'Revenue per Visit' (RPV) in e-commerce analytics is a performance metric that measures the average revenue generated from each visit to a website. It is calculated by dividing the total revenue by the number of visits.

RPV is a valuable metric for assessing the overall effectiveness of an e-commerce site in generating revenue. It helps in understanding the value of traffic and is often used in conjunction with other metrics like conversion rate and average order value to gain a comprehensive view of e-commerce performance.

Monitoring RPV enables businesses to evaluate the quality of traffic, the impact of marketing campaigns, and the efficiency of the website in converting visitors into customers. By optimizing the RPV, businesses can increase the return on investment (ROI) for their online marketing efforts.