{"id":8723,"date":"2018-01-25T11:46:00","date_gmt":"2018-01-25T11:46:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8723"},"modified":"2026-04-14T08:20:41","modified_gmt":"2026-04-14T08:20:41","slug":"whats-the-difference-between-total-revenue-and-ltv","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/whats-the-difference-between-total-revenue-and-ltv\/","title":{"rendered":"\u00bfCu\u00e1l es la diferencia entre ingresos totales y LTV?"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong><br>Los desarrolladores utilizan los t\u00e9rminos \u201cingresos totales\u201d y \u201cLTV\u201d indistintamente con demasiada frecuencia.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esto no es exacto. Existen diferencias fundamentales que distinguen estos t\u00e9rminos. No tener en cuenta estas diferencias lleva a las empresas a interpretar err\u00f3neamente el rendimiento de las aplicaciones y a tomar decisiones empresariales equivocadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para que tus iniciativas de crecimiento sigan por el buen camino y sean rentables, aclaremos las diferencias y veamos algunos ejemplos que ayuden a ilustrar las aplicaciones espec\u00edficas de cada t\u00e9rmino.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ingresos totales<\/strong><br>El t\u00e9rmino \u201cingresos\u201d se refiere a la cantidad de ingresos registrados procedentes de todos los usuarios durante un periodo de tiempo determinado. Ten en cuenta que la fecha de captaci\u00f3n del usuario no es un factor relevante en este caso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Valor de vida \u00fatil (VVL)<\/strong><br>El LTV es la cantidad de ingresos generados por un grupo de usuarios que comparten el mismo ciclo de vida, durante un periodo de tiempo determinado. La diferencia entre el LTV y los ingresos radica en que la segmentaci\u00f3n es un elemento inherente al c\u00e1lculo del LTV. Cuando hablamos del LTV, nos referimos a agrupar los ingresos en funci\u00f3n de la vida \u00fatil de los usuarios. Cuando se habla estrictamente de ingresos, no se tiene en cuenta la vida \u00fatil de los usuarios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entonces, \u00bfc\u00f3mo definimos el \u201cciclo de vida del usuario\u201d?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vida \u00fatil del usuario<\/strong><br>Este t\u00e9rmino se refiere estrictamente al tiempo que un usuario lleva utilizando tu servicio. Si se mide en d\u00edas, es la diferencia entre la fecha de hoy y la fecha en la que el usuario interactu\u00f3 por primera vez con tu producto. En el \u00e1mbito de las aplicaciones m\u00f3viles, casi siempre se refiere a la fecha en la que el usuario abri\u00f3 tu aplicaci\u00f3n por primera vez en su dispositivo m\u00f3vil. Cabe se\u00f1alar que la vida \u00fatil del usuario no comienza en la fecha en que se instal\u00f3 la aplicaci\u00f3n, ya que es muy posible que el usuario haya esperado un tiempo entre la instalaci\u00f3n de la aplicaci\u00f3n y su primer inicio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si un usuario empez\u00f3 a utilizar tu producto el 1 de enero y hoy es 10 de enero, entonces la vida \u00fatil de ese usuario ser\u00eda de 9 d\u00edas (10 \u2013 1 = 9). Si un usuario se incorpor\u00f3 el 2 de enero, su vida \u00fatil ser\u00eda de 8 d\u00edas, y as\u00ed sucesivamente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Siguiendo esta l\u00f3gica, cada d\u00eda que tu aplicaci\u00f3n est\u00e1 activa genera un nuevo segmento de vida \u00fatil del usuario. Por consiguiente, cada d\u00eda que tu aplicaci\u00f3n est\u00e1 activa tambi\u00e9n crea una nueva agrupaci\u00f3n de usuarios que podemos utilizar para calcular el LTV. Esto se hace sumando los ingresos totales generados por ese segmento entre el d\u00eda del an\u00e1lisis (hoy) y su fecha de adquisici\u00f3n. Para comprenderlo a\u00fan mejor, examinemos este concepto desde un \u00e1ngulo diferente, analizando c\u00f3mo se adquieren los usuarios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Independientemente de si el usuario A se incorpor\u00f3 el 1 de enero o si el usuario B lo hizo el 10 de enero, ambos, en alg\u00fan momento, solo hab\u00edan interactuado con el producto durante un \u00fanico d\u00eda. Por lo tanto, ambos pertenecer\u00edan a un segmento que podr\u00edamos denominar f\u00e1cilmente \u201cLTV del d\u00eda 0\u201d. Sin embargo, si hoy es 10 de enero, solo el usuario A podr\u00eda pertenecer a un segmento denominado \u201cLTV del d\u00eda 9\u201d. El usuario B no lleva 9 d\u00edas utilizando el producto, simplemente porque hoy es 10 de enero y no es posible que lleve tanto tiempo utiliz\u00e1ndolo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para que quede a\u00fan m\u00e1s claro, veamos algunos datos.