Superstar Session: Calculating LTV Post IDFA: A Need for Predictive Analytics
summary
Adjust builds a three-stage pLTV system that uses the Adjust SDK event data to generate a conversion value schema, map SKAdNetwork postbacks and produce a projected LTV per campaign in a dashboard. It decodes Apple postbacks, compares predictions to actual cohort outcomes postmortem, and reports accuracy versus a naive single-coefficient method (prediction aligns much closer to real LTV). Beta runs span ~1 year, supports revenue, retention and engagement signals, and is explicitly not perfect but provides actionable, campaign-level estimates where user-level IDFA attribution no longer exists.
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chapters (4)
- 0:00Start
- 1:20Why Ltv Is an Important Metric
- 1:44Growth Marketing Analytics Platform
- 2:12Lifetime Value
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