Mobile App
LTV Calculator
Calculate Customer Lifetime Value using ARPU, churn rate, and gross margin. Find your LTV:CAC ratio and payback period.
๐ Your Metrics
๐ Lifetime Value Results
LTV
Ratio
Period
๐ Time-Bound LTV
Revenue over specific periods๐ก Note: LTV calculation typically requires persistent user tracking. With session-based analytics, focus on revenue per session as an alternative metric.
๐ LTV Formulas Explained
Simple LTV
Assumes infinite time horizon. Quick estimate for stable apps.
Gross Margin LTV
Revenue after costs. Use this for profitability analysis.
Time-Bound LTV
Sum of expected revenue over N months, accounting for churn.
โ Frequently Asked Questions
What is Customer Lifetime Value (LTV)?
Customer Lifetime Value is the total revenue you can expect from a single customer over their entire relationship with your app. It helps you understand how much you can afford to spend on customer acquisition (CAC).
How do I calculate LTV for a mobile app?
The simple formula is: LTV = ARPU รท Churn Rate. For example, if your monthly ARPU is $5 and monthly churn is 5%, your LTV is $5 รท 0.05 = $100. Multiply by gross margin for profitable LTV.
What is a good LTV:CAC ratio?
A healthy LTV:CAC ratio is 3:1 or higher. Below 1:1 means you're losing money. Between 1:1 and 3:1 may be sustainable but risky. Above 5:1 could mean you're under-investing in growth.
What is a typical churn rate for mobile apps?
Monthly churn varies by category: Gaming apps 4-8%, Subscription apps 5-10%, E-commerce 3-6%, SaaS companion apps 2-5%. Consumer apps typically have higher churn than B2B. Use our Churn Rate Calculator for detailed analysis.
Can I calculate LTV without user tracking?
Traditional LTV requires tracking individual users over time. With session-based analytics, use Revenue per Session as an alternative metricโit measures monetization efficiency without persistent user IDs.
What's the difference between LTV and CLV?
LTV (Lifetime Value) and CLV (Customer Lifetime Value) are the same metricโboth represent total expected revenue from a customer. Some companies use CLTV. The terms are interchangeable.
๐งฐ Related Free Tools
Churn Rate Calculator
Churn rate directly drives LTV. Analyze your churn, retention curve, and customer half-life.
A/B Test Calculator
Test pricing, onboarding, and paywall changes to improve the metrics that drive LTV.
Metrics Builder
Build a custom analytics framework โ see which metrics matter most for your app category.
Track Metrics Without Compromising Privacy
Respectlytics helps you measure what matters for LTVโconversions, engagement, retentionโusing session-based analytics. No user tracking required.