Sports betting dashboards rely on specific metrics – called Key Performance Indicators (KPIs) – to track performance, profitability, and user behavior. These KPIs help operators make informed decisions, improve player retention, and boost revenue. Here’s what you need to know:
- Financial Metrics: Gross Gaming Revenue (GGR) and Net Gaming Revenue (NGR) measure revenue before and after costs like taxes and bonuses. Average Revenue Per User (ARPU) highlights how much each player contributes financially.
- Engagement Metrics: Handle (total wagers) and Hold Percentage (profit margin on bets) show user activity and profitability. Retention rates and active user data help track player loyalty.
- Real-Time Monitoring: Live data helps operators adjust betting odds, promotions, and marketing strategies instantly, especially during events with high betting activity.
- Dashboard Features: Effective dashboards combine financial, engagement, and operational KPIs in an easy-to-understand interface. Real-time alerts and AI tools enhance decision-making by identifying trends and opportunities quickly.
- Platform Choices: Smaller operators may benefit from tools like InTarget, which offer streamlined, cost-effective KPI tracking compared to complex enterprise solutions.
Core Financial KPIs for Sports Betting Dashboards
Keeping track of financial KPIs in real time gives operators the insights they need to fine-tune operations and marketing strategies. These metrics are the backbone of any successful sports betting platform, highlighting revenue streams and profitability.
Gross Gaming Revenue (GGR) and Net Gaming Revenue (NGR)
Gross Gaming Revenue (GGR) represents the total revenue generated by a sportsbook before deducting operational costs. Simply put, it’s the total amount wagered by players minus the winnings paid out.
"Essentially, GGR represents the total revenue generated by any online gaming business before any costs or expenses are taken into account." – licensegentlemen.com
For example, if players place $200,000 in bets and win $180,000, the GGR would be $20,000. This metric is foundational for calculating taxes and payments to platform providers.
Net Gaming Revenue (NGR) goes a step further, subtracting additional costs like bonuses, taxes, fees, and commissions from the GGR.
"NGR gives a quick, neat sum-up of an online casino’s performance. The figure is more in-depth than GGR, taking a wider variety of costs into account." – Slotegrator
For instance, BigBet casino in 2022 recorded $37 million in total wagers and $23 million in winnings, resulting in a GGR of $14 million. After deducting $2 million in bonuses and $1.4 million in taxes, their NGR stood at $10.6 million.
While GGR highlights a platform’s revenue-generating potential, NGR provides a clearer picture of profitability by factoring in operational costs. Monitoring both metrics helps operators identify when costs, like promotions or taxes, are eating into their margins.
| Metric | What It Measures | Key Uses | Calculation |
|---|---|---|---|
| GGR | Revenue before expenses | Taxation, regulatory reporting, revenue tracking | Total Bets – Total Payouts |
| NGR | Profit after costs | Profitability analysis, business planning | GGR – Bonuses – Taxes – Fees |
Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) measures how much revenue each user generates over a set period, such as a month or year. This metric sheds light on user spending habits and helps identify your most profitable customer segments.
ARPU is a valuable tool for segmenting players and refining marketing strategies. By pinpointing the user groups that generate the most revenue, operators can invest in targeted campaigns and allocate marketing budgets more effectively.
When paired with Customer Acquisition Cost (CAC), ARPU provides a clear picture of marketing profitability. Ideally, ARPU should exceed CAC to ensure that each user brings in more revenue than it costs to acquire them.
Operators can use ARPU insights to make strategic decisions. For example:
- High-ARPU users might receive perks like premium support, exclusive betting options, or tailored promotions to maintain their loyalty.
- Low-ARPU users could be targeted with campaigns designed to increase their activity, such as boosting betting frequency or raising average wager sizes.
ARPU also helps spot areas where revenue can be improved. If a specific user group shows a decline in ARPU, operators can act by offering personalized promotions, enhancing the betting experience, or introducing new game options.
To improve ARPU, understanding customer behavior is key. Analyzing betting patterns can reveal which sports or markets drive the most revenue, allowing operators to promote similar content to other user segments.
Handle and Hold Percentage
Handle refers to the total amount of money wagered by players on a sports betting platform. It’s a strong indicator of user engagement and the effectiveness of marketing efforts.
Hold Percentage measures the portion of total wagers that the sportsbook retains as revenue. This metric evaluates both profitability and the effectiveness of odds-setting strategies.
