Lifetime value (LTV)

The total revenue a player generates over their lifetime, ideally combining in-app purchases and ad revenue into one number per cohort.

Why it matters

LTV is the number that makes UA a business decision rather than a media buy: it sets what you can afford to pay for an install. It is only trustworthy when it is cohort-based and includes ad revenue.

How justtrack handles it

justtrack builds cohort LTV from IAP and impression-level IAA together, and Forecast projects it before the cohort has matured.

Related terms

• ARPI
• Predicted LTV (pLTV)
• ROAS (return on ad spend)

Learn more

How to measure player LTV