Tools

Retention & LTV

Enter D1, D7 and D30 retention, ARPDAU and your cost per install. See the retention curve, lifetime value, payback day and ROAS.

D1 %D7 %D30 %ARPDAU (revenue per daily active user, $)CPI (cost per install, $)Leave at 0 for organic installs. The numbers above are examples, not benchmarks.

LTV 30 days: $0.19
LTV 90 days: $0.27
LTV 365 days: $0.45
Payback: > 365 days

Cumulative revenue per install

Fitted retention and return on ad spend
Day	Retention	Revenue per install	ROAS
D1	37%	$0.07	6%
D3	18%	$0.09	7%
D7	11%	$0.11	10%
D14	6.9%	$0.14	12%
D30	4.3%	$0.19	15%
D60	2.8%	$0.24	20%
D90	2.1%	$0.27	23%
D180	1.4%	$0.35	29%
D365	0.9%	$0.45	37%

Fit: retention(d) = 0.367 × d^−0.633. The further past D30, the more this is a guess.

Questions

How is the curve fitted?: Retention after day d is modelled as a × d^(−b). The tool fits a and b by least squares on the logarithms of the days and the retention you enter. It is a common rule of thumb for games, not a law: it assumes the decline keeps its shape.
How is LTV calculated?: LTV through day N is ARPDAU × (1 + the sum of the retention on days 1 to N). The 1 is day 0, when every install is active. Revenue per install, not per user who stays.
What is payback?: The first day on which the revenue per install covers what the install cost. ROAS is revenue per install divided by that cost, so 100% means break-even.
How far can I trust D90 and D365?: Only as far as your D30 is stable. Everything beyond the last measured day is an extrapolation. Use D365 to compare scenarios, and your real D90 data as soon as you have it.

Questions

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