What is a Conversion Funnel in iGaming?

Definition: A conversion funnel is the sequence of steps a visitor takes to become a depositing player, with the number of users counted at each step.

A typical iGaming funnel:

Landing page visit.
Registration started and completed.
Verification completed.
First deposit (FTD).
First bet or first game round.
Second deposit.

Funnel analysis calculates the conversion rate between each pair of steps and finds where users drop off, e.g. at the verification step on mobile.

Settings to fix before comparing funnels: which users are included, whether steps must happen in order, and the time window for completing the funnel.

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Related Terms

KPI (in iGaming)

A KPI (Key Performance Indicator) is a metric chosen to track progress towards a business goal. In iGaming, KPIs cover revenue, player acquisition, retention and operations.

NPS (Net Promoter Score)

NPS (Net Promoter Score) measures how likely players are to recommend a brand, based on one question rated from 0 to 10.

Player Segmentation

Player segmentation is dividing the player base into groups with similar characteristics, so that content, communication and support can be set up per group.

Cohort Analysis

Cohort analysis groups players who share a starting point, such as the month of registration or first deposit, and tracks how each group behaves over time.

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