Operator guideEN

Reporting / Key Performance

Time-based marketing and product performance report for visits, registrations, deposits, GGR, NGR, and marketing expenses.

How to use this guide

Start with the main guide

Follow the explanation and examples first. Extra definitions and formulas are available below when you need them.

What this page shows

Key Performance is the day-by-day funnel and revenue report for affiliate traffic. It combines visits, registrations, first deposits, deposit volume, GGR, NGR, and marketing expense into one timeline.

When to use it

  • compare visits against registrations and deposits
  • inspect GGR and NGR across the selected period
  • check domain, PID, or MKT impact on funnel performance

How to read it

Each row is one date bucket. The totals row at the bottom is the main operator summary for the current query.

Important reading rules:

  • Click2Reg (%) is calculated from visits to registrations
  • Reg2Dep (%) is calculated from registrations to first deposit count
  • Deposits (Amount) is normalized deposit volume, not a raw banking ledger total
  • Marketing Expenses is a separate returned field and should not be read as part of NGR
  • Attributed GGR is attributed to users matched through the selected affiliate traffic rules
  • the table includes one UTC date bucket for every day in the selected range, even when that day has zero values

All money columns (FTDs (Amount), Deposits (Amount), Total GGR, Marketing Expenses, Total NGR) are reported in EUR, the platform primary currency. Each transaction is converted with the stored transaction-time rate, not a current or live FX snapshot, so historical rows keep the rate that applied when they happened. If a row has no stored rate the amount is treated as already EUR (rate of 1), and a stored rate of zero drops that row from the money total.

Known caveats

  • Domain mode is service-defined and changes how mirror traffic is included
  • Exclude Bots is on by default and changes the traffic base before conversion metrics are calculated
  • traffic-quality filters still exist in the service even though they are not visible on this page
  • the totals row recomputes overall conversion rates from summed totals rather than averaging daily percentages
  • restricted countries are removed by settings logic before the report is built
  • pagination is based on the generated date range, not only on days that have non-zero traffic or revenue

Filters that change the result

  • start date
  • end date
  • PID
  • MKT
  • country
  • domain mode
  • domain ids
  • landing pages
  • exclude bots

Filter apply model

  • Apply Filters copies the current draft controls into the active report query.
  • Refresh re-fetches the current active query only. It does not promote draft values by itself.
  • Export CSV uses the active filter snapshot, not the unsaved draft controls.
  • Mirror Domains appears only when Mirror / Domain is Specific mirror(s).
  • Landing-page suggestions are loaded using the current landing input plus the draft start/end dates, not the already applied report snapshot.
More details

Definitions and formulas

Open only the section you need. The relevant section opens automatically when you request help for a specific item on screen.

Calculations10 topicsOpen details

Click2Reg (%)

Visit-to-registration conversion rate for the date row or total row.

Formula
When visits is greater than zero, registrations / visits * 100 rounded to 2 decimals; otherwise 0.

Reg2Dep (%)

Registration-to-first-deposit conversion rate.

Formula
When registrations is greater than zero, first-deposit count / registrations * 100 rounded to 2 decimals; otherwise 0.

Attributed GGR

Gross gaming revenue on the date row.

Formula
Bet amount minus win amount for matched users, excluding bonus payout, rakeback calendar, referral rakeback, and marketing rows.

NGR

Net gaming revenue after the report's backend deductions.

Formula
Attributed GGR minus bonus payout, cashback, rakeback calendar, adjustment amount, and correction.

Marketing Expenses

Read this as its own visible spend line. It is not folded into NGR and is not a display-only subtotal.

Formula
Marketing rows from casino transactions are normalized to EUR and returned as their own aggregated amount.

Totals row

Use the bottom row for overall funnel reading.

Formula
Overall conversion rates are recomputed from summed totals rather than averaged from daily percentages.

Active vs draft filters

Use `Apply Filters` when draft controls changed. `Refresh` is only for reloading the already applied report.

Presentation Transform
The page keeps separate draft filter state and active query state. `Apply Filters` promotes the current draft values; `Refresh` only refetches the active snapshot.

Export CSV snapshot

Export is a snapshot of the applied report, including the report totals row.

Formula
Export starts from the first page, uses the report export cap, and returns report rows plus a blank line and totals row.

Date buckets

Empty days still appear as zero rows because the date range is generated before metrics are joined.

Formula
Generate one UTC date bucket per day across the selected range; default is last 30 days through current date.

Total count

Pagination count is based on number of days, not number of non-zero traffic or revenue rows.

Formula
Count generated date buckets for the selected range.
Columns14 topicsOpen details

Date

UTC date bucket generated for each day in the selected range.

Visits

Distinct affiliate visit identities for the date bucket.

Unique Visits (IP)

Distinct non-empty IP addresses in affiliate visits for the date bucket.

Registrations

Distinct matched registered users for the date bucket.

Click2Reg (%)

Registrations divided by visits, multiplied by 100 and rounded by the service.

FTDs (Count)

Distinct first-deposit users for the date bucket.

FTDs (Amount)

First-deposit amount normalized to EUR using the stored deposit conversion rate.

Reg2Dep (%)

First-deposit count divided by registrations, multiplied by 100 and rounded by the service.

Depositors

Distinct users with successful deposits in the date bucket.

Deposits (Count)

Count of successful deposit transactions in the date bucket.

Deposits (Amount)

Successful deposit amount normalized to EUR using the stored deposit conversion rate.

