CPVI, short for Cost Per Incremental Visit, represents the average cost per visit generated by an advertising campaign. This metric is frequently used in the context of initiatives aimed at driving in-store traffic from mobile interactions. It is calculated by dividing the total campaign cost by the number of additional visits recorded. It’s worth noting that CPVI can also be adapted to assess the impact of more traditional marketing techniques, such as the use of coupons or gift codes, which encourage consumers to visit physical stores. Data reveals that the cost per incremental visit varies depending on the industry, as demonstrated by a 2018 study conducted by S4M.