LTV Calculator: unlocking Data-Driven Insights on User Behavior

LTV Calculator: unlocking Data-Driven Insights on User Behavior

When UA performance starts to drop, the first thing a producer or analyst checks is the LTV Calculator. It gives a real-time view into how users actually behave - by country, traffic type, monetization model, or product version.

The analysis usually begins with organic traffic: it’s more stable, and shifts in behavior often signal product-side changes. For instance, if LTV starts dropping among organic users in the US this month, it’s likely not the creatives or UA - it could be an update, economy change, or new mechanic.

Sometimes it’s useful to compare two games that look similar but behave very differently. In the LTV Calculator, you can overlay LTV curves by geo, traffic type, or launch date - and clearly see where one game starts to “win.” At what point in the lifecycle do users begin to spend more? What was the impact of that new event or monetization update?

For many teams, it also works as a "before and after" tool: Launched a new battle pass? Check how LTV changed post-launch. Ran an A/B test with new onboarding? See how it impacted payment behavior.

LTV Calculator isn’t just a chart - it’s a thinking tool. It helps you ask the right questions, find signals in the data, and understand user behavior in motion, not in a static snapshot. It’s how you build smarter forecasts, deepen audience insight, and make data-driven decisions - not gut-based guesses.