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Overview
The Long Term Value Report shows how a group of users keeps performing after they first show up. You decide what counts as showing up: a click, an impression, a conversion, or a specific event on an offer. The report then follows that group over time, with up to five metrics side by side.
It answers questions like these. Did the people who converted on October 1 keep spending? Is that group worth more after 30 days than the group from October 8? Which starting point produces the users who stay valuable?
The report builds on the Cohort Report. The Cohort Report shows how long people take to convert after a click. Long Term Value follows what a group does and earns over time, with more starting points, more metrics, and a longer view.
Why Use It?
- See Value Over Time: Track revenue, conversions, and other metrics for the same group of users across days.
- Find Your Best Users: Spot the groups that keep spending long after the first conversion.
- Judge Traffic Fairly: Compare cohorts that started on different days, from different sources, or on different offers.
- Use Your Own Data: Track custom data points that you send through Customer Value, such as in-app purchases or player level.
How Is It Different From The Cohort Report?
Both reports group users by the day they started. Here is where they differ.
| Cohort Report | Long Term Value Report | |
|---|---|---|
| Main question | How long do people take to convert after a click? | What is a group of users worth over time? |
| Cohort starts from | The top-level metric you pick, such as clicks | First click, first impression, first base conversion, or an advertiser or offer event |
| Metrics | A top-level metric and one secondary metric | Up to five metrics at once, including custom data points |
| Longest date range | 30 days | 60 days |
| Time view | Day columns | By Day or By Range |
Use the Cohort Report when you only need to know how quickly users convert. Use Long Term Value when you want to know how much those users are worth afterward.
Accessing The Report
Open the Analytics menu and select Long Term Value:
Setting Up Your Report
The controls sit across the top of the page. Set them from left to right, then run the report. The page tells you which fields are still required.
Click Time Interval. Pick a preset (Today, Yesterday, This Week, Last 7 Days, Last Week, Month to Date, or Last Month) or choose your own dates on the calendar.
You can select up to 60 days. The report builds one cohort for each start date inside this range.
Set Conversion Event Level to Global, Advertiser, or Offer.
A single report cannot track both specific Advertiser and Offer events at the same time. To get a general overview of both, select Global. To get metrics for specific events, select Advertiser or Offer, then choose which advertiser or offer you want. The events from that advertiser or offer become available as cohort criteria and metrics.
Set Cohort Criteria to the first thing a user must do to join a cohort. The date of that first activity decides which cohort the user belongs to.
The standard options are First Click, First Impression, and First Base Conversion. If you chose an advertiser or an offer in the previous step, its events appear here too.
Click Add Metrics and pick up to five metrics. Each metric group opens its own list. Search the list to find a metric faster, and click the X on a chip to remove it.
At least one metric is required. The next section lists every group.
Click Add Filter to narrow the report. The filter list includes Offer, Advertiser, Partner, Offer Group, Coupon Code, Partner Tier, Tracking Domain, Offer URL, the manager fields, and your Sub and Adv parameters. Choose a filter, then select one or more values.
Click Run Report. The results appear below the controls.
Use the timezone and currency menus in the top right corner to change how dates and money are shown. Pick them before you run the report.
Metric Groups
Add Metrics organizes metrics into six groups.
| Group | Metrics |
|---|---|
| Click Tracking | Clicks, Duplicate Clicks, Invalid Clicks, Unique Clicks, Impressions |
| Conversion Metrics | Conversions (CV), Events, View-Through Conversions (VT CV), View-Through Events (VT EV) |
| Cost Metrics | Cost Per Action (CPA), Cost Per Click (CPC), Cost per Mille (CPM), Payout, Media Buying Cost |
| Custom Data Points | The numeric data points your network sends through Customer Value, for example Total In-App Purchases or Player Level |
| Performance Rates | Click-Through Rate (CTR), Conversion Rate (CVR), Event Rate (EVR), Earnings Per Click (EPC), Revenue Per Click (RPC), Revenue Per Action (RPA) |
| Revenue & Sales Metrics | Average Sale Value, Revenue, Gross Sales (GS), Profit, Margin, Return on Ad Spend (ROAS), View-Through Gross Sales |
To learn how to send your own data points, see Introduction To Customer Value.
Reading The Results
Each row is a cohort: the users who first completed your cohort criteria on one date. The row label tells you the date, for example "Clicks as of 11/03/2026". Next to it you will see these columns.
- Users: How many users joined the cohort that day.
- Metrics Totals: Your metrics added up across the whole cohort.
- Metrics by day or Metrics by range: The same metrics, split over time. Every cell lists your chosen metrics one under another.
By Day
View your performance day by day. This view is best for seeing retention trends and drop-off. Each column shows what happened on that day after the cohort started: Day 1, Day 2, Day 3, and so on.
By Range
View your cumulative metrics across specific time blocks. Each range shows the total data accumulated up to that point. Depending on your date range you will see blocks such as Day 1, Day 1 to 4, Day 1 to 7, and Day 1 to 30.
How To Read A Range
Look at one cohort and read across. If the Day 1 block shows $250 and the Day 1 to 30 block shows $1,100, the same group brought in $850 more after the first day. Use By Range to see how fast a group pays back, and By Day to see where activity fades.
Cohorts Still In Progress
Recent cohorts have not had time to reach their later days. Their later columns stay empty until the data arrives. Compare older cohorts with older cohorts, and read the newest rows with care.
Sharing And Checking Your Report
Click the three dots in the top right corner to open the report menu.
- Copy Link to Report: Copies a link that opens the same report, with the same settings, for a colleague.
- Show API Request: Shows the exact request behind the table, ready to copy as a curl command, so you can pull the same numbers through the API.
A Real-Life Example
Imagine you promote a mobile game. The game has an offer with two events after the install: Level 10 Reached and In-App Purchase. You want to know whether players who install this week keep spending.
- First, set Conversion Event Level to Offer and choose your game offer.
- Next, set Cohort Criteria to First Base Conversion, so each cohort is the players who installed on one day.
- Then, add the metrics Conversions, Revenue, and Gross Sales.
- Last, run the report and switch to By Range.
For illustration, say last Monday's cohort has 100 players. The Day 1 block shows $250 in revenue. The Day 1 to 7 block shows $700, and the Day 1 to 30 block shows $1,100. That cohort kept paying for a month. If another traffic source brings players whose Day 1 to 30 total is barely above Day 1, you have found the source that delivers one-time users.
Best Practices
- Start with a 7 day range and add days once the picture is clear.
- Keep your metrics few. Three focused metrics are easier to read than five.
- Use By Day to see drop-off and By Range to see payback.
- Use the Offer level when you want to follow specific events, and Global for a general view.
- Filter by Partner or Offer Group to compare traffic sources on equal terms.
Common Questions
Those cohorts have not reached their later days yet. The columns fill in as time passes.
First Impression is only available to networks that have the impressions package.
No. A report tracks one level at a time. Choose Global for a general overview, or pick Advertiser or Offer to follow specific events.
60 days.
They come from the data your network sends through Customer Value. Once a numeric data point exists, it appears under Custom Data Points in Add Metrics.
