> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Revenue per Visitor: Average Revenue Per Unique Visitor

> Track Revenue per Visitor (RPV) for your Shopify store. Compare traffic quality across channels and optimize marketing spend by visitor value.

<Tip>
  Revenue per Visitor measures the average revenue generated for every unique visitor to your Shopify store.
</Tip>

## Formula

<Info>
  **Revenue per Visitor** = **Revenue** ÷ **Unique Visitors**
</Info>

### Formula Components

| Metric                                                                     | Definition                                                 |
| -------------------------------------------------------------------------- | ---------------------------------------------------------- |
| [**Revenue**](/reference/metrics/funnel/conversions/revenue)               | Total purchase value tracked from your Shopify orders      |
| [**Unique Visitors**](/reference/metrics/funnel/awareness/unique-visitors) | Count of distinct visitors identified by the Upstack pixel |

| Metadata        |                                                      |
| --------------- | ---------------------------------------------------- |
| **Type**        | Currency                                             |
| **Data Source** | [Upstack Pixel](/pixel), [Shopify](/sources/shopify) |
| **Aggregation** | Ratio                                                |

***

## Example

Your Shopify store generated **\$47,500** in revenue from **12,500 unique visitors** in March:

| Channel        | Revenue      | Visitors   | Revenue per Visitor |
| -------------- | ------------ | ---------- | ------------------- |
| Organic Search | \$18,000     | 5,000      | \$3.60              |
| Meta Ads       | \$15,500     | 4,500      | \$3.44              |
| Email          | \$8,500      | 1,500      | \$5.67              |
| Direct         | \$5,500      | 1,500      | \$3.67              |
| **Total**      | **\$47,500** | **12,500** | **\$3.80**          |

***

## How It Works

Revenue per Visitor divides total Shopify order revenue by the number of unique visitors tracked through the Upstack pixel. This metric combines purchase data from your Shopify store with visitor identity resolution to measure the monetary value each visitor brings to your site.

***

## When to Use

| Scenario                          | Action                                                   |
| --------------------------------- | -------------------------------------------------------- |
| Comparing traffic sources         | Identify which channels drive higher-value visitors      |
| Evaluating campaign quality       | Measure if paid traffic converts into meaningful revenue |
| Setting traffic acquisition goals | Calculate visitors needed to hit revenue targets         |
| Optimizing marketing spend        | Shift budget toward channels with higher RPV             |

***

## Related Metrics

| Metric                                                                           | Relationship                                      |
| -------------------------------------------------------------------------------- | ------------------------------------------------- |
| [Revenue](/reference/metrics/funnel/conversions/revenue)                         | Numerator — total revenue tracked                 |
| [Unique Visitors](/reference/metrics/funnel/awareness/unique-visitors)           | Denominator — total visitors tracked              |
| [Revenue per Session](/reference/metrics/funnel/conversions/revenue-per-session) | Similar metric using sessions instead of visitors |

[See all Conversions metrics →](/reference/metrics/funnel/conversions)