Revenue per visitor

Revenue per visitor divides the selected revenue by unique measured visitors over the same period. It is not revenue per session, purchaser or order. Check the user definition of the actual data source: GA4 bases average purchase revenue per user on active users and distinguishes it from purchase revenue per paying user.[1] Make the denominator explicit alongside the figure.

For a store, this perspective combines buying propensity with spending level without treating every visitor as a customer. Select a consistent revenue basis, such as after discounts and returns, and apply matching filters to revenue and visitors. Consider changes in visitor recognition and measurement coverage before attributing an increase to a new shopping experience. This remains a revenue measure; profitability additionally requires costs and margin.