{"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\/zh\/blog\/ltv-101\/","title":{"rendered":"LTV 101"},"content":{"rendered":"

\u6211\u6bcf\u5929\u90fd\u4e0e\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\u5f00\u53d1\u4eba\u5458\u4ea4\u8c08\u3002\u6bcf\u6b21\u8c08\u8bdd\u540e\uff0c\u6211\u90fd\u4f1a\u60ca\u8bb6\u5730\u53d1\u73b0\uff0c\u4ed6\u4eec\u4e2d\u7684\u5927\u591a\u6570\u4eba\u90fd\u4e0d\u77e5\u9053 LTV \u7684\u542b\u4e49\uff0c\u800c\u90a3\u4e9b\u77e5\u9053\u7684\u4eba\u53ef\u80fd\u5bf9\u6570\u5b66\u4e5f\u5f88\u6a21\u7cca\u3002\u8fd9\u7bc7\u6587\u7ae0\u7684\u76ee\u7684\u662f\u8ba9\u5f00\u53d1\u4eba\u5458\u5c3d\u5feb\u4e86\u89e3 LTV \u7684\u542b\u4e49\uff0c\u5373\u4f7f\u4e0d\u80fd\u8fbe\u5230\u4e13\u5bb6\u6c34\u5e73\uff08\u8fd9\u662f\u4e00\u4e2a\u5f88\u9ad8\u7684\u8981\u6c42\uff01\uff09\u3002<\/p>\n\n\n\n

\u4ec0\u4e48\u662f LTV\uff1f<\/strong>
LTV \u4ee3\u8868\u7ec8\u8eab\u4ef7\u503c\u3002\u7b80\u5355\u5730\u8bf4\uff0c\u5355\u4e2a\u7528\u6237\u7684 LTV \u5c31\u662f\u4ed6\u4eec\u5728\u4f7f\u7528\u60a8\u7684\u5e94\u7528\u7a0b\u5e8f\u7684\u6574\u4e2a\u8fc7\u7a0b\u4e2d\uff0c\u60a8\u9884\u8ba1\u80fd\u4ece\u4ed6\u4eec\u8eab\u4e0a\u8d5a\u53d6\u7684\u91d1\u989d\u3002<\/p>\n\n\n\n

LTV \u7684\u68d8\u624b\u4e4b\u5904\u5728\u4e8e\uff0c\"\u7ec8\u8eab \"\u548c \"\u4ef7\u503c \"\u662f\u4e24\u4e2a\u4e0d\u540c\u7684\u8861\u91cf\u6807\u51c6\u3002\u8fd9\u91cc\u6709\u4e00\u4e2a\u4f8b\u5b50\uff1a\u661f\u5df4\u514b\u7684\u987e\u5ba2\u751f\u547d\u5468\u671f\u7ea6\u4e3a 20 \u5e74\u3002\u53e6\u5916\uff0c\u987e\u5ba2\u6bcf\u6b21\u8d2d\u4e70\u7684\u4ef7\u503c\u5e73\u5747\u4e3a $5.90\u3002<\/p>\n\n\n\n

\u8981\u4ece\u8fd9\u4e9b\u5355\u72ec\u7684\u6570\u5b57\u4e2d\u627e\u51fa LTV\uff0c\u6211\u4eec\u9700\u8981\u77e5\u9053\u987e\u5ba2\u5728\u4e00\u6bb5\u65f6\u95f4\u5185\u7684\u5149\u987e\u9891\u7387\u3002\u5bf9\u4e8e\u661f\u5df4\u514b\u6765\u8bf4 Kissmetrics \u8ba1\u7b97\u51fa<\/a> \u5373\u6bcf\u5468\u652f\u51fa\u4e3a $24.30\u3002\u4e58\u6cd5\u8fd0\u7b97\u5f88\u7b80\u5355\uff1a20 \u5e74\u4e2d\u5927\u7ea6\u6709\u4e00\u5343\u5468\u7684\u65f6\u95f4\uff0c\u7ec8\u8eab\u4ef7\u503c\u53ef\u80fd\u9ad8\u8fbe $25,272\u3002<\/p>\n\n\n\n

