Google Analytics is a popular choice among app developers. Getting LTV using GA is hard and this slideshare explains how to use retention and DAU data along side an online lifetime value calculator to get the result.

1. MOBILE APP LTV
Calculation Using Google Analytics

2. About Me
MD @ Kontera (Blog/Text Monetization)
Co-founder / CEO @ SOOMLA (Ad LTV as a Service)
Co-founder / VP Sales @ Eyeview (Video Ads & Analytics)

3. About SOOMLA Traceback
Flexible integration with your BI and Attribution via S2S APIs
Leverages listener SDKs that require zero client side code
Unique technology that extracts ad revenue per user from
inside the ad-networks

4. LTV Calculation Steps
Find your ARPDAU
Your key retention rates - where to collect them
Use online LTV calculator to get the result

5. FINDING YOUR ARPDAU

6. Aggregated Daily Revenue
Monthly Revenue
Revenue from Google Play $2,000
Revenue from Apple $4,000
Ad Revenue $3,000
Total $9,000
Daily Revenue - the monthly revenue divided by
number of days. In this case it's $300

7. DAU in GA - Step 1
Go to the "Active Users" view and select a date range of
1 week and "1 Day Active Users"

8. DAU in GA - Step 2
Either collect the data points one by one by copying and
pasting or simply download the CSV

9. Averaging DAU
DAU
Sunday 562
Monday 907
Tuesday 1,071
Wednesday 1,244
Thursday 1,019
Friday 940
Saturday 2,278
Average 1,146
Tip - the DAU usually fluctuates during the week so it's
important to use average of at least one week

10. ARPDAU Calculation
ARPDAU - the daily revenue divided by the average
daily active users (DAU)
Calculation
Average Daily Revenue $300
Average DAU 1,146
Total $0.26

11. KEY RETENTION RATES

12. Retention in GA - Step 1
Select "Cohort Analysis" and set the date filter to "Last 30
days" and the resolution to "by day"

13. Retention in GA - Step 2
Collect the points from the top row - you need day-1,
day-7, day-14 and day-30

14. Key Retention Rates
Retention Rate
Day1 7.37%
Day7 3.53%
Day14 3.10%
Day30 2.70%
These are the retention rates we collected

15. USING THE CALCULATOR
http://blog.soom.la/2016/04/clv-calculation-modeling-lifetime.html

16. Feeding Retention Data In
Use the key retention rates from step 2 in the top part of
the LTV calculators

17. Feeding ARPDAU Data In
Use the ARPDAU we calculated in step 1 in the bottom
part of the calculator

18. The Result
The result is shown in the bottom part of the calculator

19. Thank you!