Appsflyer metrics

App marketing metrics comparison

Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data

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VS

Lifetime value (LTV) VS Monthly active users (MAU)

Description
Lifetime value (LTV)
LTV is an estimate of the average revenue a user will generate over the time they use your product.
Monthly active users (MAU)
MAU measures the number of unique users who engage with your app over the course of a month.
Target audience
Lifetime value (LTV)
App owners, marketers and product managers
Monthly active users (MAU)
App owners, marketers, and product managers
Benefits
Lifetime value (LTV)

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

Monthly active users (MAU)

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

How to calculate
Lifetime value (LTV)
Average purchase size x Number of purchases x Retention period
Monthly active users (MAU)
Total number of unique users who meet your defined "active" criteria and interacted with your app in a set 30-day period
How to improve it?
Lifetime value (LTV)

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Monthly active users (MAU)

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Read more
Lifetime value (LTV)
Monthly active users (MAU)

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