Glossary

LTV – Lifetime Value

What is lifetime value?

LTV, or lifetime value, is an app metric which estimates the revenue a single user generates throughout their entire lifetime within an app. In other words, it’s a prediction of a user’s monetary value over time, and is calculated by looking at both in-app purchases and in-app advertising (determined by the number of ad impressions the user saw throughout their lifetime, among others).

LTV tells app developers how well they are monetizing and retaining their current user base. High LTV users are users with high retention rates who stick around in the app, and contribute significantly to overall app revenue.

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