GGR
Gross Gaming Revenue: stakes minus payouts under agreed accounting rules.
A shared language for measurement
Short definitions of site terminology. Exact calculation rules are agreed for each integration.
Every rate starts with a player group
Define who is counted, the observation period, and which event means a return. The same formula can then describe the same metric.
Returning playersOriginal cohort× 100Return rate, %
Before comparing, check
- Same game
- Same GEO
- Same acquisition period
- Complete return window
Terms
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FTD
First Time Deposit. A game launch is not an FTD.
sub-ID / click ID
A click or source identifier that connects an outcome to a campaign.
Postback
An event notification delivered from one system to another.
Cohort
A group of players sharing an entry period or condition.
Retention
The share of an original group returning in a defined period. Boundaries and denominator must be specified.
W1 return
Return in the first subsequent week under agreed methodology. Calendar and rolling weeks differ.
GEO
A geographic data dimension. The country-detection source must be specified.
ROAS
Revenue attributed to advertising divided by ad spend. It is not profit.
LTV
Player value over a defined lifetime. It may be observed or modeled.
CPA / RevShare / Hybrid
Payment models: per action, revenue share, or a combination. Terms are contractual.
Definitions affect results
When comparing reports, check the formula as well as the metric name. The same term does not guarantee the same window, identifier, or denominator.
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