Realized LTV Chart
Net realized revenue per all new customers in an InAppify cohort
Realized LTV is the average net revenue actually recorded for all Customers in a cohort within the selected lifetime. It is not a forecast.
Customer timeframe, resolution, timezone, and project/app/offering/product filters and segments are supported.
Customers with no purchase remain in the denominator, so this metric combines conversion and purchase value. Use Realized LTV per Paying Customer to isolate purchaser value.
Example
A cohort contains 100 new Customers. Within 30 days they generate 50,000,000 rials in successful payments and 5,000,000 rials in refunds:
The denominator remains 100 even if only 20 Customers purchased.
How to use it
- Compare acquisition cohorts while combining conversion and purchase value.
- Measure pricing or paywall changes after an equal lifetime has elapsed.
- Change the timeframe to understand how quickly cohorts realize revenue.
- Compare with payer LTV to separate acquisition quality from purchaser depth.
Do not compare a 7-day LTV directly with a 30-day LTV. Young cohorts may also have incomplete lifetimes, and later refunds can reduce a cohort value when they fall inside the selected window.
FAQ
Frequently asked questions
Is this a forecast of future revenue?
No. It includes only revenue realized within the selected lifetime.
Are customers without purchases in the denominator?
Yes. This version divides by every new Customer in the cohort.
How do refunds affect LTV?
Refunds occurring within the selected lifetime reduce cohort revenue without removing the Customer from the denominator.