What gets measured gets improved.

For iGaming, that means success isn’t just about lucky streaks — it’s about knowing your numbers. Or, more precisely, knowing the right numbers to keep a new online casino growing.
Finding the right KPIs to track for your iGaming platform takes time, not just because it’s tricky but because you need to focus on changes as your business evolves. 

Solve these three problems, and you’re already on the way to better business decision-making. 

This article covers them all, along with the basic strategy and KPIs that should form the backbone of your back-office analytics. 

Before you start

Before tracking even starts, you need to understand your goals.
There are six areas to focus on to improve your iGaming operations, engage and retain customers, and ensure high ROI: 

Let’s look at how analytics and reporting work in each case.

Player behaviour analysis

Tracking player behaviour begins with what you want your players to achieve and working backwards, splitting the flow into the steps they need to take. Two obvious goals are getting new customers to make a first deposit and getting regulars to withdraw funds less frequently so they deposit them into new plays and stay with you.

Once you’ve outlined your flows or funnel, you have a benchmark to compare against. You’ll often find players deviate from the target flow, and that’s okay. Since your funnel is divided into steps, you can easily spot where and why your players take a wrong turn. 

Game performance

One step down from overall behaviour is player involvement in a particular game. Tracking game performance lets you offer players similar games, just with a slightly different UI and mechanics. It keeps their experience fresh and means they stay in a game longer.

Marketing campaigns and promotions

The third area to monitor is your marketing activity. When evaluating marketing ROI, there are two campaign types: standalone campaigns and ones that are part of your retention flow. 

Balancing both types of campaigns helps you respond to short-term opportunities while building a loyal customer base.

Customer support

Customer requests are particularly valuable for detecting gaps in your player funnel. 

First of all, group similar requests together to assess their criticality and frequency. It’s all about priority since you may face issues that require same-day solutions. If you don’t act fast, these issues can escalate and affect more users — and, ultimately, your bottom line. 

Support feedback also allows you to take a proactive approach to improving customer support effectiveness in casinos. If players often raise similar issues, it may be a sign your FAQ section needs updating. 

iGaming compliance and regulation reporting 

Your regulator will need you to report game and payment activity, maybe daily or at the end of each gaming session. Here, you need to ensure your internal reports match the format you use to submit data since discrepancies don’t just come from errors in reports. They also come from the approach, i.e., how different systems and companies create those reports.

Use reports with the structure defined by your iGaming solution provider to minimise the risk of inconsistency.

Financial health

To get the most out of your iGaming profitability metrics, take into account all your major expenses:

All these things come on top of regular business expenses like licensing fees and salaries. Monitoring and adjusting this complex model is key to staying viable as a business.

This is the big picture of analytics and reporting in online gaming. Now, let’s get down to details — the metrics.

Key iGaming reporting metrics

Your final list will vary based on your business strategy, but the core metrics that drive success start with conversions and retention.

Conversions from views to registrations

As the name suggests, this metric shows the number of people who visit your casino website and create an account.

Conversions from registrations to first deposits

This is your next big step in growth. At this stage, a new expense item appears on your list: paying an affiliate partner for new player traffic.

Deposit-withdrawal ratio

This metric lets you assess your casino profitability in a certain period. It’s important to track transaction value, not number (although a higher number of withdrawals is also a red flag for ROI). 

Gross gaming revenue (GGR)

GGR lets you understand how much profit you get from players who actually play games. Its formula is total bets minus payouts. 

This game performance metric is particularly helpful for evaluating a specific game’s ROI. It matters because for some games, return to player (the percentage of all money a game pays back to players) will be significantly lower than GGR, meaning players will just lose money and end up quitting. 

Once you’ve identified underperforming games, you can remove them from top positions or just disable them for some time to avoid player discouragement. 

Net gaming revenue (NGR)

This metric is similar to GGR but factors in all expenses. NGR can be used to measure a game’s ROI, assuming you have data on promotions and bonus programs for a specific game.

Average deposit rate, frequency of deposits, and withdrawal rate

Look to keep your average deposit rate and frequency of deposits high, meaning users play high-stakes games often. A low withdrawal rate indicates players don’t rush to withdraw funds, so they’re more likely to play again soon. 

Player lifetime value (LTV)

LTV is the total amount a player spends or is projected to spend in a game. Understanding GGR, deposit frequency, and withdrawal rate can help you predict LTV more accurately for different player segments.
This is key since casino profit is more about retention and LTV than short-term engagement:  casinos can have high revenue yet spend the lion’s share on customer acquisition.

Automating iGaming reporting

A good data visualisation and reporting stack doesn’t have to be fancy. Platforms like Tableau and Google Data Studio will cover most needs, or take Metabase as a simpler option. A managed data warehouse like BigQuery with any visualisation tool on top of it can give you a cost-effective toolkit with good reporting. 

If you want to go deeper and avoid the hassle of integration, you can opt for a more intelligent setup with advanced features.

Know your numbers and grow with VeliTech

iGaming reporting metrics should translate into real gains for your gaming business, and the best places to start are player retention, segmentation, and regulatory alignment. But in the end, KPIs are just one piece of the puzzle.

That’s why we built a product suite supporting all aspects of a casino business. Our unique iGaming ecosystem helps with everything from casino marketing through back-office operations to player engagement and growth, making it easy to launch a brand or scale an existing one:

Ready to supercharge your casino launch and operations? Get in touch, and we’ll advise you on your perfect toolset!