A subscription app · B2C · Thomas Petit client
Change what you report as user value when cash matters more than long-term LTV
Unknownanalytics-attributionfinancing
What they did
Client optimized toward predicted LTV, then realized cash flow mattered more and that different users maximize 3-month vs 5-year returns; switched the value sent to networks to maximize short-term payback.
“I have one particular case where we used to optimize towards predicted LTV, and then suddenly we realized that cash flow was more important”
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