App marketing metrics comparison

LTV is an estimate of the average revenue a user will generate over the time they use your product.

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

App owners, marketers and product managers

App owners and marketers

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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

• 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

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Lifetime value (LTV)

Return on ad spend (ROAS)