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Last Click Attribution
Last Updated: February 10, 2026Last-click attribution is a marketing model that gives the attribution credit to the last click inside of the attribution window. Last-click attribution is a standard in mobile marketing analytics. All of the existing tools, such as MMPs and ad networks, use last-click attribution by default. Tenjin is not an exception. What is an example of...
Lifetime Value (LTV)
Last Updated: February 10, 2026Lifetime value or LTV is the revenue generated by a user either during their entire lifetime, or within a defined time span. It is a key cohort metric that provides insight into app performance. LTV also helps advertisers make informed decisions about an app’s user acquisition strategy, and the health of their campaigns. Which LTV...
Limit Ad Tracking (LAT)
Last Updated: February 10, 2026What is limit ad tracking (LAT)? LAT is the old name of the iOS switcher that turned a device’s IDFA into a string of zeros. Regardless of the app that a user launched, their IDFA is going to be a string of zeros. iOS 14 has introduced ATT (App Tracking Transparency), enabling a more comprehensive...
Lifetime Active Days per User
Last Updated: February 10, 2026What is lifetime active days per user? Lifetime active days per user in mobile marketing refers to the number of unique days on which a mobile app user engages or interacts with the app over the course of their lifetime as a user. This metric is critical for understanding user engagement and retention in the...