When it comes to performance user acquisition campaigns on mobile, how much should you pay? The question above, as straightforward as it might be, has no simple answer. Many factors can indeed influence or even determine whether a performance-based user acquisition campaign will be successful.
Although the concept of customer lifetime value (LTV) for mobile users has gained a lot of attention in the past couple of years, there is still a lot of confusion around LTV’s definition and how it should be used for mobile campaigns. Let’s try and debunk the myths, set expectations straight and see how LTV can be effectively leveraged for mobile advertising.