Configuration & Advanced Settings

Once your billing and ad platforms are connected, these settings let you customize how data flows and optimize for your specific business model.

Configuration Categories

Event Mapping

By default, we send all subscription events to all connected ad platforms. Event mapping lets you customize which events trigger updates and how they're named.

Default Configuration

Out of the box, trial starts send to all platforms, first payments adjust Google Ads conversion values and send Subscribe events to Meta/TikTok, renewals continuously update all platforms with new LTV, upgrades immediately adjust values across all platforms, downgrades optionally update platforms (recommended to enable), cancellations optionally stop tracking (recommended for Meta/TikTok), and refunds decrease reported values on all platforms.

Custom Event Mapping

To customize event mapping, go to Settings → Event Mapping. Select the billing event you want to configure, choose which ad platforms should receive it, set custom event names for Meta and TikTok, define how value should be calculated for that specific event, and save your configuration.

For example, if you have an enterprise upgrade path, you might map the billing event "enterprise_upgrade" to adjust Google Ads value by +$500, send it to Meta as a custom "EnterpriseUpgrade" event, and skip sending to TikTok if that platform doesn't drive enterprise customers.

Attribution Windows

Attribution windows control how long we track and update conversion values after the initial conversion. Ad platforms have maximum limits: Google Ads allows 90 days, Meta Ads allows 28 days, and TikTok Ads allows 28 days.

Choosing Your Window

For low-touch SaaS ($10-50/month), the default 90-day window works well since most value is captured quickly. For mid-market products ($50-200/month), consider extending to 180 days internally (even though platform limits apply) to track true customer value. For enterprise subscriptions ($500+/month), track internally for 365 days since annual contracts are common and platform limits won't capture full value.

The trade-offs matter: longer windows provide more complete LTV data and enable better long-term optimization, but they delay insights and use more API calls. Shorter windows give faster optimization feedback and lower API costs, but miss long-term value and can penalize products with longer sales cycles.

Configure attribution windows at Settings → Attribution → Custom Windows. Note that platform-imposed limits can't be exceeded—Google's 90-day and Meta/TikTok's 28-day limits are hard caps. Track internal LTV separately for longer periods if needed for your own analysis.

Value Calculation

Choose how we calculate and report LTV to ad platforms.

Calculation Methods

Cumulative Revenue (default) sums all payments to date. Use this for standard SaaS subscriptions. Example progression: Month 1 shows $50, Month 2 shows $100, Month 3 shows $150.

Gross Margin Adjusted multiplies revenue by your gross margin percentage to account for direct costs. Formula: Revenue × Gross Margin %. If you have $50 revenue with 80% margins, we report $40 value. Use this when you have high infrastructure or delivery costs.

Net Revenue subtracts refunds and chargebacks automatically. Use this if you have refund rates above 5% to avoid reporting inflated values. When refunds occur, we automatically reduce the reported LTV.

Predicted LTV estimates full lifetime value early based on current MRR and expected lifetime. Formula: Current MRR × Expected Lifetime (months). This gives ad platforms an immediate optimization signal but is less accurate and may mislead algorithms initially.

Configure value calculation at Settings → Value Calculation and choose the method that matches your business model.

Data Privacy

Control what customer information gets sent to ad platforms to comply with privacy regulations.

Personal Data Handling

By default, email addresses are SHA-256 hashed before sending, phone numbers are SHA-256 hashed, names are hashed, IP addresses are sent for attribution, and user agents are sent for device matching.

You can customize these settings at Settings → Privacy → Data Handling. For email, phone, and name, choose between hashing (recommended), excluding entirely, or sending plaintext (not recommended). For IP address and user agent, choose to send or exclude.

Compliance Presets

For GDPR compliance (EU), hash all PII and exclude unless explicit consent is provided. For CCPA compliance (California), hash all PII and honor opt-out requests immediately. For general privacy-conscious setups, hash email and phone but send IP address for attribution. For maximum privacy, exclude all PII and rely only on click ID matching.

