By itself, a metric like ARPU only tells you how much a user is worth over a set amount of time. By combining it with retention, LTV gives a marketer a rough model that can be used to predict the user’s future value. This can show that a user delivers more value in the long-term than average revenue, which enables the marketer to increase the budget to their user acquisition campaigns, giving them a better chance of acquiring more valuable users. Learn more about why LTV is more important than other metrics: Lifetime Value