Retention analytics is one of the most important disciplines in iGaming, helping operators understand player behavior, identify churn risks, and maximize lifetime value (LTV). Tracking the right KPIs enables data-driven decisions across CRM, Product, VIP, and Marketing teams.
This checklist provides a comprehensive framework for monitoring and analyzing player retention throughout the entire customer lifecycle. It includes the most important retention metrics, deposit behavior indicators, gameplay engagement, CRM performance, VIP analytics, bonus effectiveness, and churn prediction metrics used by leading iGaming operators.
The checklist covers:
Core retention metrics (D1, D7, D30)
Churn rate & churn prediction
Active and returning players
Deposit retention metrics
Second & third deposit conversion
Gameplay retention
Session engagement
Bonus activation & bonus effectiveness
CRM campaign performance
Player inactivity monitoring
VIP retention analytics
Deposit frequency
Retention by GEO, device, provider, and game
Reactivation performance
Push & email engagement
Cashback & Free Spins effectiveness
Predictive retention scoring
Whether you're building a retention dashboard, optimizing CRM campaigns, monitoring VIP performance, or improving player lifetime value, this checklist helps identify the most important KPIs for measuring retention and making informed business decisions.
Designed for Product Managers, CRM Managers, Data Analysts, BI Teams, Retention Specialists, VIP Managers, Marketing Teams, CPOs, and iGaming operators responsible for player analytics, retention strategy, and business performance.
# | Metric | What It Measures | Formula | Category | Dashboard | Priority |
1 | D1 Retention | Whether players return the next day | Users Active D1 / Users Registered D0 | Core Retention | Retention Dashboard | Critical |
2 | D7 Retention | Whether players return after one week | Users Active D7 / Users Registered D0 | Core Retention | Retention Dashboard | Critical |
3 | D30 Retention | Whether players return after one month | Users Active D30 / Users Registered D0 | Core Retention | Retention Dashboard | Critical |
4 | Churn Rate | Percentage of players who stopped playing | Churned Users / Active Users (Previous Period) | Core Retention | Executive Dashboard | Critical |
5 | Active Players | Size of the active player base | COUNT(DISTINCT Active Users) | Core Retention | Executive Dashboard | Critical |
6 | Returning Players | Number of returning players | Active Players − New Players | Core Retention | Retention Dashboard | Critical |
7 | Second Deposit Rate | Percentage of players making a second deposit | Users With ≥2 Deposits / Users With ≥1 Deposit | Deposit Retention | Deposit Dashboard | Critical |
8 | Third Deposit Rate | Percentage of players making a third deposit | Users With ≥3 Deposits / Users With ≥2 Deposits | Deposit Retention | Deposit Dashboard | Critical |
9 | Repeat Deposit Rate | Percentage of FTD players making repeat deposits | Users With ≥2 Deposits / FTD Users | Deposit Retention | Deposit Dashboard | Critical |
10 | Deposit Retention D7 | Players making another deposit within 7 days | Users Deposited Again Within 7 Days / FTD Users | Deposit Retention | Deposit Dashboard | Critical |
11 | Deposit Retention D30 | Players making another deposit within 30 days | Users Deposited Again Within 30 Days / FTD Users | Deposit Retention | Deposit Dashboard | Critical |
12 | Players with 2nd Session | Whether players return for a second gaming session | Users With ≥2 Sessions / New Users | Game Retention | Gameplay Dashboard | Critical |
13 | Bonus Activation Rate | Percentage of players activating bonuses | Bonus Activated Users / Eligible Users | Bonus Retention | Bonus Dashboard | Critical |
14 | Bonus Retention Lift | Impact of bonuses on retention | Retention(Bonus Users) − Retention(Non-Bonus Users) | Bonus Retention | Bonus Dashboard | Critical |
15 | Bonus to Deposit Conversion | Whether bonuses convert players into depositors | Depositors After Bonus / Bonus Users | Bonus Retention | Bonus Dashboard | Critical |
16 | Days Since Last Activity | Number of inactive days | Current Date − Last Activity Date | CRM Retention | Churn Dashboard | Critical |
