> ## Documentation Index
> Fetch the complete documentation index at: https://docs.abtestly.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Revenue metrics

> Four ways to look at a revenue test. Conversion rate, revenue per visitor, average order value, orders per visitor. Each answers a different question.

For a revenue goal, "did the variant win?" has four honest answers. The
results page lets you pick between them with a metric toggle on the
goal card.

## The four metrics

### Conversion rate (CR)

Of the visitors who saw this variant, what fraction converted at least
once?

$$
\text{CR} = \frac{\text{visitors who converted}}{\text{visitors exposed}}
$$

**Best for:** the classic "more people bought" question. Ignores how
much each buyer spent.

### Revenue per visitor (RPV)

Of the visitors who saw this variant, what is the average revenue
across all of them (including zeros for those who did not buy)?

$$
\text{RPV} = \frac{\text{total revenue}}{\text{visitors exposed}}
$$

**Best for:** the "is this net-positive?" question. The one number a
business person usually wants.

Confidence intervals on RPV are non-trivial because most visitors are
zero and the distribution is heavy-tailed. ABTestly ships a proper
mean-difference CI for RPV, see
[The engines page](/results/engines) for the specific method.

### Average order value (AOV)

Of visitors who converted, what is their average order?

$$
\text{AOV} = \frac{\text{total revenue}}{\text{orders}}
$$

**Best for:** the "did this move upsells?" question. Ignores the
change in conversion rate.

### Orders per visitor (OPV)

Of the visitors who saw this variant, how many orders per visitor?

$$
\text{OPV} = \frac{\text{total orders}}{\text{visitors exposed}}
$$

**Best for:** subscriptions or repeat-purchase products where a single
visitor can buy more than once. Behaves like CR when almost every buyer
buys once, but tells a different story when repeat purchase matters.

## Picking a metric

Rule of thumb: **RPV is the honest default** when the test could plausibly
change either conversion rate or average order value.

* **CR** is fine when you know AOV cannot move, a homepage headline
  test rarely moves what people put in their cart.
* **AOV** alone is misleading, a test that halves conversions but
  doubles AOV wins on AOV and loses on RPV. Report AOV only alongside
  CR or RPV.
* **OPV** is the right pick for subscription products, or for services
  where one visitor generates multiple orders per session.

## The confidence numbers

Each metric gets its own confidence interval. Switching the toggle
recomputes them for the metric you picked; the underlying data is the
same.

RPV and OPV get **mean-difference** intervals because both are averages
of a per-visitor quantity. CR and AOV get proportion-style and
mean-of-orders intervals respectively.

## Currency

ABTestly does not do currency conversion. Revenue is reported in the
site's configured currency (Settings → General). If your visitors pay
in multiple currencies, convert to a single currency on your end
before firing the goal.

## Dedup

Revenue values are deduplicated by `orderId`, a beacon retried after
a network blip does not double-count. See the
[`trackGoal` API](/developer/window-abtestly-api#trackgoal-key-valueoropts)
for the shape.

## Refunds

Refunds subtract from the visitor's revenue for that experiment. Fire
the same goal with `refund: true` and the same `orderId`:

```js theme={null}
abtestly.trackGoal('purchase', {
  refund: true,
  refundId: 'refund-3341',
  orderId: 'order-9182',
});
```

The results page nets refunds against original revenue automatically.