35 Key Metrics Every iGaming Business Should Track

Running an iGaming business is a wild ride. One minute you’re celebrating a spike in new signups, the next you’re wondering why your top players have disappeared. With customer support buzzing, compliance always lurking, and growth targets getting higher, it can feel like you’re juggling fire.

This is where the right metrics make all the difference. Not the pretty ones that sit on a dashboard looking important, but the ones that actually help you understand what’s working, what needs fixing, and where to go next.

In this piece, we’re diving into the numbers that truly matter. From game performance to player support to staying on top of compliance, you’ll get a clear picture of the KPIs every iGaming business should be watching. Let’s get into it.

Business Metrics

The following are the main metrics that would determine the overall health of your business. How much are you spending to acquire new players? What’s your churn rate? These metrics will help you tell a clear story.

1. Player Acquisition Cost (PAC)

PAC = Total Marketing Spend / Number of New Players Acquired

This tells you how much it costs to bring in each new player. If it’s higher than your average LTV, you’re burning cash. Watch this closely across different acquisition channels.

2. Lifetime Value (LTV)

LTV = Average Revenue Per User (ARPU) × Average Player Lifespan

This shows how much revenue a player brings in before they churn. Knowing your LTV helps you set safe limits for acquisition spend and guides loyalty and retention strategy.

3. Churn Rate

Churn Rate = (Players at Start of Period – Players at End of Period) / Players at Start of Period

A rising churn rate means players are leaving faster than you can replace them. This can signal issues with game design, user experience, or customer support.

4. Average Revenue Per User (ARPU)

ARPU = Total Revenue / Active Users

ARPU helps you understand the average revenue generated per active player, offering a snapshot of overall monetization performance. While useful, keep in mind that a small percentage of high-value players often drive a large share of revenue.

Use ARPU alongside player segmentation to identify underperforming segments and fine-tune your monetization strategy more effectively.

5. Net Gaming Revenue (NGR)

NGR = Gross Gaming Revenue – Bonuses – Taxes – Fees

This is your actual revenue, stripped of fluff. Focus on this number for a realistic view of financial performance.

Gaming Metrics

These metrics don’t just measure performance; they predict it. Get this right, and you’ll have the insights needed to optimize revenue, player retention, and platform growth. Want to know what keeps players coming back after their first win? This is where you start.

6. Game Session Length

Average Session Length = Total Session Time / Number of Sessions

Longer sessions often signal higher engagement but keep an eye on whether that translates into revenue or just passive play.

Remember, anything over 10 minutes suggests meaningful engagement, especially for casual slots or RNG games. For table games, the ideal game session length should be between 15-30 minutes.

7. Return to Player (RTP) Rate

RTP = (Total Winnings / Total Stakes) × 100

Operators must balance RTP to ensure fairness and profitability. Too high, and margins shrink. Too low, and players churn.

What’s good:

• 95%–96.5% for slots is a solid balance; competitive without eroding margins.
• RTPs above 97% may attract more play but watch profitability.

8. Bonus Conversion Rate

Bonus Conversion Rate = (Players Who Met Wagering Requirements / Players Who Claimed Bonuses) × 100

This shows how effective your bonus system is at driving real gameplay, not just bonus hunting. It also affects NGR and player stickiness.

What’s good:

• Above 35% suggests players are finding value in the bonus and following through with wagering.
• Below 20% may indicate unclear terms, irrelevant rewards, or abuse patterns.

9. Active Players (DAU/WAU/MAU)

DAU = Daily Active Users

WAU = Weekly Active Users

MAU = Monthly Active Users

Tracking DAU, WAU, and MAU gives you a window into how often players return. Strong DAU/MAU ratios are a good sign of product-market fit.

General activity benchmarks:

• Healthy DAU growth: 5%–10% month-over-month
• MAU churn (inactivity, account closures): Less than 15% per month is ideal
• Reactivation rate: 20%+ reactivation of dormant users through CRM campaigns is strong

Customer Support Metrics

Great support is a competitive edge in iGaming. The goal isn’t just speed or automation. It’s about building trust, reducing churn, and creating a service experience that feels just as polished as the games you’re offering.

These KPIs help you measure support performance across all channels, from AI agents and customer service automation to human reps, and ensure every player interaction ladders up to building loyalty.

10. First Response Time (FRT)

FRT = Time of First Agent Response – Time of Initial Player Message

This shows how long it takes your team to respond to a player’s first message. Faster response times mean higher satisfaction and fewer abandoned chats.

Ideal:

• Live chat: Under 30 seconds
• Email/ticketing: Within 1–2 hours
  Fast FRTs reduce drop-offs and set a positive tone for the entire interaction.

11. Average Resolution Time (ART)

ART = Total Time to Resolve All Tickets / Number of Resolved Tickets

Tracks how long it takes, on average, to fully resolve a player issue. High ART can indicate process inefficiencies or complex handoffs.

Ideal:

• Live chat: Under 15 minutes
• Email/tickets: Within 4–6 hours for standard tickets
  Lower ART suggests smoother processes and fewer unnecessary handoffs.

