RPV is mathematically equivalent to conversion rate multiplied by AOV. Its value as a metric is that it captures the net effect of both levers together, which matters because a change that improves one can sometimes come at the expense of the other — a promotion might increase conversion rate while lowering AOV, for example. Because RPV nets out this tradeoff, it's often the preferred top-line metric for evaluating whether a specific intervention — a new feature, a redesigned page, an AI stylist — actually improved overall revenue efficiency, rather than just moving one sub-metric.