Lifetime value of a user or a buyer is the total value business has from a customer, over the whole period of their relationship, from the first purchase, to date.

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LTV is incredibly important in understanding which kind of customers are profitable for your business, especially if your business spends money on user acquisition and/or is operating on recurring monetization.

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Stories are proven to be a prefered format for retaining users and increasing their LTV, due to its interactive format and buy-from-story feature.