In free-play games, only 2% of players pay. Developers try to monetize the rest through advertising. AppsFlyer has implemented functionality that allows you to see the LTV of users from advertising and the total LTV.
According to the company’s press release, the new solution “consolidates information about app revenue generated by embedded advertising with campaigns and sources that attract users.”
“It calculates how much each user brings in clicks of advertising. Including how much a non–paying user brings, which would not be taken into account in normal statistics at all,” he explained in an interview with App2Top.ru company representative.
AppsFlyer writes that previously analytical platforms considered LTV only for payments.
“Only the most advanced marketers could use advertising revenue when calculating LTV. This required setting up several custom integrations into CRM systems and third-party platforms, which is not difficult, but also requires time and additional resources. As a result, many marketers were forced to optimize their campaigns based on an incomplete LTV score,” says Matan Tessler, head of product development at AppsFlyer.
Now the new AppsFlyer functionality works with the following advertising platforms: AdColony, AdMob, AppLovin, Chartboost, Supersonic and Unity Ads.