Paywall LTV: Revenue per Paywall Viewer and per Conversion

RevenueDot pairs customers with paywalls by first impression, the same as Paywall Conversion. A pair converted when the customer started a trial or bought within calendar days 0 to 3. For each converted pair, RevenueDot adds the customer's revenue from the first impression's day through the lifetime window, a selector with a default of 30 days.

Revenue is purchases, renewals and one-time purchases in USD at the purchase-date rate, minus refunds recorded inside the window. Trial starts add no revenue. The revenue is all of that customer's revenue in the window, not only the first purchase. Pairs are marked incomplete until the window has passed. The sandbox is excluded.

You can filter and segment by paywall, app, country, platform and app version. You can open it in the dashboard under Charts or fetch it with GET /v2/projects/{project_id}/charts/paywall_ltv. The response has the same shape as RevenueCat's Charts API, so scripts written for that API keep working. The secret key needs the charts_metrics:charts:read permission. The Charts guide lists every parameter.

One paywall, 1,000 viewers, 30 day lifetime window.

LTV per viewer is $1,950 / 1,000 = $1.95. LTV per conversion is $1,950 / 130 = $15.00.

A paywall that converts more is not always a paywall that earns more. A cheap weekly plan can convert well and then refund or churn faster than an annual plan. Paywall LTV puts the revenue next to the viewer count so you can pick the winner on money.

LTV per viewer is the number to compare with what you pay to get a viewer. LTV per conversion tells you what a converted customer is worth, which you can compare against the price of your plans.

How to read it

• Use the same lifetime window when you compare paywalls, and wait until it has passed.
• A 30 day window cannot see annual renewals. For annual plans use 365 days or compare the first payment only.
• LTV per viewer moves with the conversion rate. LTV per conversion moves with price and plan mix.
• A trial that ends after the window adds no revenue yet, so trial-heavy paywalls look low in short windows.
• Check Paywall Conversion for the reason behind a change in LTV per viewer.