LTV

LTV projects the cumulative value a customer generates through repeat purchases, subscription renewals, rebills, or continued play, rather than just their first transaction. It is essential for verticals where the first sale loses money on purpose, such as nutra trial offers sold near cost to acquire a rebilling subscriber, or iGaming where the first-time deposit is small relative to a player's total lifetime wagering.

Optimizing to front-end CPA without LTV in view causes agencies to under-invest in acquisition, walking away from customers who would have been profitable over 90 or 180 days. Power Ads pushes clients toward LTV-based CPA targets whenever the vertical has a meaningful repeat or rebill component.