What is a KPI
KPIs are the quantitative metrics through which an iGaming organisation manages performance. Operators run KPI hierarchies that cascade from board-level metrics (GGR, NGR, active customers) down through functional metrics (CPA, ARPU, retention, hold) and operational metrics (uptime, bonus cost ratio, deposit success rate). Each level of the hierarchy connects to the others, so a movement in a board-level KPI can be traced down to the underlying drivers.
The KPI set is broadly standardised across iGaming, although the exact definitions and methodologies vary between operators. Standardisation around terms makes B2B comparison and benchmarking possible.
Common iGaming KPIs
The most-cited operator KPIs include: GGR, NGR, hold percentage, handle, DAU, MAU, ARPDAU, ARPU, ARPPU, FTD count, CPA, LTV, retention rate, churn rate, deposit frequency, average deposit size, and bonus cost ratio. Risk and compliance KPIs add fraud loss ratio, chargeback rate, KYC pass-through rate, and responsible-gambling intervention rate. B2B vendors track integration cycle time, platform uptime, and renewal rate alongside customer KPIs.
Why KPIs matter in B2B
Clean KPI definition is a baseline operational requirement. Mismatched definitions between teams produce reconciliation issues that surface during external audits or commercial negotiations. Standardising the KPI hierarchy and disclosing methodology in writing is one of the simplest ways to align internal teams and external stakeholders. Most mature operators maintain a KPI handbook that documents formulas, sources, and ownership for every headline metric.
Frequently asked questions about What Is a KPI in iGaming?
All KPIs are metrics, but not all metrics are KPIs. A KPI is a metric that has been designated as important enough to track against a goal. Operators run hundreds of metrics; a handful at each level of the organisation are formally KPIs.
Most mature operators maintain 10 to 20 board-level KPIs, with deeper functional KPI sets in each team. Trying to elevate too many metrics to KPI status dilutes management focus.
The broad categories are. The exact formulas and methodologies vary, and the disclosure of methodology is a baseline transparency expectation. The Gamblers Connect iHub framework anchors on the standardised category set.