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2018\/Revenue.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El gr\u00e1fico anterior muestra los ingresos diarios de una aplicaci\u00f3n a lo largo de todo el a\u00f1o 2017. En un d\u00eda cualquiera, podr\u00eda haber (\u00a1con suerte!) una combinaci\u00f3n de ingresos generados por diferentes usuarios captados en distintos momentos, es decir, con diferentes duraciones de vida. Por ejemplo, la cantidad de ingresos generados el 13 de enero, que se ve en la informaci\u00f3n sobre herramientas de arriba, podr\u00eda haber sido generada por varios usuarios captados entre el 1 y el 13 de enero. Dicho de otro modo, los ingresos del 13 de enero pueden proceder de usuarios del \u201cd\u00eda 12\u201d o del \u201cd\u00eda 0\u201d, respectivamente. No hay forma de distinguir entre ambos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta es la diferencia m\u00e1s importante entre los ingresos y el LTV.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2018\/LTV.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El gr\u00e1fico anterior analiza el mismo intervalo de fechas (todo el a\u00f1o 2017), pero no representamos las fechas en el eje X. En su lugar, lo utilizamos para organizar los ingresos seg\u00fan los segmentos de vida \u00fatil de los usuarios. La informaci\u00f3n sobre herramientas que muestra \u201cLTV del d\u00eda 12\u201d hace referencia a todos los ingresos generados por todos los usuarios que alcanzaron el \u201cd\u00eda 12\u201d en 2017.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El principal caso de uso de este tipo de an\u00e1lisis es ofrecer a los profesionales del marketing la posibilidad de analizar c\u00f3mo los usuarios generan ingresos para sus aplicaciones en funci\u00f3n del momento en que fueron captados, y utilizar esa informaci\u00f3n para optimizar las estrategias tanto previas como posteriores al embudo de conversi\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los ingresos totales pueden variar de un d\u00eda para otro como consecuencia de los comportamientos de m\u00faltiples cohortes, pero al ajustar la vida \u00fatil de cada usuario a la misma escala temporal, es posible comprender y predecir el comportamiento de los usuarios y los ingresos de forma m\u00e1s eficaz. Se trata de un cambio revolucionario para cualquier desarrollador de aplicaciones que desee ampliar sus esfuerzos, y es solo una peque\u00f1a parte de lo que hace posible la infraestructura de datos de crecimiento de Tenjin. Ponte en contacto con nosotros para obtener m\u00e1s informaci\u00f3n o solicitar una demostraci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>Developers use the terms \u201ctotal revenue\u201d and \u201cLTV\u201d interchangeably too often. This isn\u2019t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. In order to keep your growth initiatives on-track and cost-effective, let\u2019s clarify the differences and look&#8230;<\/p>","protected":false},"author":8,"featured_media":8724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[91],"tags":[],"class_list":["post-8723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Total Revenue vs LTV | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/whats-the-difference-between-total-revenue-and-ltv\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Total Revenue vs LTV | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Developers use the terms \u201ctotal revenue\u201d and \u201cLTV\u201d interchangeably too often. This isn\u2019t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. 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This isn\u2019t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. 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