Simple LTV for ASA bidding
LTV ≈ monthly price × average retention months
Example: $7.99/mo × 4 months average life → ~$32 LTV. Use RevenueCat cohort charts for observed retention instead of guessing when you have data.
Include in LTV or not?
- Apple’s 15–30% fee — model net revenue if you want conservative caps
- Annual plans — normalize to monthly equivalent or use plan-specific LTV
- Refunds and chargebacks — subtract in mature accounts
- Intro offers — use post-intro price for steady-state LTV