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Google Analytics 4 Metrics

LTV

Definition: The lifetime value (LTV) of your website or application displays the total amount of money made from sales. Based on the extra money you make, you can use the data to calculate the value of your users.

How it’s calculated: The purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events added together, less the refund events, is this metric.

Important: For troubleshooting advice on missing revenue data for this metric, refer to Fix missing revenue data.

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