LTV

How valuable are your users?

Localytics provides different metrics to measure your users’ value throughout the app. These metrics are supplied by events marked specially for tracking.

Note: Currently all per user and average metrics are calculated for users that have non-zero values.

Two important terms form the basis of the metrics on LTV:

Transactions: Events with an incremental Customer Lifetime Value. Events may be something like making a purchase but could also be non-monetary, like reading an article.
Customers: Users that have made a transaction, which is an event with incremental Custome Lifetime Value. Think of these as high-value users.

Note: Localytics does not convert currency on the Dashboard at this time. Any currency conversion has to be done on the client prior to upload.

Type	Metric	Description
Value	Customer Lifetime Value (CLV)	The cumulative total spent or value of the customers active in the selected time period then averaged over all customers that were active in that time period.This isn't restricted to monetary value. Depending on the need and goals of the app, may other types of values, such as Articles read Ads seen Content shared Content added Friends invited Videos watched A customer may have a positive value in the time period of the report even though they have not purchased anything recently.
Value	Average Monthly Value	The CLV divided by the number of months in the time period.
Revenue earned	Revenue	Total revenue earned in the selected time.
	Customers	Number of users that have made some transaction, which is an event with incremental CLV. These are high-value users. Also known as paying users.
	Revenue per Customer	Average amount of revenue per customer (paying user).
	Revenue per Transaction	Average amount of revenue divided by the number of transactions.
	Transactions	Number of events with an incremental CLV. This number is always more than the number of customers (users who have made a transaction) because one customer typically makes more than one transaction.
	Transactions per Customer	Number of transactions divided by the number of customers.