Free App LTV & ARPU Calculator for iOS and Android
Model subscriber lifetime value with Scalebay's proprietary cohort-retention framework
Estimate net LTV and ARPU per subscriber — after VAT and store commission — using your own pricing, plan mix and retention. Scalebay's proprietary model works period by period, separates iOS and Android, and gives you the blended lifetime value you compare against CAC and payback.
FAQ — Frequently Asked Questions
What is LTV (lifetime value) for a mobile app?
LTV, or customer lifetime value, is the total net revenue a single user or subscriber generates over their entire time with your app — after VAT and app-store commission. For subscription apps it's driven by price, plan mix and how long users keep renewing (retention). It's the number you compare against acquisition cost to know whether growth is profitable.
What is ARPU, and how is it different from ARPPU?
ARPU (average revenue per user) is the revenue generated per user over a given period, averaged across your whole base — including free users. ARPPU (average revenue per paying user) narrows that to paying users only, so it is always higher. ARPU shows how well you monetise everyone; ARPPU shows how much each paying customer is worth.
ARPU vs LTV — what's the difference?
ARPU is a periodic average (revenue per user in a week, month or year), while LTV is cumulative — the total revenue a user brings across their whole lifetime. Roughly, LTV equals ARPU multiplied by the average customer lifetime, adjusted for retention. ARPU is a snapshot of monetisation; LTV is the lifetime total you use for payback and ROAS decisions.
Which LTV timeframe should I pick — 12, 24 or 36 months?
It depends on your cashflow and payback target. If you need to recover ad spend fast, use the conservative 12-month horizon; if you can wait for renewals — especially annual plans — 24 or 36 months captures more of the true lifetime value. Match the horizon to the payback window your finance team can fund.
How do I know if this LTV estimate is reliable?
Reliability comes from your inputs. The first renewal periods should be real cohort retention data from enough users; the later periods are a linear projection you can override. Treat the result as a directional benchmark, not a guarantee, and refresh it as new cohort data arrives.
Why is iOS LTV usually higher than Android?
iOS subscribers typically retain longer and pay at higher rates, so cumulative revenue per user — their LTV — is greater, often 1.5 to 3x Android at the same price. That's why the calculator models each platform separately and blends them by your real paying-user split rather than a naive 50/50.
Should app LTV be net of VAT and store commission?
Yes. What matters for acquisition is what actually reaches your bank. The calculator strips VAT at the buyer's country rate and the App Store / Play Store commission (15% or 30%), so the LTV you compare with CAC (customer acquisition cost) and payback is true net revenue, not gross price.
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