Shamanth Rao

As the role of agencies and consultants shifts from 'grunt work' or heavy lifting to driving creative, audience and event experimentation, it becomes crucial to pick an agency that can support your growth in a manner that is aligned with how the algorithms powering UA platforms like Facebook and Google are evolving.

While oftentimes a healthy projected future LTV is a good sign that you have a sustainable, profitable UA strategy, what can sometimes get lost in the optimism of strong projections is that LTV is a made up number - and the map can sometimes differ from the territory.