LTV Analysis and Cohorts
LTV analysis (Lifetime Value) allows tracking revenue from users over time. The tool is divided into three tabs, each providing its perspective on deposit and repeat deposit data.
General
Common principles apply to all tabs:
Date range — defines the period for which cohorts are analyzed. It is recommended to choose at least 90 days for a complete LTV analysis.
Time zone — affects the calculation of days alive (day 0, day 1-7, etc.).
Filters — only attribution fields (
cmp_*) and user country (user_country) are available.
Cohorts Tab
User analysis by the date of their first deposit (FTD) or registration. Allows comparing the behavior of different cohorts over time.
Cohort Modes
Mode | Description |
|---|---|
By FTD | Cohort is formed by the date of the user's first deposit |
By Registration | Cohort is formed by the registration date (CPA_HOLD) |
Selectors
Parameter | Description |
|---|---|
Cohort Base | FTD (by first deposit) or Registration |
Cohort Period | Grouping: day / week / month |
Breakdown | Additional breakdown by attribution channel (campaign, offer, source, CPA network, country) |
Metrics (FTD Cohorts)
Metric | Description |
|---|---|
FTD (cpa_accept) | Number of first deposits in the cohort |
LTV Day 0 | Revenue on the day of the first deposit (FTD + repeat deposits on the same day) |
LTV Day 1-7 | Revenue from repeat deposits on days 1-7 after FTD |
LTV Day 8-30 | Revenue from repeat deposits on days 8-30 after FTD |
LTV Day 31-90 | Revenue from repeat deposits on days 31-90 after FTD |
LTV Total | Total LTV (day 0 + day 1-7 + day 8-30 + day 31-90) |
LTV per FTD | Average revenue per depositor |
FTD in Repeat Deposits | Percentage of users who made at least one repeat deposit |
Metrics (Registration Cohorts)
Metric | Description |
|---|---|
Registrations | Number of registrations in the cohort |
FTD | Number of first deposits from this cohort |
Reg to FTD | Conversion from registration to deposit |
FTD (cpa_accept) | Number of first deposits |
LTV Reg Day 0 | Revenue on the day of registration |
LTV Reg Day 1-7 | Revenue from deposits on days 1-7 after registration |
LTV Reg Day 8-30 | Revenue from deposits on days 8-30 after registration |
LTV Reg Day 31-90 | Revenue from deposits on days 31-90 after registration |
LTV Reg Total | Total LTV from registration |
Example of Use
Select "By FTD" and "By Months" for analyzing monthly cohorts of depositors
Add breakdown "By Campaigns" to compare LTV of different channels
Compare LTV per FTD between cohorts to assess traffic quality
Days Alive Tab
Shows the distribution of repeat deposits by days after the first deposit (FTD) or registration. Helps understand when users make repeat deposits.
Selectors
Parameter | Description |
|---|---|
Life Period | Days after FTD or days after registration |
Breakdown | Breakdown by attribution channel |
Metrics
Metric | Description |
|---|---|
Repeat Deposits | Number of repeat deposits on this day |
Revenue from Repeat Deposits | Total revenue from repeat deposits |
Users with Repeat Deposits | Number of unique users who made a repeat deposit |
Avg Revenue from Repeat Deposits | Average revenue per repeat deposit |
Example of Use
Select "Days after FTD"
Analyze which days have the highest number of repeat deposits
Determine the optimal time for retargeting or push notifications
Summary Tab
Comparison of LTV metrics across attribution channels. Allows for quick identification of the most effective traffic sources.
Selectors
Parameter | Description |
|---|---|
Grouping | Attribution channel for comparison: campaign, offer, source, CPA network, country |
Metrics
Metric | Description |
|---|---|
FTD (cpa_accept) | Number of first deposits in the group |
Repeat Deposits per FTD | Average number of repeat deposits per depositor |
FTD in Repeat Deposits | Percentage of depositors with at least one repeat deposit |
LTV per FTD | Average revenue per depositor |
Avg Revenue from Repeat Deposits | Average revenue from one repeat deposit |
Example of Use
Select "By Campaigns" to compare LTV of different campaigns
Sort by LTV per FTD to identify the most profitable campaigns
Pay attention to FTD in Repeat Deposits — a high figure indicates loyal users
LTV Calculation
LTV (Lifetime Value) in the system is calculated as the sum of revenue from a user over a specific period:
LTV = LTV Day 0 + LTV Day 1-7 + LTV Day 8-30 + LTV Day 31-90
Important: All revenue values are converted to USD at the exchange rate at the time of the event.
Day 0
For FTD cohorts includes:
The amount of the first deposit (FTD)
All repeat deposits made on the same day
For registration cohorts includes:
- All deposits made on the registration day
Periods
Period | Description |
|---|---|
Day 0 | Day of the first event (FTD or registration) |
Day 1-7 | Retention period, highest activity |
Day 8-30 | Medium-term activity |
Day 31-90 | Long-term activity |
Analysis Tips
Traffic Quality
Compare LTV per FTD between channels — higher value = better quality traffic
Pay attention to FTD in Repeat Deposits — indicates user loyalty
Campaign Optimization
Use the "Summary" tab for quick channel comparisons
Analyze cohorts by weeks for timely adjustments
Understanding User Behavior
The "Days Alive" tab shows when users are active
Peaks on days 1-3 — quick conversion
Peaks on days 7-14 — delayed decision
Analysis Limitations
For a complete LTV analysis of 31-90 days, a date range of at least 90 days is needed
Short periods (less than 30 days) provide an incomplete picture
Filters are only available for attribution fields (
cmp_*) and country
URL Parameters
The state of the analysis is saved in the URL, allowing for link sharing: