Reading your data

Revenue per visitor

Revenue per visitor (RPV) is a channel’s revenue divided by its visitors. It’s the number Statlark leads with, because it’s the one that survives a bad assumption: a channel can send little traffic and still be your best, and a channel can flood you with visitors who never pay. Conversion rate hides both; RPV surfaces them.

Concretely, rev / visitor = revenue ÷ visitorsover the range you’re looking at. Sort your sources by it and the low-traffic, high-value channels that GA buries rise to the top. Revenue rides on every breakdown row — sources, pages, countries, devices, people — so you never have to guess which slice earned.

Paying conversion

Paying conversion is the share of visitors who became paying customers — distinct paying visitors ÷ distinct visitors, in the same window. Unlike a goal conversion (someone hit a target you defined), this is strictly about money changing hands, so it’s immune to vanity goals. A channel with a high RPV but a low paying conversion is earning big from a few whales; a high paying conversion with a low RPV is lots of small orders. Read them together.

How channels are classified

Every visitor is assigned a channel from their first touch— the source, medium and referrer frozen on their very first visit, so a later direct return never overwrites the marketing that actually earned them. Statlark sorts each visitor into one of six channels, first match wins in this order:

• Ads — an ad-click id is present (Googlegclid, Meta fbclid, Microsoft msclkid) or the UTM medium is paid (cpc, ppc, paid, display, …).
• Email — medium email/newsletter, or the source names an email tool (Mailchimp, Klaviyo, SendGrid, …).
• Social — medium social, or the source or referrer is a social network (Facebook, Instagram, X/Twitter, LinkedIn, Reddit, YouTube, TikTok, …).
• Organic — medium organic, or the referrer or source is a search engine (Google, Bing, DuckDuckGo, Yahoo, …).
• Referral— there’s a referrer or source, but none of the above matched: another site linked to you.
• Direct — no referrer and no source: a typed URL, a bookmark, or a link stripped of its referrer.

“Organic vs paid” falls straight out of this: Ads is your paid acquisition, everything else is earned. Break sources down by Channel for the six-way view, or by UTM source / Referrer / Ad-click to go finer.

The visitor journey

Each visitor carries an entry page(the path they first landed on, frozen at first touch) and a chronological timeline — pageviews, goals, and payments in order. That’s how a page earns credit for revenue even when the sale happens three sessions later on a different page: the entry page, not the checkout page, gets the attribution. Open any person to see their full cross-device journey.

People & lifetime value

A person is a durable profile, merged across every device they use — so one human who browses on mobile and buys on desktop is a single row, not two visitors. Their lifetime value is the sum of all their payments (net of refunds), stored on the profile rather than re-summed per range, so it can never drift out of step with your revenue. Sort People by LTV to see who your best customers actually are — then look at the channel that first brought them, and pour more in there.

To turn anonymous visitors into named people, call statlark.identify() — see Identifying users. To pull any of these numbers over HTTP, see the REST API.