Top 3 Metrics for Traffic Analytics in iGaming

Top 3 Metrics for Traffic Analytics in iGaming

In iGaming, traffic is the foundation upon which everything else is built. A great product alone does not guarantee success. To derive real value, traffic must be analysed with the right metrics.

Return on Investment (ROI): A Core Metric

The formula is (Revenue - Costs) / Costs. Two key aspects demand attention. First, calculating ROI requires a suitable methodology that considers context, cash flow, and all expenses woven into the Net Gaming Revenue (NGR). Second, tracking ROI through cohort analysis is optimal. It simultaneously evaluates payback across cohort and lifetime, facilitating timely response to changes.

VIP Share: An Overlooked Metric

The formula is VIP Users Count / Total Users Count. Consider a scenario where you have 500 First Depositors and the cohort's ROI is positive. The question is whether this is due to uniform high average metrics across all players or if one VIP player influenced the outcome. Understanding VIP Share clarifies the sustainability of cohort profitability.

One Dep Users Share: Indicator of Real Cohort Value

The formula is Users with One Deposit Count / Total Depositors Count. Real value stems from user lifespan and cumulative Lifetime Value (LTV). Cohorts with smaller transactions, but longer lifespan, are more valuable than impulsive players with higher stakes but quicker dropout. Healthy traffic often features no more than 40% one-time depositors, though this varies across markets.

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