# Lifecycle Reports

### Retention - See: "Retention Rate"

{% embed url="<https://docs.adlibertas.com/the-platform/user-level-audience-reporting/advanced-reporting-methods/user-measurement-and-calculation-details#retention-rate>" %}

### LTV - See: Lifetime Value (LTV) Calculation

{% embed url="<https://docs.adlibertas.com/the-platform/user-level-audience-reporting/advanced-reporting-methods/user-measurement-and-calculation-details#lifetime-value-ltv-calculation>" %}