KPI (Key Performance Indicator)
The standard iGaming KPI set covers acquisition (FTDs, CPA, conversion rate), monetisation (GGR, NGR, ARPU), engagement (active players, session length…
The standard iGaming KPI set covers acquisition (FTDs, CPA, conversion rate), monetisation (GGR, NGR, ARPU), engagement (active players, session length, retention) and cost (bonus ratio, payment cost, tax rate).
Definitions must be fixed centrally; the same KPI calculated differently by marketing and finance is a common source of misaligned decisions.
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