Attributed GGR

Bet amount minus win amount for matched users, excluding bonus payout, rakeback calendar, referral rakeback, and marketing rows.

NGR

Attributed GGR minus bonus payout, cashback, rakeback calendar, adjustment amount, and correction.

Marketing Expenses

Separate attributed marketing amount, not folded into NGR.

Filters9 topicsOpen details

Start date

First UTC date bucket included in the active report after filters are applied.

Type
date
Default
current date minus 30 days
Apply Model
draft-until-applied

End date

Last UTC date bucket included in the active report after filters are applied.

Type
date
Default
current date
Apply Model
draft-until-applied

PID

Partial match against affiliate-link payload PID. Enter in this field applies all draft filters.

Type
text
Apply Model
draft-until-applied

MKT Tracking Tag

Partial match against user MKT tracking tags. Enter in this field applies all draft filters.

Type
text
Apply Model
draft-until-applied

Country

Country-code filter for visits and first affiliate links.

Type
multi-select
Apply Model
draft-until-applied
Lookup Source
country list

Mirror / Domain

Chooses all sites, main-domain-only attribution, or selected mirror-domain attribution.

Type
select
Values
all, main, mirror
Default
all
Apply Model
draft-until-applied

Mirror Domains

Selected mirror-domain ids used only when Mirror / Domain is set to Specific mirror(s).

Type
multi-select
Apply Model
draft-until-applied
Lookup Source
domains
Caveat
Visible only when `Domain mode` is set to mirror-specific mode.

First Landing Page

Landing path fragments used to match visit and first-link URLs; `/` is treated as root landing.

Type
multi-select
Apply Model
draft-until-applied
Lookup Source
affiliate link groups
Caveat
Suggestions are loaded from affiliate-link groups using the current landing input and draft date range.

Exclude bots

Removes browser-agent bot traffic from visit counts before conversion rates are calculated.

Type
boolean
Default
true
Apply Model
draft-until-applied
Page sections3 topicsOpen details

Performance table

Date-bucket rows for the active query.

Totals row

Summary row recomputed from full-query totals, not from visible page rows only.

CSV export

Export of the active query with report rows plus a totals row.

Metrics9 topicsOpen details

Visits

Distinct visits matched to the filtered affiliate-traffic window.

Aliases
key performance visits, visits cohort visits
Formula
count distinct affiliate visit identity per UTC date row

Registrations

Distinct users registered on the date row and matched to the filtered traffic.

Aliases
key performance registrations
Formula
count(distinct user_id)

Click2Reg (%)

Visit-to-registration conversion rate.

Aliases
click2reg, click to reg
Formula
registrations / visits * 100, rounded to 2 decimals, or 0 when visits is 0

FTDs (Count)

Number of first deposits matched to the date row.

Aliases
first deposits count, ftd count
Formula
count(first deposits)

FTDs (Amount)

First-deposit amount matched to the date row.

Aliases
first deposits amount, ftd amount
Formula
Sum first-deposit amount after transaction-time currency normalization.
Currency Basis
Reporting Currency: EUR | Exchange Rate Source: Stored deposit conversion rate. | Rate Timing: Transaction-time booking rate captured when the deposit is recorded, not a current or live snapshot. | Missing Rate Fallback: A missing stored rate falls back to 1, so the amount is treated as already EUR; a zero stored rate drops that row from the money total.

Deposits (Amount)

Converted deposit amount for the date row.

Aliases
key performance deposits amount
Formula
Sum deposit amount after transaction-time currency normalization.
Currency Basis
Reporting Currency: EUR | Exchange Rate Source: Stored deposit conversion rate. | Rate Timing: Transaction-time booking rate captured when the deposit is recorded, not a current or live snapshot. | Missing Rate Fallback: A missing stored rate falls back to 1, so the amount is treated as already EUR; a zero stored rate drops that row from the money total.

Total Attributed GGR

Attributed gross gaming revenue for the current query.

Aliases
key performance ggr
Formula
sum(bet_amount - win_amount) for matched users
Currency Basis
Reporting Currency: EUR | Exchange Rate Source: Stored gaming transaction conversion rate. | Rate Timing: Transaction-time booking rate captured when the gaming transaction is recorded, not a current or live snapshot. | Missing Rate Fallback: A missing stored rate falls back to 1, so the amount is treated as already EUR; a zero stored rate drops that row from the money total.

Marketing Expenses

Backend marketing-expense total shown as its own visible column and totals-row cell.

Aliases
key performance marketing expenses
Formula
marketing_expenses
Currency Basis
Reporting Currency: EUR | Exchange Rate Source: Stored gaming transaction conversion rate. | Rate Timing: Transaction-time booking rate captured when the gaming transaction is recorded, not a current or live snapshot. | Missing Rate Fallback: A missing stored rate falls back to 1, so the amount is treated as already EUR; a zero stored rate drops that row from the money total.

Total NGR

Net gaming revenue for the current query.

Aliases
key performance ngr
Formula
sum(ggr - bonus_payout - cashback - rakeback_calendar - adjustment_amount - correction)
Currency Basis
Reporting Currency: EUR | Exchange Rate Source: Derived from EUR-normalized components. | Rate Timing: Transaction-time booking rate captured when each gaming transaction is recorded, not a current or live snapshot. | Missing Rate Fallback: A missing stored rate falls back to 1, so the amount is treated as already EUR; a zero stored rate drops that row from the component totals.
More help

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