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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Lifetime value (LTV) VS Retention rate

Description
Lifetime value (LTV)
LTV is an estimate of the average revenue a user will generate over the time they use your product.
Retention rate
Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.
Target audience
Lifetime value (LTV)
App owners, marketers and product managers
Retention rate
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

Retention rate

• Helps you understand the performance of your app and particular campaigns
• Helps you determine why users leave, so you can reduce churn and increase lifetime value
• Useful in analyzing customer service

How to calculate
Lifetime value (LTV)
Average purchase size x Number of purchases x Retention period
Retention rate
Number of users at end of period – Number of users acquired during period
Number of users at start of period
x 100
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

Retention rate

• Set realistic user expectations
• Gather user feedback and use product data to analyze behavior
• Map out your user journeys and improve onboarding
• Keep re-engaging with users and reward loyalty

Read more
Lifetime value (LTV)
Retention rate

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