🗑 The LTV metric will die with the advent of iOS 14 - but it was always an imperfect metric to begin with. 📌

One of the casualties of iOS 14 and the post-IDFA world will be the concept of LTV as it exists in the current paradigm. In today's mini-episode, we argue that even though the LTV has had a veneer of precision, there was still quite a bit of subjectivity involved in decision making driven by LTVs.

LTV has been a made up number - in many ways; and its loss will not be the end of the world.

Key Highlights:

🙅‍♂️ There is no such thing as ‘user lifetime’.

📈 LTV is often projected and estimated.

🤼 Different teams calculate LTV differently.

🤔 The traditional LTV modeling paradigm also assumes that the last-click paradigm is accurate, which may not be strictly true.

🤝 The LTV model that prevails is often a function of corporate politics.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-ltv-metric-will-die-with-the-advent-of-ios-14-but-it-was-always-an-imperfect-metric-to-begin-with/

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