Tenjin Extends pLTV Cohorts to 365 Days for Longer-Term App LTV Analysis

Tenjin has expanded its LTV Prediction (pLTV) capabilities with cohort analysis available up to 365 days. Mobile marketers can now look beyond early-day performance and analyze predicted lifetime value across longer cohort windows directly inside Tenjin’s User Acquisition Report.

Predicted lifetime value (pLTV) uses early user signals and historical cohort data to forecast the total revenue users are expected to generate. Tenjin’s model combines IAP and ad mediation revenue into a single prediction so teams can act on future value sooner.

While early performance signals are useful, it’s not enough for every type of app. For many subscription and non-gaming apps, user value continues to accumulate well beyond D7 or D30 through renewals, repeat purchases, in-app activity, and longer retention cycles. A longer pLTV window helps teams evaluate acquisition against the timelines on which their users actually generate value.

Extended Up to 365 Days

pLTV cohorts are now available for up to 365 days in Tenjin’s User Acquisition Report. From the “Edit Metrics” section, UA managers can add longer windows alongside spend, attribution, revenue, and other performance metrics. They can then compare the predicted value across campaigns, channels, countries, and other dimensions for more context. 

Tenjin’s pLTV model uses early signals to forecast user value. Extending cohort windows gives marketers a longer view of that predicted value, without changing the goal: making informed decisions sooner. 

Why Longer pLTV Cohorts Matter

Extending the time horizon matters because different apps monetize on different clocks. A hypercasual game might generate a meaningful share of its revenue within days, but many other apps have longer value curves.

Subscription Apps Build Value Over Months

For subscription apps, a new trial is only the beginning of the revenue relationship. Users who end up becoming monthly subscribers may renew several times and annual subscriptions have an even longer measurement cycle. That’s why early predictive metrics do not always match to the campaigns driving valuable long-term subscribers. Some campaigns can have healthy early acquisition performance, yet deliver different long-term value.

Longer pLTV cohorts give subscription teams a way to connect acquisition decisions with the longer revenue cycles their business actually depends on. It also complements Tenjin’s Subscription Revenue Reporting, which already surfaces trials, new subscriptions, renewals, cancellations, and recurring revenue alongside campaign data.

Non-Gaming Apps Often Have Longer Value Cycles Too

Many non-gaming apps, from productivity and wellness to education, generate their value through repeat engagement cycles, upgrades, subscriptions, and purchases over time. Judging acquisition primarily on CPI, D1 revenue, or another early metric can favor users who monetize quickly instead of those who generate the most value. 

Similar to subscription apps, extended pLTV cohorts help teams evaluate acquisition quality against a timeline that matches how their users create revenue.

Make Earlier UA Decisions With a Longer View of Value

Longer pLTV cohorts help teams:

• Compare campaigns based on expected long-term user value
• Identify acquisition sources that may look weaker early but produce stronger users over time
• Compare predicted value with spend when deciding what to scale
• Understand how acquisition quality changes across different cohort windows
• Avoid relying entirely on early revenue signals when the business has a longer monetization cycle

The practical advantage remains speed and accurate forecasting. All teams receive predictive intelligence from early signals, but now they can evaluate predicted value across longer lifecycles. It’s true flexibility for the way many mobile-first businesses operate.

One Forecast Across IAP and Ad Revenue

Tenjin pLTV combines IAP revenue and ad mediation revenue into one predicted user-value metric. This is very relevant for mobile-first companies running subscriptions plus ads, IAP plus ads, freemium models, or other hybrid monetization structures. Rather than evaluating each revenue stream separately, it gives teams a single prediction of how much those users are expected to be worth over time.  

Where to Find the New pLTV Cohorts

To view the expanded pLTV cohorts:

1. Open the User Acquisition Report.
2. Click Edit Metrics.
3. Add the relevant N-Day pLTV (Ad Mediation + IAP) columns, including the longer windows now available up to 365 days.

The metrics sit alongside spend, attribution, and actual LTV so teams can compare predicted and realized performance in the same place. The expanded cohort options are available now.

Log in to your Tenjin account to explore the new pLTV cohorts, or review the Predicted Lifetime Value documentation for setup details. For questions, contact support@tenjin.com.