Definition

LTV.

Also called: Lifetime value, CLV, pLTV

Lifetime value: the total revenue (or margin) a user is expected to generate over their life in the product.

Formula LTV ≈ Σ over days (Retention(d) × ARPDAU(d))

LTV links acquisition to monetization: a user is worth acquiring if expected LTV comfortably exceeds the cost of acquiring them. In games it is typically modelled from the retention curve and revenue per active user, then projected beyond observed data.

Be explicit about the horizon (D180, D365), gross vs net of fees, and whether ad revenue is included. Projections are sensitive to the tail of the retention curve, which is exactly the part young games have least data on.

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