Glossary
LTV
How much a customer is worth over the whole relationship: total deposits minus winnings for a player, total subscription payments for a subscriber. Advertisers set payouts from it; affiliates on RevShare live on it.
Also called: lifetime value, player value.
LTV is what the advertiser expects to earn from an average user your traffic brings. If a casino's players are worth $300 over a year, a $120 CPA leaves room; if your players are worth $50, the advertiser will notice within a month and cut the payout or the traffic.
On RevShare, LTV is your revenue. The shape of it matters: most value comes from a few users who stay, which is why retention is worth more than volume.