"Understanding the hold percentage gives bettors insight into the sportsbook’s edge. A higher hold means less value for you and me, the bettors. You always want to calculate the hold before placing a wager to make sure you get the best value." – Dylan Mannah, Professional bettor
The formula is simple: divide revenue by total wagers and express it as a percentage. For example, if a sportsbook earns $50,000 in revenue from $200,000 in wagers, the hold percentage is 25%.
Hold percentages vary based on the type of bets. Straightforward two-outcome events, like NFL point spreads, often have hold percentages below 5%. On the other hand, complex futures markets, with multiple outcomes, can see holds as high as 50%.
Tracking handle trends helps operators pinpoint popular events, fine-tune promotions, and boost user engagement. Major sporting events typically drive high handle volumes, presenting prime opportunities for targeted campaigns.
Analyzing hold percentages allows operators to adjust odds and manage risk effectively. A consistently low hold percentage might suggest overly generous odds, while a very high hold percentage could indicate that players are turning to competitors.
The nationwide average hold percentage of 9.4% serves as a useful benchmark. Operators can use this figure to evaluate their performance, balance payouts with profitability, and identify areas for improvement across different betting markets.
Together, handle and hold percentage offer a comprehensive view of a sportsbook’s financial health. A growing handle paired with a solid hold percentage signals strong user acquisition and retention efforts. On the flip side, declines in either metric highlight areas that need immediate attention. Next, we’ll explore how these financial indicators tie into player engagement to enhance overall sportsbook performance.
Player Engagement and Retention KPIs
While financial metrics measure revenue, engagement KPIs shine a light on player loyalty. These insights help operators understand who sticks around, who leaves, and what drives players to stay engaged over time.
"The gaming business revolves around the number of active players; the more, the merrier." – Jovan Ristic
With 55% of iGaming players leaving within a year, keeping tabs on engagement is critical for long-term growth. This means tracking retention, in-game behavior, and transaction activity is non-negotiable.
User Retention Rate and Active Users
The user retention rate tells you what percentage of players return after their first visit. It’s a direct measure of how appealing your platform is to users.
Metrics like Daily Active Users (DAU) and Monthly Active Users (MAU) provide a snapshot of how many people are actively engaging with your platform. These numbers help identify trends – whether usage is climbing or slipping.
For context, a Day-1 retention rate above 45% is considered strong, but the average 30-day retention rate drops to just 2.4%. This steep decline highlights the importance of capturing players’ interest early on.
Retention data also reveals which user segments are most loyal. For example, players acquired through specific marketing channels or those who engage with certain features might show higher retention rates. This insight can guide marketing spend and feature development.
Boosting customer retention rates by just 5% can increase profits by 25% to 95%. It’s clear that keeping players engaged pays off more than constantly chasing new ones. Small improvements in retention can deliver huge returns, often outperforming costly acquisition campaigns.
Retention metrics can also trigger automated responses. If a player’s activity starts to wane, personalized offers or targeted messages can re-engage them before they leave for good. This proactive approach helps sustain engagement and reduces churn.
In-Play Betting and Average Bet Size
Real-time betting behaviors, like in-play betting, reveal how engaged players are during live events. Players who bet during games tend to stay online longer and interact more frequently than those who only place pre-game wagers.
Tracking in-play betting frequency helps operators understand which sports or events draw the most live action. This data can shape promotional strategies, content focus, and resource allocation for live betting features.
The average bet size offers another layer of insight. Players who consistently place larger bets often show greater loyalty and higher lifetime value. Any shifts in bet size can indicate changes in player confidence or satisfaction.
These metrics together create a clear picture of user behavior. For instance, a player who regularly places in-play bets with consistent wager amounts is likely highly engaged. On the flip side, declining activity or shrinking bet sizes might signal dissatisfaction.
Operators can use this data to craft targeted campaigns. High in-play bettors might receive alerts about upcoming live events, while players with larger bet sizes could be offered VIP perks or exclusive promotions. Understanding these patterns also helps with risk management and fine-tuning odds.
Deposit and Withdrawal Metrics
Deposit frequency and amounts serve as key indicators of player engagement. Players who deposit regularly and maintain a healthy deposit-to-withdrawal ratio are likely satisfied and see the platform as a source of entertainment rather than a way to make money.
