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MOBILE APP LTV
Calculation Using Google Analytics
About Me
MD @ Kontera (Blog/Text Monetization)
Co-founder / CEO @ SOOMLA (Ad LTV as a Service)
Co-founder / VP Sales @ Eye...
About SOOMLA Traceback
Flexible integration with your BI and Attribution via S2S APIs
Leverages listener SDKs that require...
LTV Calculation Steps
Find your ARPDAU
Your key retention rates - where to collect them
Use online LTV calculator to get t...
FINDING YOUR ARPDAU
Aggregated Daily Revenue
Monthly Revenue
Revenue from Google Play $2,000
Revenue from Apple $4,000
Ad Revenue $3,000
Total...
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
DAU
Sunday 562
Monday 907
Tuesday 1,071
Wednesday 1,244
Thursday 1,019
Friday 940
Saturday 2,278
Average 1,1...
ARPDAU Calculation
ARPDAU - the daily revenue divided by the average
daily active users (DAU)
Calculation
Average Daily Re...
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!
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Calculating LTV Using Google Analytics

Google Analytics is a popular choice among app developers. Getting LTV using GA is hard and this slideshare explains how to use retention and DAU data along side an online lifetime value calculator to get the result.

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Calculating LTV Using Google Analytics

  1. 1. MOBILE APP LTV Calculation Using Google Analytics
  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 $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
  7. 7. DAU in GA - Step 1 Go to the "Active Users" view and select a date range of 1 week and "1 Day Active Users"
  8. 8. DAU in GA - 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 562 Monday 907 Tuesday 1,071 Wednesday 1,244 Thursday 1,019 Friday 940 Saturday 2,278 Average 1,146 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 $300 Average DAU 1,146 Total $0.26
  11. 11. KEY RETENTION RATES
  12. 12. Retention in GA - Step 1 Select "Cohort Analysis" and set the date filter to "Last 30 days" and the resolution to "by day"
  13. 13. Retention in GA - Step 2 Collect the points from the top row - you need day-1, day-7, day-14 and day-30
  14. 14. Key Retention Rates Retention Rate Day1 7.37% Day7 3.53% Day14 3.10% Day30 2.70% These are the retention rates we collected
  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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  • noneckwolf

    Oct. 24, 2016
  • marcguirand

    Jan. 29, 2021

Google Analytics is a popular choice among app developers. Getting LTV using GA is hard and this slideshare explains how to use retention and DAU data along side an online lifetime value calculator to get the result.

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