🗑 The LTV metric will die with the advent of iOS 14 - but it was always an imperfect metric to begin with. 📌
One of the casualties of iOS 14 and the post-IDFA world will be the concept of LTV as it exists in the current paradigm. In today's mini-episode, we argue that even though the LTV has had a veneer of precision, there was still quite a bit of subjectivity involved in decision making driven by LTVs. LTV has been a made up number - in many ways; and its loss will not be the end of the world. Key Highlights: 🙅♂️ There is no such thing as ‘user lifetime’. 📈 LTV is often projected and estimated...