{"id":15501,"date":"2026-02-20T07:06:13","date_gmt":"2026-02-20T07:06:13","guid":{"rendered":"http:\/\/mariusz.bijok"},"modified":"2026-06-15T10:28:29","modified_gmt":"2026-06-15T10:28:29","password":"","slug":"predicted-lifetime-value-pltv","status":"publish","type":"docs","link":"https:\/\/tenjin.com\/pt\/docs\/predicted-lifetime-value-pltv\/","title":{"rendered":"Valor ao longo da vida previsto (pLTV)"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Utilizar o Valor de Vida \u00datil Previsto (pLTV) da Tenjin para otimizar campanhas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e9trica \u00abN-Day All pLTV (Ad Mediation + IAP)\u00bb no Tenjin permite-lhe avaliar o desempenho da campanha numa fase inicial, utilizando as nossas previs\u00f5es baseadas em aprendizagem autom\u00e1tica relativas \u00e0 receita total por utilizador. Isto ajuda-o a tomar decis\u00f5es informadas sobre o aumento da escala, a manuten\u00e7\u00e3o ou a suspens\u00e3o das campanhas, sem ter de esperar pelos dados da coorte. A melhor parte \u00e9 que n\u00e3o precisa de fazer nenhum trabalho adicional para configurar tudo. Encontrar\u00e1 estas m\u00e9tricas no relat\u00f3rio principal de aquisi\u00e7\u00e3o de utilizadores<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Combina o LTV do IAP e o LTV da media\u00e7\u00e3o publicit\u00e1ria (ILRD) numa \u00fanica m\u00e9trica prevista, com uma precis\u00e3o m\u00e9dia de ~90%.<\/li>\n\n\n\n<li>Tamanhos de coorte suportados: Qualquer n\u00famero de dias entre 1 e 30 (por exemplo, 1, 2, 3, \u2026, 30 dias).<\/li>\n\n\n\n<li>As previs\u00f5es baseiam-se em m\u00e9tricas de 0 dias, dados de coortes maduras e dados hist\u00f3ricos.<\/li>\n\n\n\n<li>Dispon\u00edvel para todos os utilizadores em qualquer plano pago do Tenjin.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2026\/01\/image660.png?ssl=1\" alt=\"image.png\" class=\"wp-image-13100\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Eis como configur\u00e1-lo e como utiliz\u00e1-lo de forma eficaz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Configurar o pLTV de 1 dia (media\u00e7\u00e3o de an\u00fancios + IAP) no painel do Tenjin<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Para visualizar o pLTV de 1 dia (media\u00e7\u00e3o de an\u00fancios + IAP) das suas campanhas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Aceda \u00e0 p\u00e1gina \u00abAquisi\u00e7\u00e3o de Utilizadores\u00bb no painel de controlo do Tenjin, na sec\u00e7\u00e3o \u00abANALISAR\u00bb.<\/li>\n\n\n\n<li>Clique em \u2018Editar m\u00e9tricas\u2019 (canto superior direito).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Adicione as seguintes colunas \u00e0 sua tabela:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gastar<\/li>\n\n\n\n<li>LTV total de 1 dia (Media\u00e7\u00e3o de an\u00fancios + Compras no aplicativo)<\/li>\n\n\n\n<li>pLTV de 1 dia (media\u00e7\u00e3o de an\u00fancios + compras no aplicativo)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Esta configura\u00e7\u00e3o apresenta-lhe tanto a receita real como a prevista para cada campanha, para uma coorte de 1 dia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Como interpretar os dados<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Eis um exemplo de como ficar\u00e1 a sua tabela ap\u00f3s a adi\u00e7\u00e3o das m\u00e9tricas acima referidas; este exemplo refere-se \u00e0 reparti\u00e7\u00e3o dos dados por campanha, para uma \u00fanica data, no que diz respeito \u00e0 sua aplica\u00e7\u00e3o:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2026\/01\/image638.png?ssl=1\" alt=\"image.png\" class=\"wp-image-13101\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Despesa: Despesa total com a UA para a campanha.<\/li>\n\n\n\n<li>LTV total de 1 dia (Media\u00e7\u00e3o publicit\u00e1ria + IAP): Receita total efetiva do primeiro dia proveniente da media\u00e7\u00e3o publicit\u00e1ria + receita de IAP.