In the world of iGaming, where brands struggle to maintain the attention and loyalty of their players, the real difference is not just in the games or prizes, but in knowing how to measure and interpret the right metrics.
According to PropellerAds experts, the main iGaming metrics are strategic tools that allow you to adjust campaigns, improve player retention and maintain long-term profitability. Understanding the value of these metrics is a way to gain a competitive advantage and increase return on investment.
The role of iGaming metrics for affiliates
iGaming metrics are not isolated indicators, they provide essential insights into user behavior, campaign efficiency and business model sustainability. With the global iGaming market on the rise, monitoring these metrics is essential to know where to allocate investments and improve campaigns.
Key metrics and how they contribute to campaign success
Here are the most important metrics for those who want results:
1. Player Acquisition Rate (PAR)
This metric measures the effectiveness of campaigns in attracting new players. A high PAR indicates that marketing strategies are working well. For affiliates, this reflects the success of new user referral and engagement efforts.
2. Player Retention Rate (PRR)
Retaining players is even more important than acquiring new ones. PRR indicates the percentage of players who continue to use the platform over time. Affiliates who promote platforms with high PRR tend to see lasting gains, especially in the shared revenue payment model (RevShare).
3. Average Revenue Per User (ARPU)
ARPU measures the average revenue generated by each user. Platforms with high ARPU are ideal for campaigns aimed at higher-value users.
4. Average Revenue per Paying User (ARPPU)
This metric calculates the average revenue generated by users who make payments, focusing on the largest contributors. Affiliates working with high ARPPU platforms can target campaigns to attract these high-value consumers.
5. Gross Gaming Revenue (GGR)
GGR is the total revenue generated by players’ bets before deductions. It provides a clear view of a platform’s overall financial performance. Platforms with growing GGR indicate high engagement and are promising for affiliates.
6. Net Gaming Revenue (NGR)
NGR considers income after deductions for bonuses, taxes and premiums. It is an essential metric for measuring the real profitability of a platform and evaluating its sustainability potential.
7. Player Lifetime Value (LTV)
This metric represents the total value that a player generates throughout their relationship with the platform. Affiliates who understand players’ LTV can identify the best investment opportunities in long-term campaigns, ensuring greater returns.
8. Churn Rate
This metric indicates the percentage of players who leave the platform. A high churn rate is a warning sign, pointing out possible problems. Platforms with a low churn rate, on the other hand, indicate a loyal and attractive player base for affiliates.
9. Conversion Rate
Conversion rate measures the percentage of visitors who perform desired actions, such as registering or making a deposit. A high conversion rate is a reflection of an efficient user experience and well-executed campaigns.
10. Customer Acquisition Cost (CAC)
The CAC reveals the cost of acquiring a new player. For affiliates, it is important to keep the CAC low, ensuring that the amount invested in campaigns is recovered quickly.
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In addition to metrics and KPIs, PropellerAds supports campaign analytics, helping publishers adjust their strategies based on what works.
