Calculate LT, LTV, and ROI
Also Show is an advanced feature of Retention Analysis. It lets you analyze retained users in more depth and view other metrics of these users, such as LT, LTV, and ROI. You can also find LTV and ROI templates in the Template Gallery to configure them quickly.
Configure the LT metric
LT is the user lifetime (Life Time), which measures how active users are. For example, LT3 = 2.02 on February 29 means that users added on February 29 were active on an average of 2.02 days within 3 days.
Configure the LTV metric
LTV is the user lifetime value (Life Time Value), which measures a single user's cumulative payments since registration. This metric uses accumulative sum user average.
Suppose M users completed the initial event on January 1. The 7-day accumulative sum user average of the payment amount is the total payment amount of the M users from January 1~January 7 / M, and this metric is the 7-day LTV. Likewise, you can quickly view the 30-day LTV, 60-day LTV, and even 180-day LTV.
Configure the ROI metric
ROI is an important metric for evaluating ad placement quality and product revenue. It's defined as cumulative revenue / user acquisition spend. ROI keeps rising over time. When ROI is greater than 1, the cost can be considered recouped, and the corresponding day N is the payback period.
Unlike LTV, ROI involves the user acquisition spend on the initial event date. Hover over the Also Show metric row on the left, click the Σ icon that appears to open the Advance editing dialog, click Add initial date event - B to add an initial date metric, and then configure it as follows:
- Return users' performance: The accumulative sum of the payment amount of the payment event
- Metric on Initial date: The sum of the user acquisition spend of the cost event
- Calculation and display: Return users' performance ÷ Metric on Initial date
About Also Show metrics
In Also Show metrics, the preset calculation methods of the return users' metric include the following:
| Preset calculation methods | Calculation definition |
|---|---|
| Event total | The number of times the event was triggered on day/week/month N |
| Cumulative Sum of Event totals | Event total of the current day/week/month + event total of day/week/month 1 + ... + event total of day/week/month N |
| Cumulative Average of Event totals | Cumulative Sum of Event totals / number of initial event users |
| Uniques | The number of users who triggered the return event on day/week/month N. Users are deduplicated within each day/week/month |
| Cumulative Sum of Uniques | Users who triggered the return event on the current day/week/month + users who triggered the return event on day/week/month 1 + ... + users who triggered the return event on day/week/month N. Users are deduplicated within each day/week/month |
| Cumulative Average of Uniques | Cumulative Sum of Uniques / number of initial event users |
| Times per user | Event total / number of initial event users |
Unlike the analysis metrics of Events Analysis, besides the calculation methods above, you can select only numeric and Boolean event properties, with specific calculation methods:
- Numeric properties
| Preset calculation methods | Calculation definition |
|---|---|
| Sum | The sum of the numeric property values of events triggered on day/week/month N |
| Per User | Sum / number of initial event users |
| accumulative sum | Sum of the current day/week/month + sum of day/week/month 1 + ... + sum of day/week/month N |
| accumulative sum user average | accumulative sum / number of initial event users |
- Boolean properties:
True totals, False totals, Null totals, Not null totals
Note that Users in Also Show metrics is defined as the entity you selected in the Retention Analysis model, and you can't switch it in the Also Show metrics.
Visualize Also Show metrics
In the table, Also Show metrics are shown together with the retention number and retention rate metrics.
If you added an initial date metric in the Advance editing dialog, the table also shows the detailed results of the initial date metric.
You can also select View [Also Show] Only and view the data under Day N Retention and Daily Retention.