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iGaming KPIs: 15 numbers to review every month
Updated 3 Nov 2026 · IBO — iGaming Back Office
Dashboards make it easy to track fifty numbers and act on none. These fifteen cover revenue, players, acquisition, payments and profit — enough to explain any month. Read them against the plan, not only against last month.
Revenue
- GGR — stakes minus winnings. The top line.
- NGR — GGR minus bonus cost and gaming tax. What the business earned from play.
- Hold % — GGR ÷ turnover. Tells you whether a weak month was luck or less betting.
- Bonus cost % of GGR — how much of the top line you give back. Watch it during campaigns.
Players
- Active players — players who placed a real-money bet in the month.
- ARPU — NGR ÷ active players. Revenue per player; compare by product and market.
- Churn rate — share of last month’s active players who didn’t play this month.
Acquisition
- FTD — first-time depositors. The number that marketing is paid to deliver.
- Reg→FTD — FTDs ÷ registrations. Low conversion points at onboarding, payments or traffic quality.
- Cost per FTD — acquisition spend ÷ FTDs. Read it with how long a player takes to earn it back, not alone.
Payments
- Net deposits — deposits minus withdrawals. Cash that stayed.
- W/D ratio — withdrawals ÷ deposits. A jump can mean big wins or a payment problem.
- Payment costs % of deposits — fees and chargebacks against volume.
Profit
- Marketing % of NGR — how much of revenue goes back into growth.
- EBIT margin — EBIT ÷ NGR. The single number to compare months.
How to review them
Start at the top: did GGR and NGR hit plan? If not, was it players, turnover or hold? Then acquisition: did FTDs and Cost per FTD hold up? Then payments and profit. Each KPI should have a plan value and an owner who explains the variance.
In IBO
Most KPIs on this list are metric cards in IBO, calculated from the departments’ figures, with the plan next to the actual.