KPIs on retention, bonuses and traffic in betting: growth and efficiency metrics

Last edited:

Victoria Tikhonova

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May 2, 2025

KPIs on retention, bonuses and traffic in the betting platform

The betting platform cannot be managed without clear key performance indicators (KPIs). Well-chosen metrics allow you to track how marketing works, how effectively players are involved and retained, which bonuses make a profit, and which ones make a loss. KPIs are the foundation for strategic decision-making and budget optimization.

Retention KPI

Metrics	Description
Day 1 / 7 / 30 Retention	How many players return after 1, 7 and 30 days
Mean frequency of visits	Number of sessions per week/month
Average Session Duration	Time spent on platform
Percentage of repeated deposits	How many players have made 2 + top-ups
Churn Rate	Percentage of players who left during the period

The goal: to increase engagement and extend the user's life cycle.

Bonus KPIs

Metrics	What measures
Bonus ROI	Gains from players receiving bonus/costs
Wagering (%)	Percentage of successful rebate conditions
Amount of bonuses issued	Total burden on the economy
Bonus Player Net Income	Contribution of bonus campaigns to total revenue
Bonus fraud	Level of abuse and multiaccounting

The goal: to balance the attractiveness of bonuses and their profitability.

Traffic KPI

Metrics	Description
CR (Conversion Rate)	Conversion from registration visit to deposit
ARPU / ARPPU	Revenue per player/paying player
CPA / CPL	Cost of player/lead acquisition
GEO conversion	Efficiency by region
Return sources	What channels lead to re-activation

Purpose: Optimize marketing and budget allocation by source.

Implementation and monitoring

Single dashboard with filters by time, GEO, channels

Integration with BI systems (Looker, Tableau, Power BI)
Export to XLSX/CSV and Analytics API
Configuring Automatic Alerts for Abrupt Changes
Period comparison, cohort analysis and segmentation by player type

Platform benefits

Conscious management of the economy and retention

Improve profitability of bonus campaigns
Fast response to low-value traffic
Improve user experience and product funnel
Reasonable optimization of marketing expenses

KPIs are not just numbers, but navigation for growth. A betting platform that tracks key metrics for retention, bonuses and traffic can scale efficiently, reduce costs and build long-term relationships with players.