By analyzing deposit patterns, operators can segment players based on their financial habits. Some prefer frequent, smaller deposits, while others opt for larger, less frequent transactions. Tailoring payment options and promotions to these preferences can enhance the user experience.
On the flip side, withdrawal metrics offer insights into trust and satisfaction. Players who withdraw winnings but return to deposit again demonstrate confidence in the platform. However, users who cash out and never return might indicate dissatisfaction with their experience.
Payment friction can severely impact retention. For example, 52% of bettors report declined payments during signup, and 17% never come back. Additionally, 33% cite slow deposit processes as a major frustration.
"Our research found that nearly half of frequent players – those who place a bet at least once per week – say a positive payment experience is the single most important element of making bets online." – Anne Hay, head of Marketing and Consumer Research at PayNearMe
Withdrawal speed is another critical factor. 48% of casual bettors and 31% of frequent bettors have experienced withdrawal delays of 24 hours or more. Long waits can erode trust and push players toward competitors.
Payment method preferences also play a role in engagement. For instance, 64% of bettors value the option to deposit via PayPal, and 32% would deposit larger amounts if their preferred payment method was available. Offering a variety of payment options can encourage more frequent and larger transactions.
These metrics also help identify potential problem gambling behaviors. Patterns like rapid deposits or unusual withdrawal activity might signal the need for responsible gambling interventions. By addressing these issues early, operators can protect players while also maintaining their trust and satisfaction.
Real-Time KPI Monitoring and Dashboard Best Practices
Why Real-Time Monitoring Matters
The sports betting industry moves at lightning speed, with player behavior, betting volumes, and operational dynamics shifting in real time. Real-time KPI monitoring gives operators the ability to act immediately – whether it’s scaling resources, tweaking odds, or seizing opportunities during high-profile sporting events. Waiting hours or days to uncover issues simply isn’t an option in such a fast-paced environment.
Real-time data also plays a critical role in managing player lifecycles proactively. For example, if a high-value player suddenly stops betting or shows signs of dissatisfaction, operators can step in with tailored offers or support to re-engage them before they turn to a competitor. This level of responsiveness can be the difference between retaining a loyal customer and losing them.
Marketing teams thrive on real-time insights too. Instead of relying on post-campaign reports, they can adjust targeting, messaging, or budgets on the fly, ensuring campaigns stay effective while audiences are still engaged. This agility ensures that marketing efforts remain impactful and timely.
To make the most of these insights, a well-designed dashboard is key to turning raw data into actionable metrics.
Dashboard Setup and Data Display
An effective dashboard brings financial, engagement, and operational KPIs together in one place. This unified view helps operators connect the dots between revenue metrics like GGR (Gross Gaming Revenue), engagement stats like active users, and operational indicators like payment processing times.
For example, placing average bet size next to user retention rates offers a clearer picture of whether engaged players are also contributing to profitability. This kind of context is invaluable for making informed decisions.
Customizable dashboards are essential for meeting the needs of different teams. Marketing teams, for instance, may prioritize metrics like acquisition costs and campaign performance, while operations teams focus on payment success rates and system uptime. Tailoring layouts ensures everyone has quick access to the data that matters most to their role.
Tables are particularly useful for comparing trends over time or across player segments. A straightforward table showing week-over-week performance across key metrics provides context that a single data point simply can’t.
Visual clarity is another cornerstone of dashboard design. The most critical metrics should be front and center – no scrolling required – while more detailed breakdowns can be tucked into expandable sections. Consistent color schemes also help users quickly interpret trends: green for positive changes, red for issues, and neutral colors like gray or blue for stable data.
With mobile access being a must-have, mobile-responsive dashboards ensure operators can check key metrics on the go. These versions should prioritize the most essential data while still offering full functionality.
Alerts add another layer of utility by notifying operators when metrics cross critical thresholds. For example, if user retention dips below a set level or payment failures spike, operators can act immediately instead of discovering the problem later during a routine dashboard check.
The next level of dashboard optimization comes from integrating AI tools to simplify and enhance data analysis.
Using AI Tools for KPI Analysis
Traditional dashboards often require manual digging to uncover trends and interpret data. AI-powered tools change the game by allowing natural language queries that deliver instant insights. Instead of sifting through reports, operators can simply ask, “Which players haven’t deposited in the last 10 days?” and get actionable answers right away.
