12 August 2026 · 6 min read
LTV is not one number: choosing the right view
A useful LTV model changes with the decision: acquisition, product, finance, or retention.
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Notes for teams making customer-value decisions.
Practical perspectives on app LTV, cohorts, retention, and measurement—written for product, growth, and finance leaders.
29 July 2026 · 5 min read
Four cohort signals worth checking before scaling spend
Acquisition can look efficient while weak activation and retention quietly erode payback.
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10 July 2026 · 7 min read
A practical measurement plan for reliable app LTV
Start with a small chain of trustworthy events instead of tracking everything.
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