Customer Lifetime Value for Mobile Apps

Customer lifetime value only improves when funnel quality improves. If onboarding and activation drop-off are high, even strong acquisition cannot sustain long-term revenue.

Simple LTV model

LTV = average revenue per user × average customer lifetime. Then break that by acquisition source and onboarding cohort to find which segments actually compound value.

What to improve first

Faster time-to-value in the first session.
Higher onboarding completion for high-intent traffic.
Lower churn in the first 7 to 14 days.