Sports margins are traditionally very low - less than 5%, so you can expect small revenues, but with Betfred I just don't trust these guys' stats. They are just not transparent in numerous areas, and when you see headline numbers like you have it's often hard or impossible to get to the bottom of it - not the "what", but the "why" it's happening.
Our experience of Betfred lead us to drop these guys like a lead balloon (we're still getting chargebacks months on from stopping all promotion!):
https://www.wmcash24.com/forum/activewin...ks-216126.html
In our experience of them, like many other affiliate programs, they're only concerned with affiliates who don't have any issues, and as with a lot of Income Access programs (and this has been discussed on the forums many times before), it's all fine when things are going well, but as soon as you have questions either everyone disappears or no one is empowered to help you, or wants to help you.
What you will find is that ActiveWins are too distant from BetFred to have any empowerment to look into the player data for you and give you answers. I'm sure you've already been told it's "confidential information" etc etc.
On another note on rev share in general, Betfred are a different proposition to most other sportsbooks in our view. They tend to attract players who do "coupon" types of bets due to their types of offers and bets - so either your 50p each way type of punters, or punters playing large stakes but hedging their bets on various things that makes it difficult to lose. In your experience above I suspect you may be getting someone who is playing a small margin strategy on large stakes.
In our experience above we saw far too much fraud at Betfred to make it worth us promoting them. Whenever I see a big depositor appear I always wait a few days suspecting it might kick in as fraud. Quite often the pattern of a fraudster looks like this - big deposits, do their stuff, big withdrawals before anyone can notice.