Defined on this site
- LTV
- LTV, or lifetime value, is the total revenue one average user generates over the time they use an app. Marketers compare it with the cost of acquiring that user to decide whether a campaign is worth running.
- ROAS
- ROAS, return on ad spend, is the revenue earned from users an ad campaign brought, divided by the cost of that campaign. A ROAS of 1, or 100%, means the campaign has earned back exactly what was spent on it.
- Retention
- Retention is the share of users who return to an app a given number of days after they first opened it. For example, day-7 retention of 30% means that 30 of every 100 new users were active again on the seventh day.
- In-app event
- An in-app event is a record of something a user does after installing an app, such as signing up, starting a trial or making a purchase. Attribution tools link each event to the ad that brought the user, which is how campaigns are judged on results beyond installs.