17 | Days Since Last Deposit | Days since the player's last deposit | Current Date − Last Deposit Date | CRM Retention | Churn Dashboard | Critical |
18 | Days Since Last Bet | Days since the player's last bet | Current Date − Last Bet Date | CRM Retention | Churn Dashboard | Critical |
19 | VIP Retention Rate | Retention rate of VIP players | Retained VIP Users / Total VIP Users | VIP Retention | VIP Dashboard | Critical |
20 | VIP Churn Rate | Churn rate of VIP players | Lost VIP Users / Total VIP Users | VIP Retention | VIP Dashboard | Critical |
21 | Retention by Source | Retention by acquisition source | Retained Users From Source / Total Users From Source | Segmentation | Executive Dashboard | Critical |
22 | No Login 3 Days | Players who have not logged in for 3 days | COUNT(Users WHERE Days Since Last Login ≥ 3) | Churn Risk | Churn Dashboard | Critical |
23 | No Deposit 7 Days | Players who have not deposited for 7 days | COUNT(Users WHERE Days Since Last Deposit ≥ 7) | Churn Risk | Churn Dashboard | Critical |
24 | No Bet 7 Days | Players who have not placed bets for 7 days | COUNT(Users WHERE Days Since Last Bet ≥ 7) | Churn Risk | Churn Dashboard | Critical |
25 | Reactivation Rate | Percentage of churned players who returned | Reactivated Users / Churned Users | Core Retention | Retention Dashboard | High |
26 | Deposit Frequency | Average deposit frequency | Total Deposits / Unique Depositors | Deposit Retention | Deposit Dashboard | High |
27 | Avg Days Between Deposits | Average time between deposits | AVG(Deposit Date N+1 − Deposit Date N) | Deposit Retention | Deposit Dashboard | High |
28 | Sessions per User | Average gaming sessions per player | Total Sessions / Active Users | Game Retention | Gameplay Dashboard | High |
29 | Avg Session Duration | Average session length | SUM(Session Duration) / Total Sessions | Game Retention | Gameplay Dashboard | High |
30 | Bets per Session | Average number of bets per session | Total Bets / Total Sessions | Game Retention | Gameplay Dashboard | High |
31 | Bonus Dependency Rate | Degree of player dependence on bonuses | Bonus Bet Amount / Total Bet Amount | Bonus Retention | Bonus Dashboard | High |
32 | CRM Conversion Rate | CRM campaign conversion rate | Users Completed Target Action / Contacted Users | CRM Retention | CRM Dashboard | High |
33 | VIP Deposit Frequency | Deposit frequency of VIP players | VIP Deposits / VIP Users | VIP Retention | VIP Dashboard | High |
34 | Retention by GEO | Retention segmented by country | Retained Users From GEO / Total Users From GEO | Segmentation | Executive Dashboard | High |
35 | Retention by Device | Retention segmented by device | Retained Users From Device / Total Users From Device | Segmentation | Executive Dashboard | High |
36 | Retention by Provider | Retention segmented by game provider | Retained Users For Provider / Total Users For Provider | Segmentation | Gameplay Dashboard | High |
37 | Retention by Game | Retention segmented by game | Retained Users For Game / Total Users For Game | Segmentation | Gameplay Dashboard | High |
38 | Churn Prediction Score | Predicted probability of player churn | Predictive Model Score | Churn Risk | Churn Dashboard | High |
39 | Favorite Game Return Rate | Whether players return to their favorite game | Returned To Favorite Game Users / Users With Favorite Game | Game Retention | Gameplay Dashboard | Medium |
40 | Cashback Usage Rate | Cashback usage rate | Cashback Users / Eligible Users | Bonus Retention | Bonus Dashboard | Medium |
41 | Free Spins Return Rate | Whether players return after receiving Free Spins | Returned FS Users / FS Users | Bonus Retention | Bonus Dashboard | Medium |
42 | Push Open Rate | Push notification open rate | Push Opens / Push Sent | CRM Retention | CRM Dashboard | Medium |
43 | Email Open Rate | Email open rate | Email Opens / Email Sent | CRM Retention | CRM Dashboard | Medium |
44 | Email Click Rate | Email click-through rate | Email Clicks / Email Sent | CRM Retention | CRM Dashboard | Medium |
45 | VIP NGR Retention | Whether VIP revenue is maintained over time | Current VIP NGR / Previous VIP NGR | VIP Retention | VIP Dashboard | Medium |
