Install value

Install value is the average value per install for each source/medium/keyword. It tells you how much each install is worth for each source/medium/keyword. You can use that to prioritize keywords and campaigns to expand, particularly if you don’t have many paying customers or if you’re trying new things and there are few paying customers and subscribers.  

Install value is calculated by multiplying the conversion rate of installs to paying customers for each source/medium/keyword by the average lifetime value (LTV) for that source/medium/keyword. 

Install value = Lifetime value * install to paying customer conversion rate

For instance, if LTV is $1,000 and 10% of installs become paying customers, the install value is $1,000*0.1=$100.