When I checked the LTV in the Revenue app a week or two ago, the LTV for the fourth month (which is the longest time period available in our account so far) was around $45. Now the LTV for the fourth month is about $33. There haven't been any refunds, so how is it possible that the LTV for the same time period (the fourth month) could go down? The time span of the report has not changed. I would have thought that without refunds, the LTV can only increase.
Best answer by sarahhorton