<\/li>\n\n\n\n<li>pLTV de 1 dia (media\u00e7\u00e3o publicit\u00e1ria + IAP): receita total prevista para a coorte de utilizadores ap\u00f3s 1 dia da aquisi\u00e7\u00e3o.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Interpreta\u00e7\u00e3o dos resultados<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Neste exemplo, ir\u00e1 reparar que:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A Campanha 1 teve um gasto de $1,810.20. O LTV real de 1 dia (media\u00e7\u00e3o publicit\u00e1ria + IAP) foi de ~$1,270, e o LTV previsto foi de ~$1,307.<\/li>\n\n\n\n<li>O ROAS previsto, aproximadamente, situar-se-ia em cerca de ~72% (LTV previsto \/ Despesas).<\/li>\n\n\n\n<li>Este \u00e9 um sinal inicial muito forte, uma vez que os utilizadores est\u00e3o apenas nas primeiras 24 horas. Se estes utilizadores se mantiverem e gerarem receitas em coortes posteriores (por exemplo, no 3.\u00ba ou no 7.\u00ba dia), \u00e9 prov\u00e1vel que a campanha venha a ultrapassar um ROAS de 100% ao longo do tempo ou a atingir o ponto de equil\u00edbrio.<\/li>\n\n\n\n<li>A recomenda\u00e7\u00e3o seria considerar a manuten\u00e7\u00e3o dos gastos atuais para testar a escala<\/li>\n\n\n\n<li>Da mesma forma, a Campanha 3 gastou $436,08, com um LTV real de 1 dia (media\u00e7\u00e3o publicit\u00e1ria + IAP) de $356,49 e um LTV previsto de $366,28<\/li>\n\n\n\n<li>O ROAS previsto situar-se-ia em cerca de ~84%, um valor superior ao da campanha 1.<\/li>\n\n\n\n<li>Mais uma vez, este \u00e9 um sinal inicial positivo. A coorte j\u00e1 est\u00e1 perto do ponto de equil\u00edbrio no Dia 1 e \u00e9 prov\u00e1vel que se torne rent\u00e1vel nas coortes futuras.<\/li>\n\n\n\n<li>A recomenda\u00e7\u00e3o seria aumentar o or\u00e7amento de forma cautelosa nesta campanha e testar o aumento da escala em coortes posteriores, \u00e0 medida que os utilizadores amadurecem, levando \u00e0 rentabilidade.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Principais conclus\u00f5es<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Utilize as m\u00e9tricas de LTV previsto como um indicador precoce para decidir quais as campanhas a expandir.<\/li>\n\n\n\n<li>Dependendo da sua meta de ROAS, se o ROAS previsto for superior \u00e0 meta que definiu logo no primeiro dia, isso costuma ser um excelente indicador do potencial de expans\u00e3o. Os utilizadores ainda n\u00e3o est\u00e3o totalmente consolidados e, provavelmente, ir\u00e3o gerar um ROAS mais elevado com o passar do tempo.<\/li>\n\n\n\n<li>Se o ROAS previsto for inferior ao seu ROAS alvo, reduza o seu investimento ou teste novas op\u00e7\u00f5es de segmenta\u00e7\u00e3o ou criativos.<\/li>\n\n\n\n<li>Concentre os or\u00e7amentos nas campanhas que apresentam um desempenho previsto s\u00f3lido, de modo a maximizar a rentabilidade.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">FAQs<\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Qual \u00e9 a diferen\u00e7a entre \u201c1-Day All LTV (Media\u00e7\u00e3o publicit\u00e1ria + IAP)\u201d e \u201c1-Day pLTV (Media\u00e7\u00e3o publicit\u00e1ria + IAP)\u201d?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O LTV de 1 dia (Media\u00e7\u00e3o publicit\u00e1ria + IAP) apresenta a receita efetiva (Media\u00e7\u00e3o publicit\u00e1ria + IAP) gerada pelos utilizadores adquiridos no Dia 1. O pLTV de 1 dia (Media\u00e7\u00e3o de An\u00fancios + IAP) \u00e9 uma previs\u00e3o baseada em aprendizagem autom\u00e1tica que estima a receita total para a coorte com base nas m\u00e9tricas do dia 0 e nos dados hist\u00f3ricos da coorte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Posso utilizar o LTV previsto em todas as campanhas e redes de publicidade?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sim. O LTV previsto est\u00e1 dispon\u00edvel para todas as campanhas e redes de publicidade no Tenjin, desde que os dados de media\u00e7\u00e3o de an\u00fancios e de compras dentro da aplica\u00e7\u00e3o estejam devidamente integrados.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Qual \u00e9 o n\u00edvel de precis\u00e3o da m\u00e9trica \u00abLTV previsto\u00bb?