{"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\/pt\/blog\/whats-the-difference-between-total-revenue-and-ltv\/","title":{"rendered":"Qual \u00e9 a diferen\u00e7a entre receita total e LTV?"},"content":{"rendered":"<p><strong><br>Os promotores utilizam com demasiada frequ\u00eancia os termos \"receita total\" e \"LTV\" como sin\u00f3nimos.<\/strong><\/p>\n\n\n\n<p>Isto n\u00e3o \u00e9 exato. Existem diferen\u00e7as cruciais que distinguem estes termos. O facto de n\u00e3o considerar estas diferen\u00e7as leva as empresas a interpretar mal o desempenho das aplica\u00e7\u00f5es e a tomar m\u00e1s decis\u00f5es comerciais.<\/p>\n\n\n\n<p>A fim de manter as suas iniciativas de crescimento no bom caminho e com uma boa rela\u00e7\u00e3o custo-efic\u00e1cia, vamos esclarecer as diferen\u00e7as e analisar exemplos que ajudam a ilustrar as aplica\u00e7\u00f5es \u00fanicas de cada termo.<\/p>\n\n\n\n<p><strong>Receitas totais<\/strong><br>A palavra \"receita\" refere-se ao montante de rendimento registado de todos os utilizadores durante um determinado per\u00edodo de tempo. Note-se que a data de aquisi\u00e7\u00e3o do utilizador n\u00e3o \u00e9 um fator aqui.<\/p>\n\n\n\n<p><strong>Valor do tempo de vida (LTV)<\/strong><br>O LTV \u00e9 o montante de rendimento gerado por um grupo de utilizadores que partilham o mesmo tempo de vida, durante um determinado per\u00edodo de tempo. A diferen\u00e7a entre o LTV e a receita \u00e9 que o ato de segmenta\u00e7\u00e3o \u00e9 inerente ao c\u00e1lculo do LTV. Quando falamos de LTV, estamos a falar de agrupar as receitas por tempo de vida dos utilizadores. Quando se fala estritamente de receitas, o tempo de vida dos utilizadores n\u00e3o \u00e9 considerado.<\/p>\n\n\n\n<p>Ent\u00e3o, como definimos \"tempo de vida do utilizador\"?<\/p>\n\n\n\n<p><strong>Tempo de vida do utilizador<\/strong><br>Este termo refere-se estritamente ao per\u00edodo de tempo que um utilizador utiliza o seu servi\u00e7o. Se medido em dias, \u00e9 a diferen\u00e7a entre a data de hoje e a data em que o utilizador interagiu pela primeira vez com o seu produto. No mundo das aplica\u00e7\u00f5es m\u00f3veis, isto refere-se quase sempre \u00e0 data em que o utilizador iniciou a aplica\u00e7\u00e3o no seu dispositivo m\u00f3vel. \u00c9 importante notar que o tempo de vida do utilizador n\u00e3o come\u00e7a na data em que a aplica\u00e7\u00e3o foi instalada, uma vez que \u00e9 perfeitamente poss\u00edvel que o utilizador tenha esperado entre a instala\u00e7\u00e3o da aplica\u00e7\u00e3o e o arranque da mesma.<\/p>\n\n\n\n<p>Se um utilizador come\u00e7ou a utilizar o seu produto a 1 de janeiro e hoje \u00e9 10 de janeiro, o tempo de vida desse utilizador seria de 9 dias (10 - 1 = 9). Se um utilizador foi adquirido no dia 2 de janeiro, o seu tempo de vida seria de 8 dias, e assim por diante.<\/p>\n\n\n\n<p>Seguindo esta l\u00f3gica, todos os dias em que a sua aplica\u00e7\u00e3o est\u00e1 ativa gera um novo segmento de tempo de vida do utilizador. Consequentemente, todos os dias em que a sua aplica\u00e7\u00e3o est\u00e1 ativa, tamb\u00e9m cria um novo grupo de utilizadores que podemos utilizar para calcular o LTV. Isto \u00e9 feito atrav\u00e9s da soma da receita total gerada por esse segmento entre o dia de an\u00e1lise (hoje) e a sua data de aquisi\u00e7\u00e3o. Para compreender ainda melhor, vamos examinar este conceito de um \u00e2ngulo diferente, considerando a forma como os utilizadores s\u00e3o adquiridos.