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App LTV

What is app LTV?

The LTV or Lifetime Value of a user is the average revenue they generate from all the app monetization streams throughout their lifespan of using the app. In other terms, LTV is the monetary value of an app user.

How is LTV calculated?

The average LTV of a user is calculated as follows:

Average LTV = Total lifetime revenue / Total users

Why is LTV important?

By calculating the LTV, you can:

Estimate how much an acquired user will generate
Calculate the scaling potential
Predict how much to spend on user acquisition while still earning a profit
Understand when you can stop promoting an app without new updates
Optimize revenue to increase profits

Related Terms

User acquisition

Advertisers use the process of user acquisition to create and deploy advertising campaigns that generate app installs.

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