LTV Revenue Reports for in App Marketing | AppsFlyer

AppsFlyer uses rich in-app events to determine how much revenue the app has generated and which sources can be credited with having driven this revenue. Armed with knowledge, marketers can optimize their efforts and investments to deliver the strongest revenue.

Measuring incoming revenue is easy with AppsFlyer. It involves defining the following post-install revenue events:


Standard in-app purchase events

Knowing when an in-app purchase is made and associating this revenue with the marketing campaign that acquired and re-engaged the user allows marketers to optimize campaigns to improve purchase activity.


Rich purchase events

To maximize revenue optimization, a deeper level of data is required. As such, AppsFlyer enables marketers to enrich a standard revenue event with multiple parameters. These rich parameters reports not only that a purchase has been made but also what was bought, at what price, by which user and more.


Ad revenue attribution

AppsFlyer is the only mobile attribution platform to measure and attribute in-app advertising revenues back to the channel and campaign that drove each install. So you can optimize your campaigns to deliver user with the strongest total mobile LTV for the optimal ROI.


Custom revenue events for paid apps and subscriptions

If the app uses these revenue models, a custom AppsFlyer revenue event will measure this type of app-store driven revenue. LTV modeling for paid and subscription apps is often easier since their revenue stream is more predictable.


Out-of-app revenue events

In today’s omni-channel reality, app users often complete purchases via other channels (both online and offline). This activity significantly alters LTV calculations, and must be measured. To keep all performance data synched, marketers connect out-of-app revenue events with their app marketing data, and their app marketing data with their omnichannel business analytics platforms.

For more information, see our dedicated page on Omni-Channel Attribution and Measurement.

Separating user acquisition from retargeting in LTV calculations

The AppsFlyer platform attributes any revenue event to the install source, regardless of how much time has passed since the initial install occurred. Our default retargeting (re-engagement) attribution window (for revenue events) is 30 days, and this is fully configurable (as desired).

Consider the following illustration:


In this case, credit will be attributed to the re-engagement campaign (after the user clicks and opens the app). When it comes to LTV calculation, there is a clear distinction between UA and re-engagement, based on the following:


To prevent duplication, marketers can simply mark any events that occur within the re-engagement window as ‘Primary’ to enable deduplication.