For iGaming advertisers, it is important to understand how valuable players are over time. The Cohort report helps measure the quality of acquired traffic by showing how groups of users who registered during the same period perform in the future. This makes it easier to find the affiliates, campaigns, and channels that bring players with the highest lifetime value (LTV).
Unlike standard reports that show player activity on the date it happens, the Cohort report connects all future player actions to the date when the player first registered. This gives advertisers a better view of long-term performance and helps them make smarter marketing and budget decisions.
💰 The feature is available by request. Contact your Affise account manager to get the feature.
Cohort report
⚠️ Before you use the report, your setup should include tracking of the following events:
Registration
First Deposit
Deposit (any subsequent deposit)
Otherwise, the report can't be built correctly.
To find the Cohort slice, go to Statistics > Cohort report. First, you need to set up the report:
In the Day 0 (Registration) field, select the event that defines when a player enters a cohort.
Select tracked events:
First deposit (FTD)
Deposits
Bets
Withdrawals
Wins
Click Create report.
After creating the report, you can see the following:
1: the Scale, Edit report, and Get link buttons.
🔎 The Edit report button allows you to change the mapping and update the report based on the new mapping.
2: general filters for specifying the data you want to see statistics for.
🔎 You can use the Cut date filter if you want to show only events that occurred within the selected number of days after each player's registration.
3: the table with metrics.
You can view the metrics and definition in the table below:
ID | Metric | Description | Formula |
1 | Marketing spend | Everything you paid affiliates for this cohort's traffic, including payouts still pending approval - your total acquisition cost. | Total payouts |
2 | Marketing spend real | The approved portion of those payouts only: your confirmed, actual cost of acquiring this cohort. | Approved payouts |
3 | Total FTDs | How many players made a first-time deposit. A click only becomes a "player" once it makes an FTD, so this is also the total number of players in the cohort. | Total ‘FTD’ amount |
4 | Total STDs | How many players went on to make a second deposit - the first sign that traffic is coming back. | Count of second deposits per player. Calculated: player’s 1st 'Deposit' event amount |
5 | Total RTDs | How many repeat deposits the cohort made beyond the second one (the third deposit and every one after). Shows the depth of ongoing activity. | Repeat-Time Deposits: count of 2nd+ deposit amount |
6 | Total Deposits count | The total number of deposits the cohort made - first, second, and all later deposits combined. | ID 3 + ID 4 + ID 5 |
7 | Players who made 3+ deposits | How many players deposited at least three times. A quick read on how engaged the acquired traffic is. | Count of unique players with >= 3 deposit events (FTD + 2+ deposits) |
8 | Players who made 5+ deposits | How many players deposited at least five times - your most loyal, highest-value players. | Count of unique players with >= 5 deposit events (FTD + 4+ deposits) |
9 | Total FTDs amount | The combined value of all first deposits made by the cohort. | Total ‘FTD’ revenue |
10 | Total Deposits amount | The combined value of every deposit the cohort made (first and repeat) - the cohort's total deposit revenue. | Total revenue from all deposit events (FTD + deposit) |
11 | Average total deposits / player | The average lifetime deposit value per player. A core measure of how much a player is worth. | ID 10 / ID 3 |
12 | Average FTD / player | The average size of a player's first deposit - an indicator of the initial quality of the players you acquired. | ID 9 / ID 3 |
13 | Average transaction amount | The average size of a single deposit across the cohort. | ID 10 / ID 6 |
14 | % players with 1 deposit | Share of players who deposited just once and didn't return. A high number points to weak retention. | (ID 3 - ID 4) / ID 3 * 100 |
15 | % players with 2 deposits | Share of players who deposited exactly twice. | (ID 4 - ID 7) / ID 3 * 100 |
16 | % players with 3+ deposits | Share of players who deposited three or more times - your engaged segment as a percentage of the cohort. | (ID 7 / ID 3) * 100 |
17 | % players with 5+ deposits | Share of players who deposited five or more times - your most loyal segment as a percentage of the cohort. | (ID 8 / ID 3) * 100 |
18 | Average bet amount / player | The average total amount each player wagered. Reflects how actively the cohort is playing. | Total Bet Revenue / ID 3 |
19 | Withdrawals amount | The total amount players withdrew from the platform. | Total Withdrawal Revenue |
20 | Cashout % | How much of the money deposited was later withdrawn. Higher values mean more money flowing back out to players. | (ID 19 / ID 10) * 100 |
21 | ROMI % | Return on marketing investment: how the cohort's deposit revenue compares to your total marketing spend. Above 0% means the traffic more than paid for itself. | ((ID 10 - ID 1) / ID 1) * 100 |
22 | ROMI real % | The same profitability check, measured against your approved spend only - a stricter, more conservative view. | ((ID 10 - ID 2)) / ID 2) * 100 |
23 | GGR | Gross Gaming Revenue: what the operator actually keeps from the cohort - total bets minus total wins paid back to players. | Total Bets Revenue - Total Wins Revenue |
Please contact the Affise Customer Support team regarding all raised questions via the e-mail: [email protected].