Week over week revenue per visit for a campaign has been trending down. What is the MOST LIKELY reason for this?

The trend of declining revenue per visit is most likely due to a decrease in Average Order Value (AOV). AOV reflects the average amount of money each customer spends when making a purchase. If AOV decreases, this directly affects the total revenue generated from each visit, resulting in lower revenue per visit. This situation can arise from various factors such as promotional discounts, changes in product pricing, or shifts in customer purchasing behavior, which lead customers to buy less or choose lower-priced items.

While factors such as an increase in traffic, higher cost per click, and seasonal fluctuations can influence overall performance metrics, they do not directly account for a decline in revenue per visit to the same extent that a decreased AOV does. Increased traffic could maintain or even boost revenues if conversion rates remain stable or improve. Higher costs per click may affect profitability but do not necessarily lead to lower revenue per visit. Similarly, seasonal fluctuations can impact sales, but they often introduce both increases and decreases rather than a consistent downward trend in revenue per visit alone.