\u5bf9\u4e8e Facebook \u6216 Snapchat \u800c\u8a00\uff0c\u5e94\u7528\u7a0b\u5e8f\u548c\u6e38\u620f\u7684\u5e73\u5747\u751f\u547d\u5468\u671f\u901a\u5e38\u4ece\u6570\u5468\u5230\u6570\u5e74\u4e0d\u7b49\u3002\u4e00\u4e2a\u73b0\u5b9e\u7684\u4f8b\u5b50\u662f\uff0c\u4e00\u4e2a\u7528\u6237\u4f7f\u7528\u4e00\u4e2a\u5e94\u7528\u7a0b\u5e8f 1 \u5e74\uff0c\u5e73\u5747\u6bcf\u5929\u6d88\u8d39 3.5 \u7f8e\u5206\uff0cLTV \u4e3a $12.78\uff08\u8ba1\u7b97\u516c\u5f0f\u4e3a 365 \u5929 * 0.035 = $12.775\uff09\u3002<\/p>\n\n\n\n

\u65e0\u8bba\u60a8\u662f\u901a\u8fc7\u5e94\u7528\u5185\u8d2d\u4e70\u3001\u5e7f\u544a\u3001\u8ba2\u9605\u8fd8\u662f\u5176\u4ed6\u8d2d\u4e70\u6e20\u9053\u8d5a\u94b1\uff0c\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u8d5a\u5230\u7684\u6bcf\u4e00\u5206\u94b1\u90fd\u4f1a\u8f6c\u5316\u4e3a LTV\u3002<\/p>\n\n\n\n

\u4e3a\u4ec0\u4e48\u4f7f\u7528 LTV\uff1f<\/strong>
\u4efb\u4f55\u4f01\u4e1a\u7684\u76ee\u6807\u90fd\u662f\u6700\u5927\u9650\u5ea6\u5730\u63d0\u9ad8 LTV\u3002\u4f46\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u4f60\u7684\u9884\u6d4b\u5fc5\u987b\u51c6\u786e\u65e0\u8bef\u3002\u4f8b\u5982\uff0c\u300a\u53e3\u888b\u5996\u602aGo\u300b\u7684\u521b\u9020\u8005\u4e0d\u592a\u53ef\u80fd\u5173\u5fc3\u4ed6\u4eec\u7684LTV\u8ba1\u7b97\u662f\u5426\u5b8c\u7f8e\uff1a\u4ed6\u4eec\u9996\u5148\u9700\u8981\u7559\u4f4f\u6570\u767e\u4e07\u65b0\u7528\u6237\uff0c\u5e76\u9632\u6b62\u670d\u52a1\u5668\u5d29\u6e83\u3002<\/p>\n\n\n\n

\u4f46\u300a\u53e3\u888b\u5996\u602a Go\u300b\u7684\u60c5\u51b5\u662f\u4e07\u4e2d\u65e0\u4e00\u7684\u3002\u5927\u591a\u6570\u5f00\u53d1\u8005\u6bcf\u5929\u90fd\u5728\u4e3a\u589e\u52a0\u7528\u6237\u548c\u6536\u5165\u800c\u52aa\u529b\u3002\u4e3a\u6b64\uff0c\u6709\u51e0\u4e2a\u5f88\u597d\u7684\u7406\u7531\u6765\u8ba1\u7b97\u60a8\u7684 LTV\uff1a<\/p>\n\n\n\n

