Data Dive
Overview of the 20+ views and 600+ metrics (200+ individual and 400+ calculated KPIs) available in iGaming Pulse. Below we outline what each view displays, what it is used for, and what insights you can gain. Use these metrics to drive decisions on acquisition, retention, finance, and risk.
Metrics and insights factor in traffic source type and target country, including threshold values in specific regions, as well as regional and behavioral specifics.
Atomic Segmentation
Individual player attributes, transactions, and behavior; geo and demographic, device and sessions, payment and gaming preferences, funnels and conversions, average dep and bet distribution, and much more. This is the foundation for all models, predictions, calculations, and services.
- Insights: This validated and time-proven encyclopedia of online casino is the core insight for all insights.
RFM + VPS Analytics
Advanced personalized player scoring: Recency, Frequency, and Monetary + Velocity, Profitability, and Security. Used for atomic segmentation and predictive and scoring models. Unrivalled.
- Insights: next best action, recommendations and boundaries per segment: who to retain, who to reward, which segment to focus on, which players to contact and which offer or message fits best.
Financial Metrics
P&L and statement-level figures, revenue and profitability at brand level, ISR reconciliation and decomposition, lifetime value by segment. Used for financial control and reporting.
- Insights: where revenue and profit come from, cost drivers, period-over-period trends.
Traffic & Attribution
Partner ROI, CPA and RevShare, traffic quality scoring, payback and cohort performance, source attribution. Used to optimize acquisition and choose the best partners.
- Insights: when and which sources or partners will pay back or have already paid back; what to scale and what to stop; whether there are fraudulent flows; cohort quality; and predicted LTV by cohort or source.
20+ views at a glance
- Key Indicators & Executive View
Displays revenue, profit, growth and high-level KPIs for C-level and board reporting. Used for quick health checks and strategic alignment. Insights: where the business stands, trend direction and where to focus next.
- P&L, Cost & Financial Ratios
Full profit and loss, cost breakdown by category, and efficiency ratios (margins, ROI). Used for financial control and understanding where money is made and spent. Insights: profitability by brand or channel, cost drivers and ratio trends.
- Cash Flow & Balances
Money in and out, balance positions. Used for liquidity and cash management. Insights: cash position over time and flow by source and use.
- Funnel & Conversion
Step-by-step conversion from visit to deposit and beyond. Used to find drop-off points and optimize the user journey. Insights: where users leave, which steps convert best and where to improve.
- Marketing, Traffic & Quality
ROI and performance of marketing channels, traffic and cohort quality, payback and prediction. We factor in traffic source type and target country, including regional and behavioral specifics. Used to optimize spend and choose the best sources. Insights: which channels pay back, cohort quality and predicted LTV.
- Player Engagement & Product
How active players are, which games they play and how games and providers perform. Used to drive engagement and game mix. Insights: engagement trends, top games and product performance.
- Retention, Lifecycle & Bonuses
Retention curves, lifecycle stages and bonus efficiency. Used to reduce churn and optimize bonus spend. Insights: who is at risk, which bonuses work and lifecycle health.
- VIP & High-Value Players
Activity, value and risk for high-value players. Used for VIP management and retention. Insights: VIP health, value concentration and next-best actions.
- Support & Operations
Ticket volume, resolution and workload. Used for service quality and efficiency. Insights: support performance and bottlenecks.
- Anti-Fraud, KYC & Anomaly
Fraud indicators, verification status and automated anomaly flags. Used to protect revenue and meet compliance. Insights: fraud patterns, verification gaps and unusual behavior.
- Demographic and Geo
Who players are by demographics and geography. We factor in traffic source type and target country, including regional and behavioral specifics. Used for targeting and localization. Insights: segment sizes by region and demographic, behavior patterns by geography and culture.
Behavioral and predictive models are currently profiled for Tier 1 and some Tier 2 - 3 countries: EU • North America • Oceania • MENA