SYS/RES
Calculators
Value of a test, acquisition, traffic and SEO — growth arithmetic.
Value of SEO traffic
What organic traffic is worth: sessions × conversion rate × average order value, or the CPC equivalent when you have no measured conversion. The tool states which of the two you are using.
SYS/IN
SYS/OUT
Estimated revenue (CVR × AOV)
€16,000
€16,000 if 10,000 sessions convert at 2% with a basket of €80. Only true if that CVR is measured, not assumed.
Same CVR and same AOV. The axis is estimated revenue, not a CPC proxy.
How this is calculated
Method
Two readings, one traffic stream. The tool computes one or the other, never a blend, and says which.
Mode A — estimated revenue (realised CVR).
value = sessions × CVR × AOV
Conversion rate (CVR) is a measured site rate (2% is 0.02; the field asks for a percentage). Average order value (AOV) is revenue per conversion. If 10,000 sessions convert at 2% with an €80 basket, you get €16,000 of estimated turnover — if that CVR and basket actually hold on this organic traffic.
Mode B — CPC proxy (not realised revenue).
proxy_value = sessions × CPC
This is the SEO-tool shortcut (“traffic value”): what the same click volume would cost at the query’s Ads CPC. 10,000 sessions × €1.20 = €12,000 of equivalent paid-search spend. That is not €12,000 in the till. It is not a CVR. It is a market proxy, useful when you have no measured conversion, misleading as soon as you read it as revenue.
The two default-example figures (€16,000 vs €12,000) do not add up and do not “validate” each other.
Sources
- Mode A: the identity revenue = sessions × CVR × AOV (revenue per visitor = CVR × AOV), the basic frame for online experiments — Kohavi, Tang and Xu, Trustworthy Online Controlled Experiments, Cambridge University Press, 2020, ch. 1.
- Mode B: SEO reporting convention (Ahrefs, Semrush and others call “traffic value” the product of volume × CPC). It is a proxy for avoided acquisition cost, not a revenue measurement. The tool refuses to relabel it “revenue”.
Limits
- A CPC is not a CVR. Applying a market CPC to brand traffic, or to pages with no transactional intent, inflates the proxy.
- A site-wide “average CVR” applied to a blog template often overstates revenue. Use the CVR of the template (or funnel) that actually receives this traffic.
- No attribution, no Ads/SEO cannibalisation, no margin. The tool values a volume; it does not say whether those sessions would exist without SEO, nor what remains after cost of goods.
- If sessions, CVR, AOV or CPC is zero, that mode is undefined — the tool refuses the calculation.