The useful way to approach EPC, ROI, NGR and LTV is to start with the decision it must support, then work backward to the evidence. Definitions and practical use of EPC, CR, CPA, ROI, GGR, NGR, LTV, approval rate and payback period.
The decision this analysis supports
Define casino affiliate metrics so teams use the same numerator, denominator, currency and time window.
EPC, CR, ROI, GGR, NGR and LTV are only comparable when their formulas and status filters are explicit.
Use “The decision this analysis supports” to keep EPC, ROI, NGR and LTV specific enough for a controlled test rather than a general narrative.
Define denominators and maturity windows
The “Define denominators and maturity windows” stage gives EPC, ROI, NGR and LTV a defined account, segment, time window and measurable completion condition.
- Write the formula
- Name the data source
- Choose event or cohort timeTreat the step as complete for EPC, ROI, NGR and LTV only when its acceptance evidence can be reproduced.
- Separate pending and approvedTreat the step as complete for EPC, ROI, NGR and LTV only when its acceptance evidence can be reproduced.
- Validate with a small sampleTreat the step as complete for EPC, ROI, NGR and LTV only when its acceptance evidence can be reproduced.
Build the reporting layer
The “Build the reporting layer” stage gives EPC, ROI, NGR and LTV a defined account, segment, time window and measurable completion condition.
EPC.
click-to-registration CR.
FTD CR.
approval rate.
| Scope element | Operational check | Recorded outcome |
|---|---|---|
| 1 | Write the formula. | EPC |
| 2 | name the data source. | click-to-registration CR |
| 3 | choose event or cohort time. | FTD CR |
| 4 | separate pending and approved. | approval rate |
| 5 | validate with a small sample. | EPC |
Read segments before totals
Challenge the first explanation
- ScopeDifferent dashboards use different revenue fields.
- Datablended EPC hides source quality.
- Timingimmature LTV creates overconfident forecasts.
Publish an auditable decision
The action produced by “Publish an auditable decision” for EPC, ROI, NGR and LTV needs a stop condition, an owner and a date for the next check.
Name who can approve the next action on EPC, ROI, NGR and LTV and which unresolved item blocks that action.