What is Conversion Rate?

Conversion Rate is the percentage of users who move from one funnel stage to the next. iGaming funnels are usually multi-step and conversion is tracked at each step.

Typical iGaming conversion examples:

Visit → Registration
Registration → KYC verified
Registration → FTD (first deposit)
FTD → Active bettor (wager placed)
First bet → Repeat activity

Formula:

Conversion Rate = (Number of users who completed the step / Number of users who entered the step) × 100%

Notes:

Conversions vary widely by geo, payment methods, KYC friction, UX, and responsible gambling controls.
In B2B reporting, define the denominator precisely (e.g., unique visitors vs clicks vs registrations).

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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.

Conversion Funnel

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.

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.

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