Glossary
Lifetime Value (LTV)
Lifetime Value (LTV) is the total revenue an average user generates over their time with the app. Comparing LTV with CPI tells you whether acquisition pays back. Even when installs are bought mainly for ranking, the organic installs that follow are what make the economics work, so estimate LTV per country before choosing campaign geographies.
Updated
Related
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- Cost Per Install (CPI)Cost Per Install (CPI): a plain-English definition, why it matters for app rankings, and how to use it on the App Store and Google Play.
- RetentionRetention: a plain-English definition, why it matters for app rankings, and how to use it on the App Store and Google Play.
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- PricingFree and paid plans, with install campaigns quoted before they run.