Why Reg2Dep Matters More Than a Fixed CPA

In addition to CTR and ROI, there are metrics for evaluating the effectiveness of affiliate offers. For many webmasters, the only metric remains the fixed rate per registration — CPA. However, assessing offers solely based on CPA is fundamentally incorrect, as there is a much more effective parameter — Reg2Dep. Today, the 888STARZ Partners team will explain what Reg2Dep is, why it is so important in affiliate marketing, and why it should be your main criterion for choosing an iGaming offer.

What is Reg2Dep

Reg2Dep (Registration to First Deposit) is a metric that shows the percentage of players who made their first deposit out of the total number of registered leads for a specific period. The essence of Reg2Dep is that it reflects the real value of your traffic for the advertiser. 

A high Reg2Dep means that a significant portion of the users you brought in did not just register, but started spending on deposits. And if you are in it for the long haul and work on the Revenue Share model, this affects your long-term income.

Reg2Dep — applies to both your traffic and the product you are promoting. More details on this:

1. The quality of your traffic. How accurately does the offer match the target audience? Non-targeted traffic does not make deposits or place bets. You can influence this parameter by generating higher-quality and more targeted traffic;
2. Effectiveness of the offer and operator’s work. It’s how attractive the conditions are, how convenient the cost per first deposit is, and how the operator attracts new players. Unfortunately, you cannot influence this — the quality of the product depends on the advertiser.

A really good Reg2Dep for a product is especially important when choosing an offer. For many webmasters, high CPA remains the main criterion for choosing an offer. However, this is not always true, as CPA with weak Reg2Dep of your traffic entails many problems, which we will now discuss.

Why a High CPA with Low Reg2Dep Is a Problem

Focusing only on a high fixed rate (CPA) without taking into account conversion to deposit (Reg2Dep) inevitably leads to several serious problems for the webmaster:

• Unstable payments and account holds. The advertiser sees a stream of registrations, but very few real players (deposits). This raises suspicions of low-quality traffic (bots, misleads, fraud, and so on). The result is payment delays (holds) or complete account blocking. Your “high” earnings remain only on paper. You can still receive some registration payments, but this is not a long-term strategy.
• Wasting your advertising budget. You spend money on attracting traffic that generates registrations but does not bring real players and income to the operator. Your adequate margin drops sharply or goes into the red. 
• Loss of reputation among partners. Working with non-targeted traffic damages your reputation as a reliable affiliate who generates good traffic. Establishing long-term cooperation with good advertisers or affiliate programs will be difficult, so you won’t be able to count on individual terms and exclusive offers.

How to Calculate Reg2Dep and What Indicators to Consider Normal

To calculate the Reg2Dep of your traffic, you need to analyze the indicators for a specific period of the advertising campaign:

1. Define the period (for example, a week or a month).
2. Take the number of unique registrations (Reg) you attracted during this period.
3. Take the number of unique first deposits (FDep) made by these players (usually within 7-30 days after registration – the “conversion window”).
4. Apply the formula: Reg2Dep = (FDep / Reg) * 100%.

Necessary: Evaluate Reg2Dep not in isolation, but in conjunction with the player’s LTV (Lifetime Value). A player with a deposit has potential for repeat deposits and long-term profit when working with the RevShare model.

Normal Reg2Dep indicators vary depending on the GEO: the higher the Tier, the higher the Reg2Dep. Less than 15% is a low indicator, so it requires urgent revision of the traffic acquisition strategy:

• 15%–25% is an average level. There is potential for growth.
• 25%–40% is a good indicator. Stable performance.
• More than 40% is an excellent result. High traffic quality.

Main Reasons for Low Reg2Dep

Factors on the part of both the webmaster and the operator can cause low conversion from registration to deposit. On the web side, these include too broad or irrelevant targeting, use of misleads (advertisements that do not match the actual offer), and unoptimized landing pages. 

On the operator/offer side, there are more factors and they are more complex. You cannot influence these:

• Complex verification process.
• Unattractive welcome bonus.
• High minimum deposit.
• Inconvenient account replenishment methods.
• Poor platform design.
• Weak support for new users.

Therefore, if you are confident in the quality of your traffic, look at the quality of the product you are advertising. Is it that good? 

And to avoid searching for a suitable affiliate program with high Reg2Dep for offers, register with 888STARZ Partners. The Reg2Dep indicator for our exclusive offers consistently exceeds 35%, and we offer affiliates some of the highest rates on the market for CPA and RevShare models. But that’s not all — we provide our partners with high-quality, localized creatives and PWA applications, share profitable strategies and optimization techniques for free, and always provide prompt technical support. Follow this link and start making a profit with our affiliate network.

How to Improve Reg2Dep for Your Traffic

Webmasters must focus on attracting the most relevant traffic through accurate targeting, using only honest and relevant creatives, avoiding misleads, and optimizing the user’s path to deposit. Cut out non-targeted registrations at the pre-landing stage, try to focus on those who play or bet for fun and entertainment — they are constantly looking for good conditions. 

When choosing an offer, the platform must have:

1. Transparent and profitable welcome bonuses for players;
2. Low minimum deposit;
3. Popular games in the selected GEO, such as slots, poker, and crash games (for gambling offers);
4. Competitive odds, a wide selection of sporting events in the selected GEO (for betting or online casino offers);
5. A wide selection of convenient payment models and methods;
6. Proven active work by the operator to attract new players (push notifications, prompt support).

Conclusion

Reg2Dep is the primary metric for evaluating offers and the effectiveness of your traffic, especially for verticals such as gambling and betting. To avoid offers with low Reg2Dep, it is essential to work with an operator whose offers provide the best conditions for beginners. And you don’t even need to look for such a platform, because you’ve already found it! 888STARZ Partners personal manager shares a wide range of iGaming offers for every taste. In addition to the best conditions for players, we provide our partners with everything they need: high CPA and RevShare rates, free creatives and strategies, tracker and postback connection, so that nothing distracts you. See you!