Analyzing online casino’s KPIs is one of the most crucial growth aspects. With so much competition in the iGaming industry, you must be on top of your key performance indicators to stay ahead of the curve. But how?

While there are many important data points and KPIs you need to track, there are a few that we consider essential to monitor regularly. These include new player signups, active players, deposit amounts, bet sizes, games played, and time spent gambling.

Keeping a close eye on these metrics, will allow you to gain valuable insights into player behavior and make data-driven decisions to optimize our casino. 

In this article, we’ll dive into the major KPIs that all online casino operators should track to boost performance and profits.

Ready? Let’s get started!

partner marketing software for igaming industry

Understanding Different KPIs

Understanding and tracking various KPIs is instrumental in making informed decisions, optimizing operations, and ultimately driving business growth in the dynamic world of iGaming.

This table presents key performance indicators (KPIs) that are crucial to the success and growth of a casino or iGaming business. These betting and gambling metrics provide a comprehensive snapshot of various aspects of business performance along with what they measure:

KPIWhat Does It Measure?
Monthly Active Players (MAP)The number of unique players who log in and play at least once in a month.
Net Gaming Revenue (NGR)The gross bets minus the payout given to the players, which includes all monies received from players as stakes, less all monies paid out to players as winnings.
Customer Acquisition Cost (CAC)The total cost spent on acquiring new players (marketing, advertising, etc.) divided by the number of new players during that same period.
Customer Lifetime Value (CLV)The total net profit that a casino makes from any given customer throughout their lifetime of activity on the platform.
Net Promoter Score (NPS)A measure of customer loyalty and satisfaction; a high NPS indicates that players are likely to recommend the casino to others.
Retention RateThe percentage of active players who return to play on the site during a given period.
Deposit FrequencyThe number of deposits per active player in a specific period, showing how often players are depositing money.
Average Revenue Per User (ARPU)The total revenue divided by the number of users, indicating how much revenue each player is generating on average.
Churn RateThe percentage of players who stop using the online casino platform during a given period.
Conversion RateThe percentage of visitors who sign up and make a deposit indicates the effectiveness of the casino’s user acquisition strategies.

Average Deposit Amount: Tracking Your Players’ Spending Habits

As affiliate marketing software providers, we’re always trying to get inside our players’ minds to figure out what makes them tick, so we know what metrics to track. One of the best ways to do that is by analyzing their spending habits and average deposit amounts in casinos.

Analyzing Online Casino KPIs: How to Boost Performance and Revenue? - analyzing casino KPIs
Onlne Casino KPI dashboard by Scaleo

When you use affiliate software such as Scaleo, which provides key metrics like a GGR, NGR, and average deposit, you can optimize your marketing efforts and see which campaign brings in the biggest ROI. You see players making larger and more frequent deposits, so you know you’re giving them an experience they love and want more of. On the other hand, if average deposits start to drop off, it’s a sign we need to make some changes.

A higher average deposit amount often means:

  • You offer bonuses and promotions that truly resonate with players. You leverage generous welcome offers, free spins, and VIP programs, which tend to significantly boost deposits.
  • Your game selection is incredibly exciting and engaging. You understand that when players have a plethora of new games to try out, along with old favorites to return to, they are more likely to deposit additional funds to continue their gaming adventure.
  • Moreover, the ease of your website and the variety of payment options you provide facilitate the deposit process. When analyzing casino money handling process, it’s important to ensure that the cashier process is simple, fast, and offers a broad range of trusted payment methods. This approach helps to retain players who are, in turn, likely to deposit larger amounts due to the convenience you offer.

Tracking this KPI over time and testing different offers, games, and website changes allows you to provide the best experience for players. 

And when players are happy, your bottom line benefits too. Keeping an eye on average deposits is a win-win for any affiliate program.

Monthly New Player Registrations: Growing Your Player Base

The goal of every gambling outlet is to keep growing the player base month after month.

The more referrals through affiliates, the more opportunities to convert them into real-money players. With Scaleo, we can easily track how many new players register on the casinos you promote through various affiliate channels each month.

Analyzing Online Casino KPIs: How to Boost Performance and Revenue? - analyzing casino KPIs

casino KPI dashboard by Scaleo

Here are a few other ways to boost monthly new player registrations:

  • Run a welcome bonus campaign with bigger match bonuses for new players. People can’t resist a good deal!
  • Start posting on new platforms like TikTok to reach potential players where they’re already spending time. The key is optimizing content for each channel.
  • Revamp your email marketing flows to re-engage players who registered but haven’t made a deposit yet. A little nudge with an exclusive offer may get them to take action.
  • Try new traffic sources beyond social media, like streaming radio or podcast sponsorships. Broadening our reach will introduce our brands to new potential players.