AI also takes player segmentation to new heights. By analyzing betting habits, engagement patterns, and transaction histories, these tools create highly specific user groups. This level of detail enables personalized marketing campaigns that align with individual preferences, increasing their effectiveness.
What makes AI even more valuable is its ability to learn continuously. Over time, it refines its recommendations by analyzing player behavior and campaign outcomes. What starts as simple queries evolves into predictive insights, helping operators anticipate trends and stay ahead of the curve.
Automation powered by AI also saves time by streamlining KPI analysis. Instead of spending hours creating reports and interpreting data, teams can focus on making strategic decisions and solving problems creatively. This is especially helpful for smaller operators with limited resources.
AI is also a powerful ally in responsible gambling efforts. It can detect risky behaviors – like frequent bets, unusual deposit patterns, or sudden changes in engagement – that might go unnoticed by human analysts. By identifying these patterns early, operators can intervene before issues escalate.
When real-time monitoring and AI analysis come together, they create a dynamic feedback loop. Operators can quickly adjust strategies based on AI-identified trends, then use real-time data to evaluate the results and fine-tune their approach. This synergy ensures decisions are not only fast but also well-informed.
Choosing the Right Platform for KPI Tracking: InTarget vs. Enterprise Solutions
When it comes to tracking KPIs in real time, selecting the right platform is a game-changer. Operators need tools that allow them to respond quickly to market shifts and player behavior. While enterprise solutions often dominate the conversation, they’re not always the best option – especially for small to mid-sized sportsbooks that need effective tools without the steep learning curve or hefty price tag.
The decision often boils down to finding the right balance between functionality and usability. Enterprise platforms usually offer extensive customization and scalability, but they often require dedicated data teams, long implementation timelines, and significant budgets. For smaller operators, these hurdles can make data-driven decision-making unnecessarily complicated. That’s where the comparison between InTarget and traditional enterprise solutions becomes essential.
Feature and Benefit Comparison
Let’s break down how InTarget stacks up against enterprise solutions:
| Feature | InTarget | Enterprise Solutions |
|---|---|---|
| Setup Complexity | Easy, designed for non-technical users | Complex, often requiring technical expertise |
| Onboarding Time | Ready in days | Takes weeks or even months |
| Pricing Model | Simple, starting at $99/month | Custom pricing, often $400+ per month |
| AI Capabilities | Built-in AI assistant for natural language queries | Advanced but typically needs technical setup |
| User Interface | Streamlined and intuitive | Comprehensive but can feel overwhelming |
| Integration Speed | Quick connection to common iGaming platforms | Broad integration but slower to implement |
| Support Model | Direct, iGaming-focused support | Generalized enterprise-level support |
One of the most striking differences is the cost. InTarget’s pricing ranges from $99 to $299 per month, while enterprise platforms often start at $400 and can climb to $800 or more.
Enterprise solutions are best suited for large-scale operations with dedicated data teams and complex infrastructures. They shine when managing massive datasets and multi-brand systems. However, for smaller operators, this level of complexity often feels unnecessary and burdensome.
Why InTarget Works Best for Small and Mid-Sized Operators
InTarget was created specifically to bridge the gap between basic analytics tools and enterprise platforms. It’s tailored for sports betting operators who need robust KPI tracking without the added complexity of enterprise-level systems. Here’s why it stands out:
InTarget’s user-friendly interface empowers marketing teams to segment players, launch campaigns, and monitor KPIs without needing technical support. This agility is crucial in the fast-paced world of sports betting, where opportunities can disappear in seconds.
"Organizing, executing, and monitoring e-campaigns easily through its friendly interface and with a strong emphasis on iGaming. And the most incredible thing is that it’s cost-efficient. Thank you InTarget for making my life easier!"
– Vlasta C, Head of Retention
The platform’s AI assistant is another standout feature. It allows operators to ask natural language questions like, “Which players haven’t deposited in the last 10 days?” or “How did last week’s cashback campaign perform?” This eliminates the need for manual report creation, making data insights accessible even to non-technical team members.
Fast integration is another major advantage. InTarget connects with popular iGaming platforms and data sources in just a few days, enabling operators to start tracking critical KPIs – like player lifetime value, retention rates, and campaign performance – almost immediately.
