{"id":8830,"date":"2016-08-24T12:41:00","date_gmt":"2016-08-24T12:41:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8830"},"modified":"2026-04-14T08:00:21","modified_gmt":"2026-04-14T08:00:21","slug":"ltv-101","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/ltv-101\/","title":{"rendered":"LTV 101"},"content":{"rendered":"

Hablo con desarrolladores de aplicaciones m\u00f3viles todos los d\u00edas. Despu\u00e9s de cada conversaci\u00f3n, todav\u00eda me sorprende c\u00f3mo la mayor\u00eda de ellos no saben lo que significa LTV, y para aquellos que lo hacen, pueden ser confusos en las matem\u00e1ticas. Este art\u00edculo pretende poner al d\u00eda a los desarrolladores, aunque no sea a nivel de expertos (\u00a1es mucho pedir!).<\/p>\n\n\n\n

\u00bfQu\u00e9 es el LTV?<\/strong>
LTV son las siglas en ingl\u00e9s de valor de vida. En pocas palabras, el LTV de un solo usuario es la cantidad de dinero que puedes esperar ganar de \u00e9l durante toda su vida en tu aplicaci\u00f3n.<\/p>\n\n\n\n

La parte complicada de la LTV es que \u201cvida \u00fatil\u201d y \u201cvalor\u201d son dos medidas distintas. He aqu\u00ed un ejemplo: La vida \u00fatil de un cliente de Starbucks es de unos 20 a\u00f1os. Por otra parte, el cliente tiene un valor medio por compra de $5,90.<\/p>\n\n\n\n

Para hallar el LTV a partir de estas cifras separadas, necesitaremos saber con qu\u00e9 frecuencia nos visita un cliente durante un periodo de tiempo. Para Starbucks, Kissmetrics ha calculado<\/a> que el gasto semanal es de $24,30. A partir de ah\u00ed es una simple multiplicaci\u00f3n: con unas mil semanas repartidas a lo largo de 20 a\u00f1os, el valor de la vida \u00fatil podr\u00eda llegar a $25.272.<\/p>\n\n\n\n

Las aplicaciones y los juegos suelen tener una vida media que oscila entre semanas y varios a\u00f1os, en el caso de Facebook o Snapchat. Un ejemplo realista para una aplicaci\u00f3n ser\u00eda un usuario que durase 1 a\u00f1o y gastase una media de 3,5 c\u00e9ntimos al d\u00eda, lo que dar\u00eda como resultado un LTV de $12,78 (calculado como 365 d\u00edas * 0,035 = $12,775).<\/p>\n\n\n\n

Tanto si gana dinero con las compras dentro de la aplicaci\u00f3n, la publicidad, las suscripciones o cualquier otro canal de compra, cada c\u00e9ntimo ganado con el tiempo se convierte en LTV.<\/p>\n\n\n\n

\u00bfPor qu\u00e9 utilizar LTV?<\/strong>
El objetivo de cualquier empresa es maximizar el LTV. Pero eso no significa que tus predicciones tengan que dar en el clavo. Por ejemplo, es poco probable que a los creadores de Pokemon Go les importe si sus c\u00e1lculos de LTV son perfectos: primero necesitan retener a sus millones de nuevos usuarios y evitar que sus servidores se fundan.<\/p>\n\n\n\n

Pero las situaciones de Pokemon Go son una entre un mill\u00f3n. La mayor\u00eda de los desarrolladores est\u00e1n inmersos en la lucha diaria por aumentar los usuarios y los ingresos. Por ello, hay varias buenas razones para calcular tu LTV:<\/p>\n\n\n\n

