Bonus Program Performance Metrics

Introduction

Bonus programs are a key tool in attracting and retaining players to online casinos in Australia. However, their effectiveness depends not only on the attractiveness of the proposals, but also on how the operators measure the results. Competent analysis allows you to determine which stocks really work, and which only increase expenses without increasing income.

Key Performance Metrics

1. Deposit registration conversion

Shows what percentage of new users who activated the bonus made the first deposit.
In Australia, the average ranges from 25% to 35% for welcome bonuses.

2. Player Acquisition Cost (CPA)

It is calculated as the ratio of bonus costs to the number of actually activated players.
Important for understanding how much the bonus program pays off in the long run.

3. Bonus Campaign ROI

A key figure that determines whether a bonus is a gain or loss.
Includes income from bets, re-deposits and player retention.

4. Retention Rate

Measures how many players continue to play after using the bonus.
On average, retention after a freespin bonus is higher than after a fixed cash gift.

5. Re-deposit rate

Players attracted by bonuses make deposits more often if the bonus program is well structured.
On average, the growth of repeated deposits can reach 10-15% with competent gamification.

6. Average deposit check after bonus

Helps determine how much the bonus affects the size of attachments.
It is important to track whether the program only stimulates minimum deposits.

7. Involvement in wagering

Evaluating player activity when wagering conditions are met.
The higher the percentage of players who actually win back the bonus, the more effective the program.

8. Churn Rate (player churn)

Measures how many users stop playing immediately after using the bonus.
The high churn indicates the offer attracted "bonus hunters" rather than long-term customers.

Comparison of bonus types by metrics

1. Frispins → higher engagement and retention.
2. Cashback → lower churn, but weaker attracting new players.
3. Welcome packs → strong conversion, but high percentage of bonus hunters.
4. Reload bonuses → the best re-deposit metric.

Conclusions

The effectiveness of the bonus program cannot be assessed by one indicator. It is important to take a comprehensive approach that includes ROI, retention, conversion, and deposit frequency. In Australia, the trend is shifting towards bonuses with long-term value: cashbacks, loyalty programs and personalized offers that show the greatest return on key metrics.