12. First Contact Resolution (FCR) Rate

FCR = (Tickets Resolved on First Contact / Total Tickets) × 100

Measures how often issues are resolved in a single interaction. High FCR means fewer follow-ups and happier players.

Ideal:

• 70%–80% is considered strong
• Over 85% is excellent
  High FCR means fewer follow-ups, higher satisfaction, and reduced workload.

13. Customer Satisfaction (CSAT) Score

CSAT = (Positive Survey Responses / Total Responses) × 100

Tells you how players rate their support experience, usually after a chat or ticket. A quick gut-check for player happiness.

Ideal:

• 85%–90%+
  Anything above 90% is a sign your support is delivering consistently positive experiences.

14. AI Agent Containment Rate

Containment Rate = (Queries Resolved by AI Without Escalation / Total AI Queries) × 100

Shows how effective your chatbot is at handling queries without needing a human. A higher rate means cost savings and faster service.

Ideal:

• 60%–80%
  Higher is better, but only if the AI is resolving queries accurately. Beyond 80% is possible for mature, well-trained bots.

15. Escalation Rate (AI to Human)

Escalation Rate = (AI Interactions Escalated to Agents / Total AI Interactions) × 100

Measures how often your AI needs to hand off a player to a human. High rates suggest your bot is undertrained or misrouted. You can improve it by refining intent recognition and escalation triggers.

Ideal:

• 20%–40%, depending on AI agent design and coverage.
  High escalation may point to gaps in AI agent training or unclear intent detection.

16. Live Chat Response Time

Live Chat FRT = Sum of First Responses in Chat / Number of Chats

Calculates average wait time in live chat. This gives you the average time it takes for an agent to respond to the initial message in a chat session.

Ideal:

• Under 30 seconds
  Beyond one minute, abandonment risk increases, especially for mobile users.

17. Ticket Volume by Channel

Segment total ticket volume by source: chat, email, AI handoffs, mobile, in-game

Helps you understand where support demand is coming from. Useful for resourcing and identifying gaps in automation.

18. Resolution Rate

Resolution Rate = (Resolved Tickets / Total Tickets) × 100

Tells you how many issues are getting fully resolved. Low rates can point to unclear responses or missed follow-ups. Improve it by implementing ticket status tracking and automated follow-ups.

Ideal:

• 90%–95%+. Lower rates suggest broken handoff processes or poor documentation.

19. Agent Utilization Rate

Utilization = (Time Spent on Support Tasks / Total Scheduled Time) × 100

Measures how efficiently your agents’ time is being used. Under or over-utilization both impact team morale and performance.

Ideal:

• 70%–85%
  Below 60% may indicate underutilization; above 90% risks burnout. The sweet spot balances productivity and breathing room.

20. Interactions per Ticket

Average = Total Interactions / Total Tickets

Shows how many back-and-forth messages it takes to solve a problem. Fewer is better; players want quick, clear answers.

Ideal:

• 1.2 to 1.6 interactions per ticket for well-optimized workflows.
  Fewer touchpoints = clearer answers and more efficient communication.

21. Support Cost per Contact

Support Cost = Total Support Ops Cost / Total Support Interactions

Reveals how much you’re spending to resolve each player issue. Helps assess the ROI of automation and agent efficiency.

Ideal:

Varies by region and staffing model, but generally:

• $1–3 per AI-resolved interaction
• $5–10 per live agent chat
• $10–25 per email/ticket

Use this metric to justify AI investment and streamline human workflows.

22. Missed Chat Rate

Missed Chats = (Unanswered Chat Requests / Total Chat Requests) × 100

Tells you how many players didn’t get a response when they reached out via live chat. A major red flag for player trust. Ideally, it should be under 3%.

However, if you’re using an AI Agent, you don’t have to worry about any missed chats. The AI Agent serves as the first tier of support, answering questions and escalating chats if necessary.

23. Net Promoter Score (NPS) for Support

NPS = % Promoters – % Detractors

Captures how likely players are to recommend your platform based on their support experience. Strong predictor of long-term loyalty.

Ideal:

• +30 to +50 is good
• +50 to +70 is great

Higher NPS correlates with stronger brand trust and retention.

24. SLA Compliance Rate

SLA Compliance = (Tickets Resolved Within SLA / Total Tickets) × 100

Monitors how well your team is meeting promised resolution or response times. Critical for VIP player management and B2B agreements. Ideally, it should be above 95%.

Compliance and Risk Management Metrics

Compliance and risk management constitute the foundation of your license, your trust with players, and your long-term viability.

Whether it’s preventing fraud or promoting responsible play, these metrics keep you operating legally, ethically, and competitively.

25. KYC Completion Rate

KYC Completion Rate = (Verified Accounts / Total Accounts Required to Verify) × 100

Shows how effectively players are completing identity verification. A low rate may signal friction in your onboarding process.

Ideally, you’d want this to be between 85%-95%. Lower rates may indicate friction in the onboarding flow (e.g., unclear steps or unsupported ID formats).

26. Self-Exclusion Rate

Self-Exclusion Rate = (Number of Self-Excluded Players / Total Active Players) × 100

Tracks how many players voluntarily exclude themselves from gameplay due to potential harm. Higher rates can indicate responsible gambling tools are being used—but may also reflect overexposure.