\u5982\u679c\u60a8\u5df2\u7ecf\u53d1\u5e03\u4e86\u5e94\u7528\u7a0b\u5e8f\uff0c\u4e86\u89e3 LTV \u53ef\u4ee5\u8ba9\u60a8\u4e86\u89e3\u5e94\u7528\u7a0b\u5e8f\u7684\u5065\u5eb7\u72b6\u51b5\u548c\u7ade\u4e89\u529b\u3002\u6216\u8005\uff0c\u5982\u679c\u60a8\u7684\u5e94\u7528\u7a0b\u5e8f\u8fd8\u5904\u4e8e\u53d1\u5e03\u524d\u9636\u6bb5\uff0c\u90a3\u4e48\u779f\u4e00\u773c\u7ade\u4e89\u5bf9\u624b\u7684 LTV \u5c31\u80fd\u77e5\u9053\u60a8\u662f\u5426\u505a\u51fa\u4e86\u6b63\u786e\u7684\u5546\u4e1a\u51b3\u7b56\u3002
\u5982\u679c\u60a8\u6b63\u5728\u5bfb\u627e\u51fa\u7248\u5546\u3001\u6295\u8d44\u8005\u6216\u5408\u4f5c\u4f19\u4f34\uff0c\u4ed6\u4eec\u4f1a\u5173\u6ce8\u6536\u5165\u673a\u4f1a\u3002\u5c55\u793a LTV \u662f\u8bc1\u660e\u60a8\u7684\u5e94\u7528\u7a0b\u5e8f\u6f5c\u5728\u6210\u529f\u7684\u6700\u6709\u529b\u8bc1\u636e\u3002
\u5982\u679c\u8981\u83b7\u53d6\u7528\u6237\uff0c\u6700\u597d\u4e86\u89e3\u81ea\u5df1\u7684 LTV\u3002\u8bb8\u591a\u5f00\u53d1\u5546\u90fd\u66fe\u56e0\u4e3a\u8ba4\u4e3a\u4ee5 $3 \u6216 $4 \u7684\u4ef7\u683c\u8d2d\u4e70\u7528\u6237\u662f\u4e00\u7b14\u5212\u7b97\u7684\u4ea4\u6613\u800c\u5012\u95ed\u3002\u9664\u975e\u4f60\u77e5\u9053\u4f60\u7684 LTV \u9ad8\u4e8e\u6536\u8d2d\u4ef7\u683c\uff0c\u5426\u5219\u4f60\u53ef\u80fd\u4f1a\u628a\u94b1\u51b2\u8fdb\u9a6c\u6876\u3002<\/p>\n\n\n\n

\u6700\u540e\u4e00\u4e2a\u539f\u56e0\u5bf9\u4e8e\u5927\u591a\u6570\u6210\u719f\u4f01\u4e1a\u6765\u8bf4\u6700\u4e3a\u91cd\u8981\u3002\u88ab\u5217\u5165 iOS \"\u6700\u7545\u9500 \"\u6392\u884c\u699c\u7684\u5e94\u7528\u7a0b\u5e8f\u901a\u5e38\u90fd\u6709\u4e00\u4e2a\u5206\u6790\u5e08\u56e2\u961f\uff0c\u4ed6\u4eec\u4f1a\u901a\u8fc7\u9ad8\u96be\u5ea6\u7684\u6570\u5b66\u8ba1\u7b97\u4ee5\u53ca\u8d8a\u6765\u8d8a\u591a\u7684\u673a\u5668\u5b66\u4e60\u6765\u5e2e\u52a9\u8ba1\u7b97 LTV\u3002\u6240\u6709\u8fd9\u4e9b\u52aa\u529b\u90fd\u662f\u4e3a\u4e86\u5728\u6bcf\u6b21\u5b89\u88c5\u6210\u672c\u4e0d\u8d85\u8fc7\u9884\u8ba1 LTV \u7684\u60c5\u51b5\u4e0b\uff0c\u5c3d\u53ef\u80fd\u591a\u5730\u83b7\u53d6\u7528\u6237\u3002<\/p>\n\n\n\n

