Realized LTV per Paying Customer
Net realized revenue per eligible paying customer in an InAppify cohort
This chart measures average net realized revenue among Customers who became eligible paying customers within the selected lifetime.
Customer timeframe, resolution, timezone, and project/app/offering/product filters and segments are supported.
Net revenue subtracts refunds occurring within the lifetime. Customers without purchases are excluded, unlike Realized LTV.
Example
In a 100-Customer cohort, suppose 20 Customers qualify as payers and lifetime net revenue is 45,000,000 rials:
Standard Realized LTV for the same cohort is 450,000 rials because all 100 Customers are in its denominator.
How to use it
- Measure purchase depth after a Customer converts.
- Compare payer value across products and offerings.
- Evaluate how pricing, renewals, and repeat purchases affect buyer value.
- Combine it with Conversion to Paying to understand total cohort economics.
A high payer LTV is not automatically healthy when very few Customers convert. A refund of the first eligible paid purchase inside the lifetime can also remove that Customer from the payer denominator.
Use this metric with Conversion to Paying. High payer LTV with low paying conversion can still produce limited total revenue. The value is realized, not predicted, and can change as the lifetime grows or refunds arrive.
FAQ
Frequently asked questions
How does this differ from Realized LTV?
Its denominator contains eligible paying customers only; standard Realized LTV includes every new cohort Customer.
What if the first paid purchase is refunded?
If that refund occurs within the selected lifetime, the Customer is removed from that lifetime's paying-customer count.