Profit is calculated by subtracting CAC from LTV. In ASA CAC is CPA, and LTV is whatever your conversion rate from install to purchase * number of installs
**Profit** = LTV - CAC
Average cost-per-acquisition (CPA) is total spend divided by the number of installs (downloads) received within a period.
**CPA** = Total Ad Spend / Number of Installs
**Number of Installs** = Number of Taps * CR
The conversion rate (CR) is the total number of installs received within a period divided by total number of taps within the same period.
**CR** = Number of Installs / Number of Taps
Average cost-per-tap (CPT) is the average amount you’ve paid for a tap on your ad.
**Average CPT** = Total Spend / Number of Taps
**Number of Taps** = Number of Impressions * TTR
The tap-through rate (TTR) is the number of times your ad was tapped by customers divided by the total impressions your ad received.
**TTR** = ****Number of Taps / Number of Impressions