What is Lifetime Value (LTV)?

LTV, or lifetime value, is the total revenue that a user will generate during their lifetime. This value is calculated by summing the revenue a user generates from in-app purchases and in-app advertising.

Why is LTV important?

Users with a high LTV tend to have high retention rates and spend more on IAP. Developers can leverage LTV data to optimize their in-app experience and improve their user acquisition strategy.