Anywhere between 1-5% is good. Higher rates may reflect strong Responsible Gambling (RG) tool visibility or marketing overexposure.

27. Breach Incident Count

Total Number of Compliance or Data Breaches in a Defined Time Period

Captures how often your business faces regulatory or data privacy breaches. These are serious events that can trigger fines or suspension. The industry expectation is usually 0.

28. Fraud Detection Rate

Fraud Detection Rate = (Flagged Fraudulent Transactions / Total Transactions) × 100

Measures how many suspicious activities your system flags. It helps quantify your ability to detect bonus abuse, identity theft, or payment fraud. It should be around 0.2-1.5% of all transactions.

29. Chargeback Rate

Chargeback Rate = (Number of Chargebacks / Total Transactions) × 100

High chargeback rates suggest payment disputes, which can damage your merchant account reputation. Keep it between 0.1-1% of total transactions.

30. AML Alert Rate (Anti-Money Laundering)

AML Alert Rate = (Flagged Transactions for AML Review / Total Transactions) × 100

Should be between 0.1-1% of all transactions. Tells you how frequently your AML system is identifying risky or unusual transactions. Important for identifying structured deposits or laundering activity.

31. Bonus Abuse Rate

Bonus Abuse Rate = (Abuse Incidents / Total Bonuses Issued) × 100

Tracks how often bonuses are exploited through duplicate accounts, bots, or collusion. A high rate dilutes the ROI of your promotions. Try to keep it under 2% of total bonuses issued.

32. Regulatory SLA Compliance Rate

Regulatory SLA Compliance = (Number of Required Actions Taken on Time / Total Required Actions) × 100

Measures whether your platform meets time-bound compliance duties—like reporting suspicious activity or updating audit logs. Ideally, should be between 98-100%.

33. Inactive Account Purge Rate

Inactive Account Purge Rate = (Dormant Accounts Archived or Removed / Total Inactive Accounts) × 100

Regulators often require regular purging of unused accounts. This metric ensures compliance with data retention laws. In an ideal scenario, your purge rate should be 100% of qualifying accounts within the regulatory retention period (12–24 months).

34. Responsible Gambling Tool Usage Rate

Tool Usage Rate = (Users Who Set Limits / Total Active Users) × 100

Indicates how many players are proactively using tools like deposit limits, session timers, and reality checks. A rising rate reflects player awareness and RG effectiveness. Keep it between 10-20% of all active players.

35. Risk-Based Player Segmentation Ratio

Risk-based player Segmentation Ratio = High-Risk Players / Total Player Base

Helps identify what portion of your users fall into risk-based categories (e.g. flagged for RG concerns, fraud watch, or AML patterns).

Your segmentation ratio should be between 3-10%. Too low may signal under-detection. Too high may flag over-sensitivity in models.

Which Metrics Should You Prioritize?

Now, we understand that given resource constraints, not every business would be able to accurately track all of these metrics. Naturally, you should start by prioritizing business metrics, as they speak to the overall health of your company.

The following KPIs help you identify what’s working, where you’re losing value, and how to stay compliant without stretching your team too thin. Start here:

Revenue & Profitability

• Lifetime Value (LTV)
  Guides how much you can afford to spend acquiring and retaining players.
• Net Gaming Revenue (NGR)
  Your most honest revenue number, after taxes, fees, and bonuses.
• Average Revenue Per User (ARPU)
  Your most honest revenue number, after tHelps you identify your most valuable player segments.

• 1.2 to 1.6 interactions per ticket for well-optimized workflows.
  Fewer touchpoints = clearer answers and more efficient communication.

Retention & Engagement

• Churn Rate
  Rising churn is a red flag. You can’t afford to lose more players than you’re bringing in.
• Active Players (DAU/WAU/MAU)
  Measures daily usage, stickiness, and overall growth health.
• Bonus Conversion Rate
  Your most hTells you if your promotions are driving meaningful play or just bonus hunting.

Support & Efficiency

• First Response Time (FRT)
  Fast replies = fewer abandonments and higher CSAT.
• First Contact Resolution (FCR) Rate
  Reduces repeat work and keeps players satisfied.
• AI Agent Containment Rate
  Directly lowers agent workload and cost per contact.

Compliance & Risk

• KYC Completion Rate
  Friction here kills onboarding. Monitor this constantly.
• Fraud Detection Rate
  Low detection = high risk. High detection = system working.
• Regulatory SLA Compliance Rate
  Critical to maintaining licenses and trust.

Know Your Numbers

Success in iGaming isn’t just about having great games or flashy bonuses. It’s about understanding what’s really happening behind the scenes. The right metrics help you see where players are engaging, where they’re dropping off, and how your support and compliance efforts are holding up.

When you track what matters, you make smarter decisions. You catch problems early, spot new opportunities, and build a better experience for your players. Whether you’re trying to boost revenue, improve retention, or keep regulators happy, these KPIs give you the clarity to move with confidence.

Start measuring what counts and let your data guide the way forward.