Blended Same Month Return - Examples
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y = .05 x
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Day1234567
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ARPDAU$0.05$0.05$0.05$0.05$0.05$0.05$0.05
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Cumulative ARPDAU$0.05$0.10$0.15$0.20$0.25$0.30$0.35
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Cohort1$0.05$0.05$0.05$0.05$0.05$0.05$0.05
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2$0.05$0.05$0.05$0.05$0.05$0.05
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3$0.05$0.05$0.05$0.05$0.05
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4$0.05$0.05$0.05$0.05
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5$0.05$0.05$0.05
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6$0.05$0.05
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7$0.05
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Total$0.35$0.30$0.25$0.20$0.15$0.10$0.05
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Blended Return$1.40
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Daily New Users (Installs)5000500050005000500050005000
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Average CPI$3$3$3$3$3$3$3
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Cohort Recoup (Absolute $)
$250.00$500.00$750.00$1,000.00$1,250.00$1,500.00$1,750.00
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Cohort Expense (CPI * Installs)
$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00
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Total Recoup ($)$7,000.00
Blended Return * DNU:
$7,000.00
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Total Expense$105,000.00
(this is $4.40 x 5000. Note that DNU would need to be weighted per cohort if
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Timeline Recoup Percentage
6.67%
every cohort wasn't the same size)
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y = .5 ln(x) + .02
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Day1234567
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ARPDAU$0.02$0.35$0.20$0.14$0.11$0.09$0.08
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Cumulative ARPDAU$0.02$0.37$0.57$0.71$0.82$0.92$0.99
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Cohort1$0.02$0.35$0.20$0.14$0.11$0.09$0.08
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2$0.02$0.35$0.20$0.14$0.11$0.09
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3$0.02$0.35$0.20$0.14$0.11
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4$0.02$0.35$0.20$0.14
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5$0.02$0.35$0.20
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6$0.02$0.35
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7$0.02
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Total$0.14$2.08$1.01$0.58$0.33$0.18$0.08
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Blended Return$4.40
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Daily New Users (Installs)5000500050005000500050005000
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Average CPI$3
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Cohort Recoup (Absolute $)
$100.00$1,832.87$2,846.53$3,565.74$4,123.59$4,579.40$4,964.78
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Cohort Expense (CPI * Installs)
$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00$15,000.00
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Total Recoup ($)$22,012.90
Blended Return * DNU:
$22,012.90
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Total Expense$105,000.00
(this is $4.40 x 5000. Note that DNU would need to be weighted per cohort if
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Timeline Recoup Percentage
20.96%
every cohort wasn't the same size)
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