What is the general recommended lookback window to measure lifetime value?

What is the general recommended lookback window to measure lifetime value?

• A. 7 days
• B. 30 days
• C. 60 days
• D. 90 days

Answer: (B)

Lookback window selection for lifetime value measurement defines how far back you attribute revenue to a user’s initial install. The goal is to capture the revenue that truly reflects the value added by that user while keeping the data timely and actionable. Thirty days is generally recommended because most monetization occurs within the first month, giving a reliable LTV estimate without waiting too long for long-tail purchases. Shorter windows miss later purchases and undervalue users who monetize later, while longer windows can pull in more revenue but delay optimization and may incorporate revenue less clearly tied to the initial campaign. So a 30-day window strikes a practical balance for estimating lifetime value in many apps.

Lookback window selection for lifetime value measurement defines how far back you attribute revenue to a user’s initial install. The goal is to capture the revenue that truly reflects the value added by that user while keeping the data timely and actionable. Thirty days is generally recommended because most monetization occurs within the first month, giving a reliable LTV estimate without waiting too long for long-tail purchases. Shorter windows miss later purchases and undervalue users who monetize later, while longer windows can pull in more revenue but delay optimization and may incorporate revenue less clearly tied to the initial campaign. So a 30-day window strikes a practical balance for estimating lifetime value in many apps.