Cost per visit refers to the amount of money a business or organization spends on average for each customer or visitor who comes to their physical location or website. This metric is commonly used in marketing and advertising to measure the effectiveness of campaigns and the return on investment for each visit. It takes into account the total cost of the campaign, including advertising expenses, overhead costs, and any other associated costs, and divides it by the number of visits or interactions with potential customers. A lower cost per visit indicates a more efficient and successful campaign, as it means the business is spending less to attract each potential customer.