Revenue per visitor and ROI.
Enter a channel's visitors, the revenue they brought and what it cost, to see whether it pays.
Questions.
How is revenue per visitor calculated?
Revenue from the channel's visitors divided by the number of visitors. It is the fairest way to compare a channel that sends many cheap visits with one that sends a few that buy.
What is a good return on spend?
Above 1x the channel earns back what it costs. Most teams want 3x or more, because revenue also has to pay for the product and fees.
What is break-even revenue per visitor?
What each visitor must bring for the channel to pay for itself: cost divided by visitors. If your site's revenue per visitor is below it, the channel loses money at that price.
Where do I get revenue per channel?
From an analytics tool that links visits to payments. Most web analytics stop at visits, so revenue per channel needs payment data joined to the visit that brought each customer.
See which channels actually pay
These tools estimate. Virling measures: it links every visit to the payment it led to, so revenue per visitor and return come from your real numbers. 14 days free.