Bonus Cost Ratio

Bonus expenditure as a share of GGR or deposits — the metric that decides whether generosity is acquisition or erosion.

Bonus cost ratio tracks promotional spend against revenue: total bonus value released (or converted) over GGR, per cohort, campaign or source.

Steering with it

Acquisition cohorts tolerate high early ratios (the welcome offer is the point); the alarm is persistence — mature cohorts whose ratios don’t decay indicate bonus-dependent play or abuse leakage. Per-affiliate ratios expose traffic character sharply: bonus-hunter cohorts wear their ratio like a signature. NGR deductions make this the affiliate’s business too — programs whose bonus accounting inflates deductions are cutting commissions by another name, and sophisticated partners audit exactly this line.