Growing your player base will lead to more revenue in the long run, so put in the work to gain new players and keep them coming back.

Monthly Active Players: Ensuring Strong Player Retention

Analyzing Online Casino KPIs: How to Boost Performance and Revenue? - analyzing casino KPIs

Analyzing Monthly Active Players

As an online casino operator, your goal is to keep players returning to your site month after month, day after day. One of the best ways for you to analyze player retention is by tracking your Monthly Active Players, or MAP.

MAP refers to the number of unique players who log in and place a wager at least once within a calendar month.

You can gain insights into the following:

  • How well are you retaining existing players from the previous month?
  • Whether your player acquisition efforts are attracting high-quality players who stay around.
  • How seasonal factors like holidays impact gameplay. 
  • Whether changes you’ve made to the user experience or loyalty program resonate with players.

A steady or increasing MAP means you’re doing a good job keeping players engaged. If MAP drops significantly, it’s a sign you need to make improvements. 

Some ways we boost monthly active players, include:

  • Offering enticing monthly promotions and bonuses
  • Re-engaging lapsed players through email campaigns
  • Improving our game offerings and the overall playing experience
  • Strengthening our loyalty program with better rewards and incentives

You should diligently scrutinize the MAP reports each month to determine what’s working and what isn’t. The insights you gain help shape your strategic decisions and guide you toward building a sustainable player base. While increasing revenue and profits are obviously crucial, MAP is one of the metrics you rely on most to define long-term success.

Keeping players active and engaged is challenging in such a competitive industry. By making MAP a priority and taking action to improve it each month, you position yourselves optimally to thrive. Focusing on player experience and loyalty pays off, as satisfied, long-term players are the foundation of your business.

Net Gaming Revenue: Monitoring Your Bottom Line

One of the most important KPIs to monitor is net gaming revenue, or NGR. This measures the total bets minus winnings paid out to players. 

By tracking NGR, you can see how much money our affiliate links and marketing efforts are generating for the online casino.

Monitor Revenue Trends

Casino owners check NGR reports in our Scaleo software weekly to watch for upward or downward trends. If revenue is on the rise, you strive to discern what’s effective so you can amplify it. 

Perhaps you promoted a certain bonus offer that players loved, or a new slot game was released. Conversely, if Net Gaming Revenue (NGR) experiences a decline, swift changes are necessary.

You might pause underperforming campaigns, revamp your content strategy, or inquire with the casino about any technical issues. Keeping abreast of trends allows you to take action before a decrease in revenue escalates into a larger issue.

Compare Campaigns

NGR is also useful for comparing the success of different marketing campaigns. You can see which content, social posts, email newsletters, and other efforts are generating the most revenue for the casino, enabling you to make data-driven decisions about where to allocate your time and resources.

If slots content is outperforming poker content, for example, you’ll shift your focus towards creating more slots-related blog posts, videos, and social media updates.

Set Revenue Goals

Most importantly, you use NGR to set specific revenue goals and targets. You might aim for 5-10% monthly increases to ensure steady growth. Achieving these goals signifies that your partnership with the casino is profitable and sustainable. If you miss your targets, you re-evaluate your strategy and make adjustments to get back on track.

Monitoring NGR is essential for running a successful affiliate marketing campaign. By closely tracking this Key Performance Indicator (KPI), making data-informed decisions, optimizing top-performing efforts, and setting revenue goals, you can drive more profit for your online casino partners and your own business.

Concentrating on the numbers provides insights that aid in developing the most effective marketing strategies and maximizing your bottom line.

Casino KPI Dashboard

If you are serious about monitoring and constantly improving your affiliate marketing efforts, you will need a unified dashboard to monitor all your marketing efforts in one place.

This is where Scaleo comes into the picture!

Scaleo’s iGaming affiliate software allows you to pour all your marketing efforts into one dashboard, which will enable you to monitor all your marketing campaigns across various networks – in one place.

It’s like an all-in-one casino KPI dashboard.

What is the casino KPI dashboard? It’s a comprehensive tool that provides operators with valuable insights and casino analytics. It is designed to track and measure various key metrics, allowing operators to monitor and evaluate the performance of their casino operations.

Analyzing Online Casino KPIs: How to Boost Performance and Revenue? - analyzing casino KPIs

The dashboard includes a wide range of KPIs, such as:

Utilizing the casino KPI dashboard, allows operators to make data-driven decisions, identify areas for improvement, and optimize their overall casino performance. This, in time, leads to better profitability, attracts new players, and ensures the satisfaction and loyalty of existing customers.


