The following definitions are essential to understand the effectiveness of your sales site
Visits
The number of unique visits.
For a sales funnel this is the number of unique visits (sessions) on your site. This will not include any visits that submitted an order with a test card.
For a page this is the number of unique visits to that individual page. This does include test cards. This does not include a browser refresh.
Funnel and Page visits will not be equal for multiple reasons.
A consumer does not visit all pages during a visit to the sales funnel
If a consumer lands on your site and visits 3 pages, that will be 1 funnel visit and 3 page visits.
If you delete a page then that page no longer shows Visits. But the sales funnel still shows the Visit.
Submits
For a sales funnel this is the number of new complete orders (sales).
For a page this is the number of Visits that submitted the page and moved to the next page.
Conversion Rate
Submits divided by Visits
Average Order Value (AOV)
Gross Revenue divided by number of New Sales
For a sales funnel this is the average value of every new order in a date range
For a page this is the average value of every new order in a date range that visited this page. If a sale occurred on your site then every page visited by the consumer during that sale is given the value of the sale. Upsell pages are handled a little differently as the content of an upsell page does not necessarily affect the success of another upsell page. AOV for an upsell page is the value of the individual upsell page only. Consider the following scenario: a consumer visits a lead page, then proceeds to a checkout page, then makes a purchase, then buys an upsell, and then finishes on a thank you page. AOV for the lead, checkout, and thank you page is the total value of the order. AOV for the upsell page is the upsell product only.
Lifetime Value (LTV)
Net Revenue = Gross Revenue - Refunds - Expenses - Chargebacks
For a sales funnel this is the Net Revenue from all new and rebill orders in a date range
For a page this is the Net Revenue from all orders in a date range that visited this page, including all subsequent rebills. The AOV notes about upsell pages apply here too.
Customer Lifetime Value (CLTV)
Lifetime Value divided by number of unique customers in a date range