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MOBILE APP LTV Calculation Using Flurry
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yaniv-nizan
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### Transcript of Calculating LTV Using Flurry

• MOBILE APP LTVCalculation Using Flurry

MD @ Kontera (Blog/Text Monetization)

Co-founder / CEO @ SOOMLA (Ad LTV as a Service)

Co-founder / VP Sales @ Eyeview (Video Ads & Analytics)

Leverages listener SDKs that require zero client side code

Unique technology that extracts ad revenue per user from inside the ad-networks

• LTV Calculation Steps

Your key retention rates - where to collect them

Use online LTV calculator to get the result

• Aggregated Daily Revenue

Monthly Revenue

Revenue from Apple \$2,000

Total \$12,000

Daily Revenue - the monthly revenue divided by number of days. In this case it's \$400

• DAU in Flurry - Step 1

Go to the "Active Users" view and select "Last Week"

• DAU in Flurry - Step 2

Either collect the data points one by one by copying and pasting or simply download the CSV

• Averaging DAU

DAUSunday 2,450Monday 2,305Tuesday 2,773Wednesday 3,054Thursday 2,957Friday 2,597Saturday 2,278Average 2,631

Tip - the DAU usually fluctuates during the week so it's important to use average of at least one week

• ARPDAU Calculation

ARPDAU - the daily revenue divided by the average daily active users (DAU)

Calculation

Average Daily Revenue \$400

Average DAU 2,613

Total \$0.2

• KEY RETENTION RATES

• Retention in Flurry - Step 1

Select "Return Rate" and set the date filter to "Last Month" and the resolution to "days"

• Retention in Flurry - Step 2

Collect the points from the bottom row - this is the average retention rate for that day

• Key Retention Rates

Retention Rate

Day1 37.90%

Day7 8.70%

Day14 4.10%

Day30 1.10%

Note - we took a slightly lower number for Day30. Flurry had only Day28 Retention

• USING THE CALCULATOR

• Feeding Retention Data In

Use the key retention rates from step 2 in the top part of the LTV calculators

• Feeding ARPDAU Data In

Use the ARPDAU we calculated in step 1 in the bottom part of the calculator

• The Result

The result is shown in the bottom part of the calculator

• Thank you!