Value per visit
The "value per visit" is given by the total revenue resulting from conversions generated by the referrer under examination divided by the total number of visits from the same referrer in the selected time period.
Value per visit = Revenue / Visits
This is an indication of the maximum amount that could be invested in the traffic source under examination.
In particular, in Keyword Advertising Campaigns (Pay per Click), the "value per visit" is a strategic factor, suggesting the maximum bid for each keyword.