MOBILE APP LTVCalculation Using Google Analytics

About Me

MD @ Kontera (Blog/Text Monetization)

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

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

About SOOMLA Traceback

Flexible integration with your BI and Attribution via S2S APIs

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

Find your ARPDAU

Your key retention rates - where to collect them

Use online LTV calculator to get the result

FINDING YOUR ARPDAU

Aggregated Daily Revenue

Monthly Revenue

Revenue from Google Play $2,000

Revenue from Apple $4,000

Ad Revenue $3,000

Total $9,000

Daily Revenue - the monthly revenue divided by number of days. In this case it's $300

DAU in GA - Step 1

Go to the "Active Users" view and select a date range of 1 week and "1 Day Active Users"

DAU in GA - Step 2

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

Averaging DAU

DAUSunday 562Monday 907Tuesday 1,071Wednesday 1,244Thursday 1,019Friday 940Saturday 2,278Average 1,146

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 $300

Average DAU 1,146

Total $0.26

KEY RETENTION RATES

Retention in GA - Step 1

Select "Cohort Analysis" and set the date filter to "Last 30 days" and the resolution to "by day"

Retention in GA - Step 2

Collect the points from the top row - you need day-1, day-7, day-14 and day-30

Key Retention Rates

Retention Rate

Day1 7.37%

Day7 3.53%

Day14 3.10%

Day30 2.70%

These are the retention rates we collected

USING THE CALCULATOR

http://blog.soom.la/2016/04/clv-calculation-modeling-lifetime.html

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!