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