InTarget’s transparent pricing model also simplifies budgeting. Unlike enterprise platforms that require custom quotes and lock operators into long-term contracts, InTarget offers clear, predictable pricing that scales with your business.
"InTarget is everything they promise to be, and more! They helped us meet our main goal to increase retention and even moved all our previous marketing campaigns to their platform. The product is also really intuitive and easy to use."
– Agatha M, CRM Manager
For operators already using tools like Altenar’s sportsbook software, InTarget integrates seamlessly, complementing existing systems without causing disruptions. This ensures that KPI tracking can be enhanced without a complete overhaul of current operations.
InTarget’s combination of ease of use, fast setup, and tailored features makes it a smart choice for operators who need efficient KPI tracking in the fast-moving sports betting industry.
Conclusion
Tracking KPIs effectively is a cornerstone of running a successful sports betting operation. Metrics like GGR, NGR, retention rates, and average bet size provide the critical data operators need to increase revenue, enhance player engagement, and sustain long-term growth.
Real-time tracking takes this a step further by enabling operators to adapt quickly to changes in market conditions or player behavior. For example, monitoring Handle and Hold Percentage in real time allows for immediate adjustments – whether it’s tweaking odds, launching targeted promotions, or fine-tuning risk management strategies. In an industry where opportunities can vanish in minutes, this level of agility is a game-changer.
Choosing the right KPI tracking platform is just as important as the metrics themselves. The platform you select will dictate how effectively you can make data-driven decisions. While enterprise-level solutions offer a high degree of customization, they often come with steep costs and complexities, which can be challenging for smaller operators. With the average initial investment for launching a mobile sports betting platform starting at $500,000, having precise and efficient KPI tracking becomes vital to ensure a solid return on investment.
The most successful operators focus on a balanced mix of KPIs, blending financial, engagement, and operational metrics. For instance, Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV) provide insight into marketing efficiency, while metrics like transaction speed directly influence user trust and satisfaction. Retention rates, meanwhile, play a dual role, driving higher revenue while reducing marketing expenses, making them just as critical as financial indicators.
As the industry increasingly prioritizes live and in-play betting, operators equipped with real-time dashboards and AI-powered analytics will have a clear edge. Those who can quickly spot trends, allocate marketing budgets effectively, and create tailored user experiences will stand out in a competitive market.
Ultimately, your dashboard should do more than just display numbers – it should provide actionable insights that empower swift, informed decisions.
FAQs
What’s the difference between Gross Gaming Revenue (GGR) and Net Gaming Revenue (NGR), and why do they matter for sports betting operators?
Gross Gaming Revenue (GGR) vs. Net Gaming Revenue (NGR)
Gross Gaming Revenue (GGR) represents the total amount players wager, minus their winnings. In simple terms, it’s the total revenue generated from all betting activity.
Net Gaming Revenue (NGR) takes things a step further. It’s calculated by subtracting bonuses, fees, and other operational costs from the GGR. This gives a clearer picture of the actual profit an operator takes home.
Why do these metrics matter? GGR gives operators a snapshot of player activity and overall betting volume, while NGR highlights profitability and operational efficiency. Keeping an eye on both helps operators strike the right balance between growing their business and maintaining sustainable performance.
How does real-time data monitoring improve the effectiveness of sports betting dashboards?
Real-time data monitoring is a game-changer for sports betting dashboards. It delivers instant updates on odds, tailors betting suggestions to individual users, and opens the door to micro-betting opportunities. This not only makes the experience more engaging and interactive but also encourages higher betting activity while keeping players invested.
From an operator’s perspective, having access to real-time insights means quicker decisions, smarter margin management, and the agility to adapt to market shifts. By offering a fluid and responsive betting environment, real-time data helps build player confidence and loyalty, boosting platform performance and ensuring users keep coming back.
How can sports betting operators use AI to boost player retention and engagement?
Sports betting operators have a powerful ally in AI tools, which can analyze player behavior as it happens. This allows them to craft personalized promotions, adjust dynamic odds, and design targeted marketing campaigns. These tactics not only keep players interested but also build loyalty over time.
AI also takes the player experience to the next level with features like predictive analytics and gamification. By offering customized recommendations and incentives that align with each player’s preferences, operators can create a more engaging and enjoyable experience. When used wisely, AI becomes a key tool for boosting player interaction and encouraging long-term retention.