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Calculating LTV Using Flurry

App developers needs to know the LTV - user lifetime value. This is mostly needed for financing and marketing purposes. This slideshare shows how to extract the needed data from Flurry analytics and leverage a free online calculator to get the result.

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Calculating LTV Using Flurry

  1. 1. MOBILE APP LTV Calculation Using Flurry
  2. 2. About Me MD @ Kontera (Blog/Text Monetization) Co-founder / CEO @ SOOMLA (Ad LTV as a Service) Co-founder / VP Sales @ Eyeview (Video Ads & Analytics)
  3. 3. 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
  4. 4. LTV Calculation Steps Find your ARPDAU Your key retention rates - where to collect them Use online LTV calculator to get the result
  5. 5. FINDING YOUR ARPDAU
  6. 6. Aggregated Daily Revenue Monthly Revenue Revenue from Google Play $6,000 Revenue from Apple $2,000 Ad Revenue $40,000 Total $12,000 Daily Revenue - the monthly revenue divided by number of days. In this case it's $400
  7. 7. DAU in Flurry - Step 1 Go to the "Active Users" view and select "Last Week"
  8. 8. DAU in Flurry - Step 2 Either collect the data points one by one by copying and pasting or simply download the CSV
  9. 9. Averaging DAU DAU Sunday 2,450 Monday 2,305 Tuesday 2,773 Wednesday 3,054 Thursday 2,957 Friday 2,597 Saturday 2,278 Average 2,631 Tip - the DAU usually fluctuates during the week so it's important to use average of at least one week
  10. 10. 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
  11. 11. KEY RETENTION RATES
  12. 12. Retention in Flurry - Step 1 Select "Return Rate" and set the date filter to "Last Month" and the resolution to "days"
  13. 13. Retention in Flurry - Step 2 Collect the points from the bottom row - this is the average retention rate for that day
  14. 14. 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
  15. 15. USING THE CALCULATOR http://blog.soom.la/2016/04/clv-calculation-modeling-lifetime.html
  16. 16. Feeding Retention Data In Use the key retention rates from step 2 in the top part of the LTV calculators
  17. 17. Feeding ARPDAU Data In Use the ARPDAU we calculated in step 1 in the bottom part of the calculator
  18. 18. The Result The result is shown in the bottom part of the calculator
  19. 19. Thank you!

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App developers needs to know the LTV - user lifetime value. This is mostly needed for financing and marketing purposes. This slideshare shows how to extract the needed data from Flurry analytics and leverage a free online calculator to get the result.

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