App Developers Guide to Measuring Customer Lifetime Value:
Know your Users, Increase Revenue

76% of the average app’s new users will fall away within three months. What can publishers do to improve retention and ultimately increase revenue? This whitepaper explores best practices for leveraging customer lifetime value, or LTV, to improve your app business.

This paper will help you:

  • Understand the exact relationship between LTV and monetization

  • Learn how to apply LTV data to user acquisition and overall business strategies

  • Determine the best way to measure and leverage LTV


Contributors include: 

The Application Developers Alliance is a non-profit global membership organization that supports developers as creators, innovators, and entrepreneurs. The Alliance promotes the continued growth of the industry and advocates on behalf of their members on public policy and industry issues. Membership includes a global network of more than 50,000 developers with diverse skills, expertise, and interests; and hundreds of companies that depend on and work with developers.