<\/p>\n\n\n\n<p>Independentemente de o Utilizador A ter sido adquirido a 1 de janeiro ou de o Utilizador B ter sido adquirido a 10 de janeiro, ambos, a dada altura, s\u00f3 interagiram com o produto durante um \u00fanico dia. Como resultado, ambos pertenceriam a um segmento a que poder\u00edamos facilmente chamar \"LTV do dia 0\". No entanto, se hoje for 10 de janeiro, apenas o utilizador A poder\u00e1 pertencer a um segmento denominado \"LTV do dia 9\". O utilizador B n\u00e3o est\u00e1 presente h\u00e1 9 dias, simplesmente porque hoje \u00e9 10 de janeiro, e n\u00e3o \u00e9 poss\u00edvel que tenha utilizado o produto durante tanto tempo.<\/p>\n\n\n\n<p>Para tornar as coisas ainda mais claras, vejamos alguns dados.<\/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>O gr\u00e1fico acima mostra a receita di\u00e1ria de uma aplica\u00e7\u00e3o ao longo de todo o ano de 2017. Em qualquer dia, pode (esperamos!) haver uma mistura de receitas geradas por diferentes utilizadores adquiridos em momentos diferentes, ou seja, diferentes tempos de vida. Por exemplo, a quantidade de receita gerada no dia 13 de janeiro, vista na dica de ferramenta acima, poderia ter sido gerada por v\u00e1rios utilizadores adquiridos entre 1 e 13 de janeiro. Dito de outra forma, a receita do dia 13 de janeiro pode ser composta por utilizadores do \"Dia 12\" ou do \"Dia 0\", respetivamente. N\u00e3o h\u00e1 como saber a diferen\u00e7a.<\/p>\n\n\n\n<p>Esta \u00e9 a diferen\u00e7a mais importante entre receitas e 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>O gr\u00e1fico acima analisa o mesmo intervalo de datas (todo o ano de 2017), mas n\u00e3o estamos a tra\u00e7ar datas ao longo do eixo X. Em vez disso, estamos a us\u00e1-lo para organizar a receita de acordo com os segmentos de tempo de vida do utilizador. A dica de ferramenta que mostra \"LTV do dia 12\" refere-se a toda a receita gerada por todos os usu\u00e1rios que tiveram um \"dia 12\" em 2017.<\/p>\n\n\n\n<p>O principal caso de utiliza\u00e7\u00e3o deste tipo de an\u00e1lise \u00e9 dar aos profissionais de marketing a capacidade de ver como os utilizadores geram receitas para as suas aplica\u00e7\u00f5es, de acordo com o momento em que foram adquiridos, e utilizar essa informa\u00e7\u00e3o para otimizar as estrat\u00e9gias pr\u00e9 e p\u00f3s-funil.<\/p>\n\n\n\n<p>A receita total pode flutuar de dia para dia como resultado de m\u00faltiplos comportamentos de coorte, mas ao alinhar o tempo de vida de cada utilizador na mesma escala temporal, \u00e9 poss\u00edvel compreender e prever o comportamento e a receita do utilizador de forma mais eficaz. \u00c9 um fator de mudan\u00e7a para qualquer editor de aplica\u00e7\u00f5es que pretenda escalar os seus esfor\u00e7os, e \u00e9 uma pequena parte do que \u00e9 poss\u00edvel gra\u00e7as \u00e0 infraestrutura de dados de crescimento da Tenjin. Entre em contacto para saber mais ou para solicitar uma demonstra\u00e7\u00e3o.<\/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 v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What\u2019s The Difference Between Total Revenue and 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\/pt\/blog\/whats-the-difference-between-total-revenue-and-ltv\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What\u2019s The Difference Between Total Revenue and LTV? | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Developers use the terms \u201ctotal revenue\u201d and \u201cLTV\u201d interchangeably too often. 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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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