> For the complete documentation index, see [llms.txt](https://help.theaffiliateplatform.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.theaffiliateplatform.com/reporting/funnels-and-trends.md).

# Funnels & Trends

The below Dashboard is accompanied by its' **personal AI Analyst.** Hitting the "AI Analysis" button on the dashboard tab will explore the charts and the tables, outline the positive and the negative points, and suggests the ways to optimize your affiliate program based on the actual data.

<figure><img src="/files/Q0VXosjHWIr9EKVL8HUv" alt=""><figcaption></figcaption></figure>

## Upper Funnel

**What it is:**\
\
This chart shows conversion rates in the initial stage of the players journey - **from visit to registration.**<br>

**Why it matters**

Measures the efficiency of your affiliate program in converting first-time visitors into new registrations.<br>

**Key Metrics:**

* Visits (Unique) - Count of unique visits, generated on affiliates' tracking links&#x20;
* Registrations - Number of visitors who registered.
* Visits (Unique) to Registrations - Percentage (%) of unique visitors who registered (Count of Registrations divided by Count of Count of unique visits, in %)

<figure><img src="/files/flvNkAFdlC0nPLuDWNUp" alt=""><figcaption></figcaption></figure>

## Acquisition Funnel

**What it is:**\
\
This chart shows conversion rates in the next stage of the player journey - **from registration to first-time deposit*****.***<br>

**Why it matters:**\
\
Measures the efficiency of your affiliate program in converting registrations into first-time deposits.<br>

**Key Metrics:**

* Registrations - Number of registrations
* Registrations to FTDs - Percentage (%) of registered players who made an FTD (Count of FTDs divided by Count of Registrations, in %)<br>

<figure><img src="/files/iAQrCEvMH0WP2UOPoQ5A" alt=""><figcaption></figcaption></figure>

## Trend of Net PnL (NGR) VS. Commission

\
**What it is:**\
\
Compares **revenue generated from affiliate traffic** (Net PnL) with the **fees paid to affiliates** over time.<br>

**Why it matters:**

* Monitors affiliate profitability
* Compare revenue vs. payout obligations
* Optimize commission structures based on real performance data<br>

**Example Insight**

* When Net PnL is significantly higher than Total Commission, the traffic is profitable.
* If Total Commission approaches or exceeds NGR, margins are tight.

<figure><img src="/files/sKWVeBunErTPeZOTYtlH" alt=""><figcaption></figcaption></figure>

**Hint**

* Hover over the metrics and
  * click once to toggle metric visibility on and off
  * double click to isolate metric from the chart

<figure><img src="/files/yXamJLV11NdeAfuLQPCv" alt=""><figcaption></figcaption></figure>


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