LTV (Lifetime Value)
LTV is the total revenue a single user generates over the entire time they stay active or paying. Unlike a one-off CPA payout, LTV shows the real long-term value of a traffic source — especially important in verticals built on rebills and repeat deposits.
How LTV is calculated and why it matters
The basic formula is LTV = average revenue per user x average user lifespan. A source with a higher CPI can still be more profitable than a cheap one if the users it brings stay longer and pay more often — comparing sources on CPI alone, without LTV, is often misleading.
LTV in PWA arbitrage
A PWA isn't listed in an app store, so the only way to bring a user back after their first visit is push notifications and retargeting, not an organic reminder from a home-screen icon. APEX's push engine, with base segmentation and triggered sends, is built exactly for this — it recovers users who didn't convert on the first visit and nudges paying users toward a repeat action, which directly lifts LTV.
FAQ
- Should scaling decisions be based on LTV or CPA?
- CPA gives a fast read, while LTV shows the real profit picture over time. Scaling a source on CPA alone is risky if its LTV is weak because users don't stick around.
- How can you raise LTV on PWA offers?
- The main lever is bringing users back through push sends and behavior-based segmentation rather than chasing new traffic at any cost. Retention inside the offer itself also matters, and that part depends on the network.
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