Appsflyer-终生价值：APP市场营销基石（英文）-2018-52页-1mb

LTV: The Cornerstone of App Marketing Summary

Core Content

The report "Lifetime Value: The Cornerstone of App Marketing" explores the importance of Lifetime Value (LTV) in app marketing, emphasizing its role in guiding revenue optimization and user acquisition strategies. It highlights the challenges faced by app marketers in 2018, including fierce competition, declining organic traffic, and rising media costs. The report provides benchmarks and insights across key verticals (gaming, shopping, travel) and markets (US, UK, emerging markets like Brazil, India, and Indonesia).

Key Findings

• Revenue Growth: App marketing revenue increased by 80% since 2016 despite growing challenges.
• Performance Gaps: Gaming apps show a smaller performance gap between iOS and Android users, while shopping and travel apps show a larger gap. Organic users in gaming generate only a 6% higher share of paying users than non-organic users, but spend 34% more. In contrast, shopping and travel apps show significant differences, with organic users outspending non-organic users by 25% and 170%, respectively.
• Market Differences: The US and UK are leading in revenue generation but are highly competitive with high media costs. Emerging markets offer growth potential with lower media costs.
• Re-engagement: Timing re-engagement campaigns to align with the LTV curve can significantly boost revenue. Effective messaging is key to encouraging users to make additional purchases.
• Data-Driven Marketing: Leveraging data is essential for maximizing LTV and ROI. High revenue is more closely correlated with ROAS than with CPI, especially in gaming and non-gaming categories.

Main Points by Vertical

Gaming

• 90-Day LTV: $1.70 (combining IAP and IAA revenue)
• Share of Paying Users: 3.8%
• Revenue per Paying User: $70.27
• iOS vs. Android: iOS users spend 28% more than Android users, but the performance gap is smaller compared to other verticals.
• Country Breakdown: US and UK markets show higher LTV and consistent revenue growth. Emerging markets like Brazil, India, and Indonesia have lower LTV but offer growth potential.

Shopping

• 90-Day LTV: $13.88
• Share of Paying Users: 9.7%
• iOS vs. Android: iOS users spend 70% more than Android users.
• Country Breakdown: US and UK have the highest conversion rates and LTV. Organic users generate more revenue than non-organic users. Marketers should focus on securing the first purchase with discounts to boost long-term revenue.

Travel

• 180-Day LTV: $29.42
• Share of Paying Users: 9.6%
• iOS vs. Android: iOS users generate 60% higher LTV than Android users.
• Country Breakdown: US and UK show strong LTV and conversion rates, while Indonesia demonstrates impressive revenue growth. Organic users are 2.5x more likely to book and generate higher revenue.

Key Takeaways

• Focus on Quality: In gaming, less than 4% of users make in-app purchases, but they generate significantly higher revenue. Marketers should prioritize acquiring high-value users.
• Data is Crucial: Data-driven strategies are vital for optimizing LTV and ROI. Gaming marketers excel at using data to find paying users.
• Timing Re-engagement: Re-engagement campaigns should be timed to align with the LTV curve. In shopping and travel, re-engagement after Day 7 is effective.
• Explore Emerging Markets: While mature markets like the US and UK offer high revenue, emerging markets present opportunities for growth due to lower media costs.
• Multi-purchase Users: A significant portion of paying users make multiple purchases, especially in the UK and US. Targeting these users can improve LTV and revenue.

How LTV is Measured

• LTV is calculated over a 90-day period for gaming, and 180 days for travel.
• The report uses data from the first half of January 2018, analyzing 250 million non-organic installs from the top 300 integrated media partners.
• Data is anonymized and aggregated, measured by AppsFlyer, a mobile attribution and marketing analytics company.

Appendix: Measuring Ad Revenue

• AppsFlyer integrates with Facebook Audience Network to measure ad revenue.
• Ad revenue events are tracked using the AppsFlyer SDK, with specific events like "fb_ad_viewed" used for ad impressions.
• Marketers can set up ad revenue tracking in the AppsFlyer dashboard, enabling real-time ROI analysis.
• The report includes a table showing ad revenue data by event type, with metrics like eCPA and revenue per event.

About AppsFlyer

• AppsFlyer is a global leader in mobile attribution and marketing analytics.
• Its technology is found on 98% of the world's smartphones, providing comprehensive insights into app marketing performance.