Revenue per Visitor Formula: Excel, DAX, Calculator & Example

Simple formula

Revenue / Website Visitors

The formula uses these inputs:

Revenue: enter your value in the calculator or spreadsheet.
Website Visitors: enter your value in the calculator or spreadsheet.

Excel formula

Use this Excel formula as a starting point. Replace the sample cell references with the cells in your worksheet.

=IFERROR(B2/C2,0)

Google Sheets formula

In most cases, the Google Sheets version uses the same structure as Excel.

=IFERROR(B2/C2,0)

Power BI DAX measure

Use this DAX pattern as a starting point and rename measures or columns to match your Power BI model.

Revenue per Visitor =
DIVIDE(
    [Revenue],
    [Website Visitors]
)

SQL example

This generic SQL pattern can be adapted to your warehouse table names and column names.

SELECT
    /* replace with your formula */ AS revenue_per_visitor
FROM kpi_data;

Revenue per Visitor calculator

Revenue Website Visitors

Result—

How to interpret Revenue per Visitor

Use this KPI with trend data, targets, and related metrics. A single value is less useful than a consistent definition tracked over time.

Important: KPI definitions can vary by company, accounting policy, analytics platform, or reporting standard. Keep the definition consistent when comparing periods.

Common mistakes

Mixing different time periods in the numerator and denominator.
Using totals that do not match the KPI definition used by your company.
Comparing results across teams or industries without context.

Related KPI formulas

Frequently asked questions

What is the Revenue per Visitor formula?

The common Revenue per Visitor formula is: Revenue / Website Visitors.

How do you calculate Revenue per Visitor in Excel?

Use this Excel formula pattern: =IFERROR(B2/C2,0). Replace the cell references with your own data.

Can this KPI be calculated in Power BI?

Yes. Use the DAX measure on this page as a starting point and adjust table and column names to match your model.

Revenue per Visitor Formula

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