LTV, not just CPI: Why mobile marketers need to move beyond cost per install

If you’re a mobile marketer, chances are you’ve seen at some point in the past year the phrase “LTV > CPI” (that’s Life Time Value and Cost Per Install, just to make sure we’re all up to speed). A mathematical formulation that has proven ubiquitous enough to have an entire event series named after it, it has become something of a mantra for the industry.

But what does LTV is greater than CPI actually mean for app developers?

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