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.

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 dollar wagered the business keeps.
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.
Deposit / withdrawal	Cashier flows	Volumes, conversion and failure rates in the cashier.

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.