Si ya la has lanzado, conocer el VTL te mantiene informado sobre la salud y la competitividad de tu aplicaci\u00f3n. O, si a\u00fan est\u00e1s en la fase previa al lanzamiento, echar un vistazo al LTV de un competidor puede indicarte si est\u00e1s tomando una buena decisi\u00f3n comercial.
Si buscas editores, inversores o socios, se centrar\u00e1n en las oportunidades de ingresos. Mostrar el LTV es la defensa m\u00e1s infalible del \u00e9xito potencial de tu aplicaci\u00f3n.
Si est\u00e1s adquiriendo usuarios, ser\u00e1 mejor que conozcas tu LTV. Muchos desarrolladores han quebrado por suponer que comprar usuarios por $3 o $4 era un buen negocio. A menos que sepas que tu LTV es superior al precio de adquisici\u00f3n, podr\u00edas estar tirando el dinero por el retrete.<\/p>\n\n\n\n

La \u00faltima raz\u00f3n es la m\u00e1s importante para la mayor\u00eda de las empresas maduras. Las apps que aparecen en las listas de \u201clas m\u00e1s rentables\u201d de iOS suelen contar con un equipo de analistas que ayudan a calcular el LTV utilizando matem\u00e1ticas dif\u00edciles y, cada vez m\u00e1s, aprendizaje autom\u00e1tico. Todo ese esfuerzo se dirige a adquirir el m\u00e1ximo n\u00famero posible de usuarios sin que el coste por instalaci\u00f3n supere el LTV previsto.<\/p>\n\n\n\n

C\u00f3mo empezar a calcular el LTV<\/strong>
Piensa en lo que has le\u00eddo antes sobre el c\u00e1lculo de la LTV y puede que detectes un problema: ya ten\u00edas las cifras de vida \u00fatil y valor. Lamentablemente, esto no es realista para un desarrollador de aplicaciones que acaba de empezar. Si est\u00e1s calculando el LTV, es probable que muchos de tus usuarios sigan en la aplicaci\u00f3n, con una fecha de finalizaci\u00f3n desconocida.<\/p>\n\n\n\n

Por eso, la mayor\u00eda de los desarrolladores de aplicaciones miden el LTV en funci\u00f3n del tiempo que un usuario ha tenido definitivamente la aplicaci\u00f3n, y t\u00fa tambi\u00e9n deber\u00edas hacerlo.<\/p>\n\n\n\n

Por ejemplo, si un usuario descarga su aplicaci\u00f3n el 1 de enero, puede decir el 31 de enero que el usuario ha tenido su aplicaci\u00f3n durante 30 d\u00edas. Supongamos que el usuario tambi\u00e9n compr\u00f3 $3 de productos. As\u00ed que tu LTV a 30 d\u00edas es $3.<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Si se observa la ilustraci\u00f3n anterior, se puede ver que el jugador pasa a gastar otro $1 a medida que se acerca a los 45 d\u00edas despu\u00e9s de la instalaci\u00f3n. Los prefijos de \u201cX d\u00edas\u201d como LTV de 30 o 45 d\u00edas son t\u00edpicos para juegos o aplicaciones: como es dif\u00edcil predecir el futuro, la mayor\u00eda de los desarrolladores acaban calculando para un periodo de tiempo m\u00e1s fiable.<\/p>\n\n\n\n

No obstante, es bueno poder atisbar cierta distancia en el futuro, y es posible, con c\u00e1lculos algo m\u00e1s complejos. Volveremos sobre este tema en una pr\u00f3xima entrada del blog. Est\u00e9n atentos.<\/p>","protected":false},"excerpt":{"rendered":"

I talk to mobile app developers every day. After each conversation, it still amazes me how most of them don\u2019t know what LTV means, and for those that do, they might be fuzzy on the math. This post is intended to get developers up to speed, if not to expert level (a tall order!). What…<\/p>","protected":false},"author":7,"featured_media":8807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[91],"tags":[],"class_list":["post-8830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-metrics"],"acf":[],"yoast_head":"\nLTV 101 | 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\/ltv-101\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LTV 101 | Tenjin\" \/>\n<meta property=\"og:description\" content=\"I talk to mobile app developers every day. 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