TOP performance metrics of casino projects

An efficient casino is not "more traffic" and "beautiful banners." These are system analytics: a single diagram of events, correct metrics at each stage of the funnel, A/B discipline and responsible design. Below is a universal list of metrics that help manage product, checkout, marketing, security and compliance.

1) North Star and "end-to-end" metrics

LTV/CAC is the ratio of vital value to cost of attraction (by cohort and source).

D30 retention of key cohorts and stickiness = DAU/MAU.

NGR = GGR − bonuses − taxes on GGR - margin base.

FCF conversion (free cash flow/NGR) as a sign of "real" efficiency.

Trust package: approve-rate cash desks, ETA deposit/output, share of manual cases, RG indicators.

2) Acquisition

Channel settings/registrations/verifications.

CPI/CPA/CAC (based on FTD - first time depositor).

CR registratsiya→KYC→FTD by source and creative.

Lead quality: KYC-successful share, early churn D0-D1, anti-fraud flags.

Brand lift and the share of branded traffic (organic/SEO).

3) Onboarding and FTUE

TTFD - time to first deposit.

Drop-off by registration steps/CCL/cash desk with the causes of errors.

Time-to-first-round and time to core fan (first meaningful bet/win).

CSAT/NPS onboarding and tickets/1000 sessions at this site.

4) Cash and payments

Approve-rate by PSP/methods/geo.

ETA p50/p95 deposit and withdrawal, success retrace.

Share of manual cases, chargeback rate, KYC/AML failures.

Acquiring cost (commission) and routing luck (correct route selection).

Cashier conversion = deposit_success / cashier_open.

5) Retention and activity

Retention D1/D7/D30/D90 by cohort and source.

WAU/MAU, DAU/MAU (stickiness), session frequency, median session length.

Churn-rate, reactivation-rate (return of the "asleep").

Re-bet rate, share of active days per week.

6) Monetization

Payer conversion (from MAU to paying).

ARPPU/ARPU, GGR per payer, NGR/GGR (bonus discipline).

Share of bonus payments, promo effect by uplift, not "given out."

LTV by cohort (D30/D60/D180), payback CAC.

Average and median player wager load (for economy integrity).

7) Product and content (slots/live)

CTR showcases/shelves, search-CR, time to first click in lobby.

Contributions of providers: CR in the game, retention in the game, re-bet, controversial tickets.

Live metrics: share of "successful" bets, round duration, replays/incidents.

Completion missions/tournaments and ROI seasonal activities.

8) Live-ops и CRM

Opens/Clicks/Accept Promo and Increment (uplift) to Deposits/Retenshn vs Control.

Frequency-cap compliance, silence windows.

NBA hit-rate (next best action gave the target action).

ROI of seasons/events (incremental NGR − value/value).

9) Reliability and Performance (SRE)

Uptime of critical paths: login, deposit, rate, withdrawal.

Latencies p50/p95/p99: "stavka→podtverzhdeniye," "depozit→podtverzhdeniye."

Error-budget and MTTR/MTTD by incident.

Start-stream, RTT, drop-rate for live video.

Change failure rate и lead time в CI/CD.

10) Security, anti-fraud and compliance

ATO-rate (account hacking), card-testing signals.

Deposit/bonus fraud (rate and absolute).

The share of "suspicious" affiliate sources and the speed of their disconnection.

Admin access logs, incident handling SLAs.

Audit of RG/AML solutions, completeness of logs.

11) Responsible Gambling (harm-reduction KPI)

Share of those who set limits (deposits/losses/time).

Time to intervention since risk signal.

Night deposits and subsequent pauses.

False positive escalations (quality of models and rules).

CSAT after interventions and the share of appeals with a decision in favor of the player.

12) Finance and Efficiency

Contribution margin by market/channel.

Marketing as a% of NGR and its dynamics.

FCF conversion and working capital (especially by conclusions).

Unit-economics: NGR/MAU, NGR/deposit, NGR/session.

Seasonality and structure of tax burden on GGR.

13) Experiments and causality

MDE/test power, CUPED/stratified analysis.

Guardrails: do not worsen the approve-rate, p95 "stavka→vyplata," RG-threshold.

Uplift models for selecting promo segments.

Holdout/geo-split for CRM and media.

14) Formulas mini handbook

Stickiness = DAU / MAU.

NGR = GGR − bonuses − taxes on GGR.

ARPPU = NGR paying/# paying.

LTV = ∑ (average NGR/user for the period × probability of survival) − direct service costs.

Approve-rate = successful deposits/deposit initiations.

Cashier conv. = successful deposits/cash opening.

Uplift = (test − control metric) under equal conditions.

15) Dashboards by role

C-level (weekly): LTV/CAC, D30, NGR, FCF conversion, approve/ETA, RG-KPI, incidents/SLO.

Product: FTUE/TTFD, funnel lobby, CTR shelves, re-bet, missions/events, controversial tickets.

Marketing/CRM: CAC/channel, lift promo/channel, frequency-cap, share of "quiet" segments.

Cash desk/Risk: approve/ETA/manual cases/chargeback by PSP/geo, fraud signals.

SRE/Infra: uptime, p95/99 by path, error-budget, MTTR, change failure rate.

16) Frequent interpretation errors

1. Consider bonus payments as "growth" and not an increment.

2. Compare channels without quality adjustments (KYC success, early churn).

3. Chase p50 latency, ignoring p95/p99, where pain lives.

4. Retrain models without guardrails and "man in the loop."

5. Ignore the cash desk cost (commissions/manual cases) in LTV.

6. Do not divide metrics by jurisdictions and licenses.

17) 90-day metrics implementation plan

Days 1-15 - Physical Inventory

Unified event scheme (login/bet/result/cash desk/KYC/RG).

FTUE dashboards, cash desk, hold, NGR, incidents.

SLO for "login/deposit/rate/withdrawal," alerts.

Days 16-45 - Quick Wins

Status/ETA/reasons for failures at the cash desk; approve by PSP.

Showcase ≤ 6 shelves, search/tags; cleaning banners.

Missions D0-D7; CRM frequency limits and silence windows.

First uplift tests promo with guardrails.

Days 46-75 - Models and Processes

Basic churn/propensity; NBA rules.

Cohort LTV, payback by channel.

Post-sea incidents and C-level reports on SLO/RG.

Days 76-90 - Scaling

MLOps: drift/explainability, feature version.

Public "honesty page" (uptime/p95/rules/replays).

Quarterly revision plan for metrics and targets.

18) Mini checklists

Skeleton metrics

LTV/CAC by cohort and channel.
Retention D1/D7/D30, stickiness.
NGR, contribution margin, FCF conversion.

Cash desk

Approve by Methods/geo, ETA p95, Retrai.
Manual cases, chargeback, commissions.
Orchestrator and fallback routes.

Content/Storefronts

Shelf CTR, search-CR, time-to-first-click.
Re-bet, missions, controversial tickets.

CRM/Live-ops

Uplift promo, frequency limits, silence windows.
NBA hit-rate, ROI seasons.

SRE/Safety/RG

Uptime and p95 paths, error-budget.
Fraud/ATO/sanctions, access logs.
Limits/timeouts/reality checks, time to intervention.

Metrics make sense only as decision levers. Give teams one truth (uniform definitions), measure what you can change, and keep discipline: cohort reports, guardrails, post-morems. Then the numbers cease to be a "showcase" and become product management: less friction, more trust, higher retention and predictable margins.