can look successful on revenue while quietly losing money.
Should I use contribution margin or gross margin?
Contribution margin. It deducts every cost that scales with the order — fees, shipping, payment processing — giving an honest view of what the visitor actually contributes before acquisition cost.
How do I improve revenue per visitor?
Either raise conversion rate or raise order value, ideally both. Conversion work tends to have a ceiling; AOV work through bundles and thresholds is often the faster lever in the short term.
Does this work for marketplace listings?
Yes, though the 'visitor' is a listing view and the traffic cost is your ad spend per click within the marketplace. The logic is identical and it is the same calculation behind break-even ACoS.