Skip to content

Most visited

Recently visited


Download the LTV Calculator

The lifetime value calculator can help you understand and plan whether you should spend money on user acquisition, and if so how much you should invest in paid user acquisition for your app or game business. Providing the key factors to consider, it also helps inform the decision by predicting the LTV you'll see from acquired users and therefore what spend is sensible to achieve this return.

Download the LTV calculator to find out about your app or game LTV, and opt in to hearing from an Adwords expert on the app marketing team to get help in determining the best values to use in the calculator.

Note: The LTV calculator is a guide to assist in making decisions about paid user acquisition and the model makes various assumptions which aren't guaranteed or confirmed in order to do so; including: impact of investment, CPI, organic spin-offs, payer rate, engagement rate, and portfolio effect. Additionally, estimates of buyer rate, ARPPU, and advertising revenue per user will need to be set based on your app's data.

* Required


Thank you for your interest in the LTV calculator.

Create your LTV calculator

This creates a copy of the LTV calculator in your Google Drive (requires a Google Account).

This site uses cookies to store your preferences for site-specific language and display options.

Get the latest Android developer news and tips that will help you find success on Google Play.

* Required Fields


Follow Google Developers on WeChat

Browse this site in ?

You requested a page in , but your language preference for this site is .

Would you like to change your language preference and browse this site in ? If you want to change your language preference later, use the language menu at the bottom of each page.

This class requires API level or higher

This doc is hidden because your selected API level for the documentation is . You can change the documentation API level with the selector above the left navigation.

For more information about specifying the API level your app requires, read Supporting Different Platform Versions.

Take a short survey?
Help us improve the Android developer experience. (April 2018 — Developer Survey)