Issue 326

January 6, 2021


Growth

Predictive LTV UA Optimization — What Does It Mean, and Why Will It Soon Not Be Just a Big-Brand Game?

It's definitely true that CAPI in particular (especially the Subscription Lifecycle Events - see https://developers.facebook.com/docs/marketing-api/conversions-api/subscription-lifecycle-events) is making it much easier for brands to pass back LTV values and actually take action on them. Having to hack together a model and then pass a value back in a param attached to a custom event is a pain, and Ido and others are trying to make that whole workflow easier.IDOFRIDO.MEDIUM.COM

CRM

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