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e9trica \u00abLTV previsto\u00bb tem uma precis\u00e3o m\u00e9dia de ~90%. Foi concebida para fornecer sinais precoces e fi\u00e1veis para a otimiza\u00e7\u00e3o, mas deve ser utilizada em conjunto com outros KPIs na tomada de decis\u00f5es relativas \u00e0s campanhas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Porque \u00e9 que o LTV previsto nem sempre corresponde aos valores reais?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O nosso modelo de previs\u00e3o utiliza at\u00e9 78 sinais de entrada. Uma vez que aprende com base em muitas vari\u00e1veis (e nas suas intera\u00e7\u00f5es), n\u00e3o se espera uma correspond\u00eancia exata de 1:1. Pequenas discrep\u00e2ncias ou atrasos em qualquer uma das entradas podem afetar a precis\u00e3o, e o LTV real tamb\u00e9m varia ao longo do tempo devido a eventos atrasados e corre\u00e7\u00f5es de dados. O modelo \u00e9 retreinado e recalibrado regularmente, pelo que as discrep\u00e2ncias dever\u00e3o diminuir com o tempo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Como se calcula o pLTV na Tenjin<\/strong>?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O nosso modelo pLTV avalia o comportamento inicial dos utilizadores em v\u00e1rios canais de monetiza\u00e7\u00e3o para prever o potencial de receitas a longo prazo. Para tal, analisa sinais-chave, incluindo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impress\u00f5es de an\u00fancios<\/li>\n\n\n\n<li>Profundidade da sess\u00e3o<\/li>\n\n\n\n<li>Sinais de compra iniciais<\/li>\n\n\n\n<li>Padr\u00f5es de envolvimento<\/li>\n\n\n\n<li>Indicadores precoces de reten\u00e7\u00e3o<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A nossa rede neural processa simultaneamente estes pontos de dados, revelando rela\u00e7\u00f5es complexas associadas ao potencial de receitas futuras. Treinado com base em milh\u00f5es de percursos de utilizadores, abrangendo tanto a IAA como a IAP, o modelo aprende continuamente e identifica quais as a\u00e7\u00f5es iniciais que geram um elevado valor ao longo do ciclo de vida. Este processo permite previs\u00f5es precisas desde o dia 0, para que obtenha informa\u00e7\u00f5es significativas em poucas horas, e n\u00e3o em meses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Leia a nossa publica\u00e7\u00e3o no blogue para <a href=\"https:\/\/tenjin.com\/pt\/blog\/what-is-ltv-prediction\/\" target=\"_self\">saber mais sobre o pLTV<\/a> na Tenjin.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>","protected":false},"excerpt":{"rendered":"<p>Utilizar o Valor de Vida \u00datil Previs\u00edvel (pLTV) da Tenjin para otimizar campanhas A m\u00e9trica \u00abN-Day All pLTV (Ad Mediation + IAP)\u00bb da Tenjin permite-lhe avaliar o desempenho das campanhas numa fase inicial, utilizando as nossas previs\u00f5es baseadas em aprendizagem autom\u00e1tica relativas \u00e0 receita total por utilizador. Isto ajuda-o a tomar decis\u00f5es informadas sobre o aumento da escala, a manuten\u00e7\u00e3o ou a pausa das campanhas, sem ter de esperar pelos dados de coorte. A melhor parte\u2026<\/p>","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"doc_category":[160],"glossaries":[],"doc_tag":[],"class_list":["post-15501","docs","type-docs","status-publish","hentry","doc_category-revenue-measurement"],"acf":[],"year_month":"2026-07","word_count":856,"total_views":0,"reactions":{"happy":0,"normal":0,"sad":0},"author_info":{"name":"anurag","author_nicename":"anurag","author_url":"https:\/\/tenjin.com\/pt\/blog\/author\/anurag\/"},"doc_category_info":[{"term_name":"Revenue Measurement","term_url":"https:\/\/tenjin.com\/pt\/docs\/category\/revenue-measurement\/"}],"doc_tag_info":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Use Predicted LTV (pLTV) to Optimize Campaigns | Tenjin<\/title>\n<meta name=\"description\" content=\"Our pLTV model evaluates early 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