Segmentation and analytics

Conversion funnel: where players drop off

A conversion funnel is the player's path step by step: registration, first deposit, second deposit and beyond, with the conversion rate at each step. It shows the step where the most players are lost.

Yevhen SychovOctober 2026

Formula and example

Step conversion = reached the next step / started the step x 100%1,000 registrations, 350 first deposits (35%), 140 second deposits: 40% of first deposits.

Key steps

StepWhat to measure
Registration to first depositconversion within 24 hours, 7 and 30 days
First deposit to secondthe key retention step
Second to third and beyondhabit forming
First withdrawalspeed and the share of withdrawals paid without delay

Windows and sources

Conversion without a window tells you nothing: 20% within a day and 20% within a month are different stories. Measure each step in several windows and separately for each traffic source. The average hides the source that brings players who never deposit.

Common mistakes

  • Optimising only the top of the funnel. Registrations go up, but the second deposit still loses more than half of the players.
  • Ignoring abandoned deposits. The player started a payment and did not finish: they need a message within half an hour.
  • Comparing months with different traffic. Compare by source and by cohort.
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