▪️Funnels & Trends

Upper Funnel

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

Why it matters

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

Key Metrics:

• Visits (Unique) - Count of unique visits, generated on affiliates' tracking links

• 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 %)

Acquisition Funnel

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

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

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 %)

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.

Why it matters:

• Monitors affiliate profitability

• Compare revenue vs. payout obligations

• Optimize commission structures based on real performance data

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.

Hint

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