While many analytics companies recommend using snapshot calculations to define LTV, we find that it’s much more impactful to group customers into cohorts by acquisition month to account for different maturity timelines.
As we dive further into details on the role LTV plays in acquisition in Part II, we will keep this base-level filter of acquisition month before further analyzing LTV by acquisition source, campaign, medium, etc. We will walk you through how to handle analying cohorts considering maturity in Part II, as well.