The metrics we build — defined properly

Half the value of analytics is agreeing what a number means. This is the core vocabulary we govern for every client, so your dashboards and your finance team finally match — and every one of these drills down to the parameters underneath.

Metric	What it is	Why it matters
GGR	Gross gaming revenue	Total wagers minus winnings paid — the market's real size.
NGR	Net gaming revenue	GGR minus bonuses, taxes and fees — what actually reaches the P&L.
Hold %	Revenue ÷ wagers	How much of every unit wagered the business keeps. Small slips here are big money.
ARPU / ARPPU	Revenue per user / payer	Average revenue across all users, and across paying users.
Retention	D1 / D7 / D30	Share of a cohort still active after 1, 7, 30 days.
Churn	Attrition rate	Share of active players who stop in a period.
LTV	Lifetime value	Modelled net value of a player over their lifecycle.
Bonus cost	Promo & free-bet cost	Cost of incentives, and NGR after bonus — a classic hidden-cost parameter.
Payment / fee ratio	Cashier economics	Deposit & withdrawal volumes, conversion, failure rates and provider fees.

Wagers ("handle") are not revenue: they count every bet placed, including re-staked winnings. We always separate handle, GGR and NGR so a big "amount wagered" headline is never mistaken for money kept.

Last reviewed: 2026-07-29.