In this session, Russell will show how the cost to acquire a conversion changes over time. This will be based on when customers were originally acquired, what they bought and much more. We will also go through how this impacts the logic used to calculate lifetime revenue and lifetime acquisition costs (which combine to form lifetime value).We will look at the data the advertising platforms provide and how they can be used to better understand what is actually going on when customers get involved. Who knew we couldn’t trust the advertising networks „truth“… we all did surely?