Lifetime value is what one delivered player brings over their whole life. It is the number that settles the payout-model argument, and the one number you cannot borrow from anyone else.
How to calculate it
Take a cohort: every player delivered in one month. Track income from that group month by month — first, second, third. The sum is the lifetime value over a three-month horizon.
Cohorts matter: measured as total income, new players mask the fact that old ones left long ago.
The crossover point
Compare accumulated revshare with the one-off CPA. The month where the first overtakes the second is your answer. If it arrives in month three, revshare pays — provided you can wait. If it has not arrived in six, your traffic is one-shot; take CPA.
At 1win Partners the CPA ceiling is $250 per player and revshare starts at 50%; your actual numbers depend on geo and quality — see what sets your rate.
What raises lifetime value
A warm source instead of a cold one. An audience that arrived from your own channel or from a discussion stays longer than one that was messaged directly. Hence the difference in approach — on sources.
What lifetime value ignores
Your costs. To get profit, subtract acquisition: accounts, proxies, time. How to count that: fleet cost and what an affiliate actually earns.
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