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Konstantin Khalyushev
ENRUESPT

By question

Monetization

Revenue per install and realised lifetime value per payer — two numbers that are routinely confused.

Benchmark observations27
Distinct metrics6
  • 01

    Revenue per install, day 14

    Revenue in the first 14 days divided by installs. Blends conversion and monetization into one number.

    Denominator: installsCohort: an install cohort

    5 observations · 1 sources

  • 02

    Revenue per install, day 60

    Revenue in the first 60 days divided by installs.

    Denominator: installsCohort: an install cohort

    6 observations · 2 sources

  • 03

    Realised LTV per payer, 1 month

    Revenue per paying user in their first month. Unaffected by conversion rate, unlike revenue per install.

    Denominator: paid subscriptionsCohort: a payer cohort

    Often confused with Revenue per install, day 14, Install LTV, 12 months. The two are listed separately here because they do not measure the same thing.

    3 observations · 1 sources

  • 04

    Realised LTV per payer, 1 year

    Revenue per paying user over their first year, including renewals and reactivations.

    Denominator: paid subscriptionsCohort: a payer cohort

    Often confused with Install LTV, 12 months. The two are listed separately here because they do not measure the same thing.

    9 observations · 1 sources

  • 05

    Install LTV, 12 months

    Modelled revenue per install over a year: a conversion rate multiplied by a payer LTV. Derived, not measured.

    Denominator: installsCohort: an install cohort

    Often confused with Realised LTV per payer, 1 year, Revenue per install, day 60. The two are listed separately here because they do not measure the same thing.

    1 observation · 1 sources

  • 06

    MRR growth, year on year

    Change in monthly recurring revenue between year-end snapshots, normalised to 30 days.

    Denominator: revenueCohort: a population of apps

    3 observations · 1 sources

All benchmarks