Consent Management

Choose your consent model at Settings → Privacy → Consent. Opt-in (strict) only sends data for users who explicitly consented—best for GDPR but may reduce match rates by 20-40%. Opt-out (permissive) sends by default but stops immediately when users opt out—better match rates but requires honoring opt-outs. No consent tracking sends all conversion data and relies on platform privacy settings—only appropriate for non-personal data or B2B contexts.

You can integrate with consent management platforms like OneTrust or Cookiebot to automatically respect user preferences.

Update Frequency

Control how often ad platforms receive LTV updates. This affects both API costs and optimization speed.

For high-volume businesses (1000+ events/day), use hourly or daily batches. For low-volume (<100 events/day), real-time works well. If budget is tight, use daily batches or renewal-only. If you need fast optimization, use real-time. For stable customer bases with low churn, daily batches are sufficient.

Configure at Settings → Updates → Frequency. Note that most ad platforms charge per API call, typically $0.001-0.01 per update.

Platform-Specific Advanced Settings

Google Ads

At Settings → Ad Platforms → Google Ads → Advanced, you can select which conversion action to update if you have multiple, choose whether to include offline events, set your currency if not USD, and select between absolute or incremental value adjustment methods.

Meta Ads

At Settings → Ad Platforms → Meta → Advanced, enable event deduplication to prevent duplicate events (keep this enabled), set the action source (website, app, or other), add a test event code for verification, and map custom event names if needed for specific reporting.

TikTok Ads

At Settings → Ad Platforms → TikTok → Advanced, choose between standard or enhanced event matching, select which properties to include in events, and set your attribution model (last click or multi-touch).

Common Configuration Scenarios

High refund rate (10%+ refunds within 30 days): Enable net revenue calculation, turn on refund event tracking, and set a 30-day waiting period before first update. This ensures ad platforms see accurate post-refund values.

Enterprise sales with 180-day cycles: Set attribution to maximum allowed (90 days for Google), use predicted LTV with 6-month projection to give early signals, and track internal LTV separately for long-term analysis beyond platform limits.

GDPR compliance required: Use the GDPR compliance preset, enable opt-in consent mode, hash all PII before sending, and connect your consent management platform to automatically respect user choices.

Multiple product lines: Create custom events for each product line, set up separate conversion actions in Google Ads per product, and map each product's events to the appropriate conversion action for clear attribution.

Verification

After changing configuration, verify it's working correctly. Send a test event and check that it arrives at ad platforms, confirm event values match your calculation method, verify privacy settings are applied correctly, check that attribution windows are appropriate, confirm update frequency matches your selection, and verify custom event names appear in ad platform reporting.

Troubleshooting

Values incorrect in ad platforms: If too high, ensure you're using net revenue, not gross. If too low, check that gross margin adjustment isn't too aggressive. If missing updates, verify update frequency isn't too restrictive. If wrong currency, check currency settings match your billing platform.

Privacy compliance issues: If PII appears in plaintext, enable hashing for all personal data. If you can't honor opt-outs, connect your consent management platform. If seeing GDPR warnings, switch to opt-in model and hash all data.

Performance issues: If API costs are high, reduce update frequency to hourly or daily. If optimization is slow, increase frequency or use predicted LTV. If match rates are low, include more customer data (hashed) for better platform matching.

For support, email admin@ltvsaas.com with which setting you're configuring, your business model or use case, what you're trying to achieve, and current behavior versus expected behavior. We typically respond within 24 hours.

Next Steps

After configuration, monitor for 7 days to ensure settings work as expected, review your Dashboard to check event processing and value calculations, verify ad platforms are receiving data correctly, optimize settings over time based on performance, and review quarterly to ensure configuration still aligns with business changes.

Your configuration should evolve as your business grows and changes. What works at $10k MRR may need adjustment at $100k MRR.