Money & metrics · also called revenue per visitor, revenue per landing, RPL
RPV (revenue per visit)
RPV is total revenue divided by the number of visits to the landing page, showing what one arriving visitor is worth on average.
Revenue per visit folds the whole on-site funnel into one number. It already accounts for the visitors who bounce, the ones who click a keyword but no ad, and the price of the ads that do get clicked.
It is the fairest figure to hold against CPC, because both describe the same thing from opposite sides: one visitor, bought and sold. If RPV is above the cost of a visit, the campaign makes money. RPV is therefore also the break-even point cost per visit.
RPV can be broken into three parts: Lander CTR x Ad CTR x revenue per monetised click. That breakdown shows where to work. A weak lander CTR points to the page or the match between ad and keywords. A weak ad CTR points to low coverage or poor keyword choice. A weak click value points to the vertical, the country, or quality discounting. One caution: count visits that actually loaded, not clicks reported by the ad platform, or RPV will look worse than it is.
An example
Say lander CTR is 45%, ad CTR is 60% and each monetised click earns $1.00. RPV = 0.45 x 0.60 x $1.00 = $0.27. Raising lander CTR to 50% lifts RPV to $0.30, an 11% increase with no extra traffic cost.
Related terms
RPC (revenue per click)
RPC is the average revenue earned per monetised (paid ad) click: the "sell" price in search arbitrage. Convert it to revenue per visitor (RPV) before comparing it with CPC.
RPS (revenue per search / session)
RPS is revenue divided by the number of searches (or, in some reports, sessions), showing how much each search on the feed earns on average.
EPC (earnings per click)
EPC is average earnings per click sent, a term borrowed from affiliate marketing that trackers use for revenue divided by clicks.
Break-even point
The break-even point is where revenue exactly equals cost, so a campaign makes neither profit nor loss.
Lander CTR (keyword click rate)
Lander CTR is the share of landing-page visitors who click a keyword or related search term, taking them on to the page that shows search ads.
Ad CTR (feed click rate)
Ad CTR is the share of searches or results-page views on a feed that end with the visitor clicking a paid ad.