Which of the following is a step to identify lifetime value?

• A. Segment users into groups and analyze the value of different groups over time based on how likely each group is to take specific actions.
• B. Measure multiple user events and conversions using your analytics platform.
• C. Use only a single event to estimate lifetime value.
• D. Ignore the lookback window.

Answer: (B)

Lifetime value measures the total value a user generates over their entire relationship with your app, so identifying it requires data from multiple actions that reflect monetization and engagement over time. By measuring multiple user events and conversions, you capture a fuller picture of how different behaviors contribute to revenue, not just a single action. This allows your analytics to model LTV across cohorts and time, accommodating different user paths and monetization patterns. Setting an appropriate lookback window is also important to include long-term value, rather than truncating earlier activity. While segmenting users by groups can reveal how LTV varies across cohorts, the foundational step is collecting comprehensive event data so the LTV calculation is accurate.