Lifetime 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 metric variations are provided by Tenjin? #
By default Tenjin provides the following variations of the LTV metric:
N-Day IAP LTV (N-Day In-App Purchase Lifetime Value) #
“N-Day” refers to a specific period of time after a user was acquired. N-Day IAP LTV is relevant for publishers that monetize their app via アプリ内課金(IAP) or subscriptions. It is the cumulative IAP revenue N-days after インストール.
N-Day IAP LTV / User (N-Day In-App Purchase Lifetime Value / User) #
This is the average N-Day IAP LTV per user in the cohort. Here is how it is calculated:
> IAP Revenue / Number of users on 0 day
N-Day Ad LTV (Ad network) (N-Day Ad Revenue Lifetime Value) #
For publishers that monetize their app via 主にアプリ内広告（IAA）, the go-to metric is going to be N-Day Ad Revenue Lifetime Value. This is the cumulative ad revenue N-days after インストール. The formula for this is:
> N-Day Estimated Ad Revenue
N-Day Ad LTV / User (Ad Network) (N-Day Ad Revenue Lifetime Value / User) #
This is the average ad revenue LTV estimated by Tenjin per user in the cohort. The formula for this is the following:
> N-Day Ad Revenue / Number of users on 0-Day
N-Day All LTV (Ad Network + IAP) (N-Day Total Lifetime Value) #
Finally, this metric is useful for publishers that use hybrid monetization. It is the cumulative Total Revenue 総収入 (IAP + ad revenue) N days after インストール. The formula looks like the following:
> N-Day Ad Revenue + N-Day IAP Revenue
N-Day All LTV / User (Ad Network + IAP) (N-Day Total Lifetime Value / User #
This is the cumulative Total Revenue 総収入 (IAP + ad revenue) N days after インストール divided by total users on 0-day. The formula looks like the following:
> (N-Day IAP Revenue + N-Day Ad Revenue) / Number of Users on 0-Day
Which LTV cohort metrics does Tenjin provide? #
Tenjin provides the following cohorts of the LTV metric in the dashboard and reporting API for all LTV metrics:
- 0-Day
- 1-Day
- 2-Day
- 3-Day
- 4-Day
- 5-Day
- 6-Day
- 7-Day
- 14-Day
- 30-Day
- 60-Day
- 90-Day
- 120-Day
- 150-Day
- 180-Day
- 365-Day
For example, one of the most important LTV cohorts is the 8-Day IAP LTV.
Do you need a custom cohort metric? We’re here to help. We can help you build custom cohort metrics with Tenjin’s データボルト using our advanced use cases. Reach out to us directly at support@tenjin.com to learn more.
