Basic designations in iGaming

    • RS (RevShare, Revenue Share) – affiliate’s revenue share when cooperating with an affiliate programme
    • NCO – negative carryover (negative balance is carried over to the next month)
    • NNCO – no negative carryover (no negative balance carryover, the minus is reset at the end of the month)
    • CTR = clicks / impressions * 100
    • CPC = cost per impression / clicks
    • CPL = cost per lead / leads
    • CPM = cost per 1000 / views
    • EPC = NGR / clicks
    • ROI = NGR / affiliate revenue * 100
    • ECPA = Affiliate Revenue / number of FTDs
    • PV (player value) = NGR / FTD count
    • Profit = NGR – affiliate revenue
    • LTV = ARPU * player’s lifetime in the project
    • ARPU = NGR (Revenue for the specified period of time) / number of users for the period
    • ROMI = (NGR – affiliate income)/affiliate income * 100
    • CR = FTD / clicks(regs) * 100
    • GGR = Total bets – Total wins
    • NGR = Total bets – Total wins – Bonuses – Taxes
    • Admin Fee – administrative fee, usually it includes all expenses on commissions of payment systems, taxes, commissions to providers, etc. Some affiliate programmes allocate Admin Fee as a separate cost parameter for internal administrative processes of the company.