\u5982\u4f55\u5f00\u59cb\u8ba1\u7b97 LTV<\/strong>
\u56de\u60f3\u4e00\u4e0b\u4e0a\u6587\u5173\u4e8e\u8ba1\u7b97 LTV \u7684\u5185\u5bb9\uff0c\u60a8\u53ef\u80fd\u4f1a\u53d1\u73b0\u4e00\u4e2a\u95ee\u9898\uff1a\u60a8\u5df2\u7ecf\u638c\u63e1\u4e86\u751f\u547d\u5468\u671f\u548c\u4ef7\u503c\u7684\u6570\u5b57\u3002\u9057\u61be\u7684\u662f\uff0c\u8fd9\u5bf9\u4e8e\u521a\u521a\u8d77\u6b65\u7684\u5e94\u7528\u7a0b\u5e8f\u5f00\u53d1\u4eba\u5458\u6765\u8bf4\u5e76\u4e0d\u73b0\u5b9e\u3002\u5982\u679c\u60a8\u8ba1\u7b97\u7684\u662f LTV\uff0c\u90a3\u4e48\u60a8\u7684\u8bb8\u591a\u7528\u6237\u53ef\u80fd\u8fd8\u5728\u5e94\u7528\u4e2d\uff0c\u4f46\u7ed3\u675f\u65e5\u671f\u8fd8\u672a\u786e\u5b9a\u3002<\/p>\n\n\n\n

\u56e0\u6b64\uff0c\u5927\u591a\u6570\u5e94\u7528\u7a0b\u5e8f\u5f00\u53d1\u4eba\u5458\u90fd\u4f1a\u6839\u636e\u7528\u6237\u4f7f\u7528\u5e94\u7528\u7a0b\u5e8f\u7684\u65f6\u95f4\u957f\u77ed\u6765\u8861\u91cf LTV\uff0c\u60a8\u4e5f\u5e94\u8be5\u8fd9\u6837\u505a\u3002<\/p>\n\n\n\n

\u4f8b\u5982\uff0c\u5982\u679c\u7528\u6237\u5728 1 \u6708 1 \u65e5\u4e0b\u8f7d\u4e86\u60a8\u7684\u5e94\u7528\u7a0b\u5e8f\uff0c\u60a8\u53ef\u4ee5\u5728 1 \u6708 31 \u65e5\u8bf4\u8be5\u7528\u6237\u4f7f\u7528\u60a8\u7684\u5e94\u7528\u7a0b\u5e8f 30 \u5929\u3002\u5047\u8bbe\u8be5\u7528\u6237\u8fd8\u8d2d\u4e70\u4e86 $3 \u7684\u5546\u54c1\u3002\u56e0\u6b64\uff0c\u60a8 30 \u5929\u7684 LTV \u4e3a $3\u3002<\/p>\n\n\n\n

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

\u89c2\u5bdf\u4e0a\u9762\u7684\u63d2\u56fe\uff0c\u60a8\u4f1a\u53d1\u73b0\u73a9\u5bb6\u5728\u5b89\u88c5\u540e\u63a5\u8fd1 45 \u5929\u65f6\u53c8\u82b1\u8d39\u4e86 $1\u3002\u50cf 30 \u5929\u6216 45 \u5929 LTV \u8fd9\u6837\u7684 \"X \u5929 \"\u524d\u7f00\u5bf9\u4e8e\u6e38\u620f\u6216\u5e94\u7528\u7a0b\u5e8f\u6765\u8bf4\u975e\u5e38\u5178\u578b\uff1a\u56e0\u4e3a\u5f88\u96be\u9884\u6d4b\u672a\u6765\uff0c\u6240\u4ee5\u5927\u591a\u6570\u5f00\u53d1\u8005\u6700\u7ec8\u4f1a\u8ba1\u7b97\u4e00\u4e2a\u66f4\u53ef\u9760\u7684\u65f6\u95f4\u8de8\u5ea6\u3002<\/p>\n\n\n\n

\u4e0d\u8fc7\uff0c\u80fd\u591f\u7aa5\u63a2\u5230\u672a\u6765\u7684\u4e00\u4e9b\u8ddd\u79bb\u4e5f\u662f\u4ef6\u597d\u4e8b--\u8fd9\u4e5f\u662f\u53ef\u80fd\u7684\uff0c\u53ea\u662f\u8ba1\u7b97\u8d77\u6765\u8981\u590d\u6742\u4e00\u4e9b\u3002\u6211\u4eec\u5c06\u5728\u4ee5\u540e\u7684\u535a\u6587\u4e2d\u7ee7\u7eed\u8ba8\u8bba\u8fd9\u4e2a\u8bdd\u9898\u3002\u656c\u8bf7\u671f\u5f85\uff01<\/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\/zh\/blog\/ltv-101\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\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. 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!). 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