What LTV means
Lifetime value is what one install earns you on average over its life. It is the money a daily player brings in, called ARPDAU, times the number of days an average install keeps playing. That second number comes from retention: if 40% come back on day 1, 15% on day 7 and 5% on day 30, the average install plays about 3 to 5 days in the first month. Small changes in retention change this a lot, which is why retention matters more than almost anything else in a free game.
How the curve is fitted
Retention in games usually falls like a power curve: fast at first, then slower and slower. The calculator fits r(t) = a × t−b through your numbers with a least squares line on a log scale, then adds up every day to get the expected days played. More points, like day 3, 14 and 60, make the curve more accurate. Real games can have a floor of loyal players that the curve misses after a few months, so treat day 180 and 365 values as estimates.
Payback and ROAS
ROAS on day N is LTV by day N divided by what the install cost. The payback day is when LTV passes the cost per install. If payback comes within about 30 to 60 days, paid user acquisition can grow the game. If it never comes, improve retention or revenue first, or grow through organic channels like store search, short videos and featuring.
Is my data uploaded?
No. All the math runs in your browser.