As you can see, there are several key metrics that you, as an online casino operator, should monitor closely to optimize performance and increase revenue. Tracking key performance indicators like net promoter score, customer lifetime value, customer acquisition cost, and retention rates allow you to gain valuable insights into what’s working and what isn’t.

Casino analytics can provide valuable data. Using this data to enhance the overall customer experience through personalization, rewards, and streamlining the user journey will pay off significantly in the long run.

At the end of the day, the numbers don’t lie.

Making data-driven decisions and constantly testing and optimizing, will ensure that you stay ahead of the competition and keep players returning time and again. We hope this overview of essential KPIs was helpful!

Looking to get started with tracking your affiliate KPIs?

Try Scaleo free for 14 days. Schedule a demo call, and our representatives will show you how to set up, track, and achieve new goals in your marketing channels.

partner marketing software for igaming industry

FAQ: Common Questions on Analyzing and Improving Your Casino KPIs

Online casino operators, often have a lot of questions about how to analyze best and improve our key performance indicators (KPIs). Here are some of the most frequently asked questions we hear from our clients:

How often should we analyze KPIs?

We recommend analyzing your major KPIs on at least a monthly basis. Some KPIs like conversion rate and traffic should be checked weekly or even daily. The more often you analyze, the faster you can spot trends and make changes to improve performance.
Using affiliate software like Scaleo allows you to easily track KPIs in real-time.

What’s the best way to improve KPIs?

In other words, how do you increase casino revenue? There are several proven ways to boost your online casino KPIs:
Optimize your website for mobile: Most players now gamble on their phones, so a mobile-friendly site is key; analyze casino games across all resolutions to make sure they work flawlessly.
Provide fast payouts: Players want fast access to their winnings. Speed up payout times to keep them happy.
Offer generous bonuses: Welcome bonuses, reload bonuses, and free spins give players more incentive to sign up and keep playing.
Personalize the experience: Use player data to provide customized bonuses, promotions, and rewards tailored to each individual. If you use white label casino software and offer your affiliates a transparent casino dashboard, you can guarantee they will have a positive experience.
Improve your customer service: Fast, friendly customer support helps build loyalty and word-of-mouth promotion.
Diversify your gaming options: A wider selection of casino games, live dealer options, and sports betting attracts more players with diverse interests.
You’ll see steady growth in traffic, conversions, and revenue by frequently analyzing your KPIs and making ongoing im

What are the key performance indicators (KPIs) for online casinos?

Key performance indicators (KPIs) for online casinos include metrics such as player retention, customer acquisition cost (CAC), conversion rate, average revenue per user (ARPU), gross gaming revenue (GGR), net gaming revenue (NGR), and return on investment (ROI).

How can online casinos improve player retention using KPI analysis?

Online casinos can improve player retention by analyzing KPIs such as churn rate, engagement metrics, and customer satisfaction scores. By identifying patterns and trends in player behavior, casinos can tailor their marketing and promotional strategies to enhance player loyalty.

What are the best practices for analyzing and improving GGR and NGR in online casinos?

To analyze and improve GGR and NGR, online casinos should focus on tracking player spending patterns, optimizing marketing campaigns, and implementing targeted loyalty programs. By understanding the drivers of gaming revenue, casinos can make data-driven decisions to enhance overall performance.

How does analyzing KPIs contribute to boosting online casino revenue?

Analyzing KPIs allows online casinos to identify areas of strength and weakness in their operations, marketing, and customer experience. By leveraging data insights, casinos can make informed decisions to optimize performance, enhance player value, and ultimately increase revenue.

What role does affiliate marketing software play in analyzing online casino KPIs?

Affiliate marketing software like Scaleo plays a crucial role in analyzing online casino KPIs by providing deep analysis and detailed reports. It helps casinos track and measure key metrics, optimize affiliate partnerships, and gain valuable insights into performance to drive revenue growth.

What Casino Analytics Software is Best in 2024?

There are plenty of casino analytics software out there, some – like Scaleo, track, measure and analyze all the aspects of referred customers, others, like Google analytics, just analyze the traffic. Most casino software vendors already include a basic casino analytics software in their interface, to allow casino operators to have a better overview of their efforts.

What KPIs should we focus on?

Some of the most important KPIs for any online casino to track are:

  • Conversion rate: How many visitors actually sign up and make a deposit? A higher conversion rate means more players and revenue.
  • Deposit amount: How much are players depositing on average? Higher deposit amounts indicate players with more spending power.
  • Retention rate: How many players continue playing and depositing money after their initial signup? A higher retention rate leads to more loyal and long-term players.

Last Updated on June 7, 2024


Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.