App marketing metrics comparison

pLTV combines past learnings with current measurements to predict how much revenue a user will bring in over the time they use your app.

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

App owners and marketers

App owners and marketers

• Protects user anonymity by analyzing behavioral clusters, rather than individual user data
• Segments users based on their acquisition source so you identify the highest-performing sources
• Provides behavioral insights to shape acquisition and re-engagement campaigns, highlighting characteristics of high-potential users

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

• Constantly feed your pLTV model with accurate, relevant data
• Choose the right KPIs
• Segment your audience into behavioral clusters
• Define team responsibilities and consider outsourcing your model if you lack expertise in house

• 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

Predicted lifetime value (pLTV)

Return on ad spend (ROAS)