Reference
Funnel Glossary
Definitions of the 24 terms used across the papers, guides and tools, each linked to the page that explains it in context.
- Organic search click
- In Search Console, a click is counted when someone follows a link from Google Search, Discover or News to a page outside Google. Returning and clicking the same link again counts once. See Organic Search Clicks: The First Stage of a Casino Funnel.
- Impression
- Search Console counts an impression when a user has seen, or potentially seen, a link to your site in Search, Discover or News. See Organic Search Clicks: The First Stage of a Casino Funnel.
- Average position
- Search Console's relative ranking of your link in Google Search results, averaged across the impressions in the period. It is calculated for Search results only. See Organic Search Clicks: The First Stage of a Casino Funnel.
- Landing visit
- A session that starts on a page reached from organic search. It is measured in your analytics tool, so it will not match Search Console clicks one for one. See Matching Casino Landing Pages to Search Intent.
- Step rate (conditional rate)
- The share of one funnel stage that reaches the next stage. On this site every model rate is a step rate. See Funnel Denominators: Conditional vs Cumulative Rates.
- Cumulative rate
- The share of the starting stage, usually organic clicks, that reaches a later stage. Multiply the step rates to get it. See Funnel Denominators: Conditional vs Cumulative Rates.
- Registration
- A completed account sign-up. Google Analytics recommends an event named sign_up for it, with an optional method parameter. See Registration Conversion: Measuring Sign-Up Completion.
- Verification
- The checks that confirm a customer's age and identity. Great Britain requires them before the customer can gamble, and Australia requires identification before an online gambling account is created. See Verification Drop-Off: Age and Identity Checks.
- First-time deposit (FTD)
- The first successful deposit on a new account. Count it once per account, from a confirmed server record rather than a button click. See Measuring First-Time Deposits Accurately.
- Retained account
- In this site's model, an account that is active again in a later period you define. It is a measurement label, not a target to push. See Retention Cohorts After the First Deposit.
- Cohort
- A group of users who share a starting condition, such as a first deposit in the same week. Google Analytics defines cohort inclusion, return criteria and granularity. See Retention Cohorts After the First Deposit.
- Key event
- Google Analytics' name for an event that measures an action particularly important to your business. Conversions are created from these events for use in advertising. See Building Funnel Event Tracking in Google Analytics.
- Attribution model
- The rule that assigns credit for a key event to the channels a user touched. Google Analytics retired first click, linear, time decay and position-based models in November 2023. See Attributing Registrations and Deposits to Organic Search.
- Lookback window
- How far back in time touchpoints can receive credit for a key event in an attribution report. See Attributing Registrations and Deposits to Organic Search.
- Open and closed funnels
- In a Google Analytics funnel exploration, users can enter an open funnel at any step, but must enter a closed funnel at the first step. See Building Funnel Event Tracking in Google Analytics.
- Consent mode
- Google's way for tags to adjust to a visitor's consent choices. Basic mode loads no Google tags before consent; advanced mode sends measurements without cookies while consent is denied. See Consent and Funnel Measurement.
- Statistical purposes exception
- A UK exception to the consent rule for storage and access used only to produce aggregated statistics about your own service, with clear information and a free, simple way to object. It does not cover advertising. See Consent and Funnel Measurement.
- Sample ratio mismatch (SRM)
- A statistically significant difference between the share of users counted in each test variant and the split you configured. Results with an SRM should not be trusted until the cause is found. See A/B Tests on Casino Landing and Sign-Up Pages.
- Cost per registration
- The spend you entered divided by the registrations you attribute to it. It leaves out any cost you did not enter. See First-Time Deposit Economics: Cost per FTD Explained.
- Cost per FTD
- The spend you entered divided by the first-time depositors you attribute to it. It is not the same as customer acquisition cost. See First-Time Deposit Economics: Cost per FTD Explained.
- Customer acquisition cost (CAC)
- A fuller measure of what it costs to gain a customer, usually including staff, tools, bonuses and overheads. Define it in writing before you report it. See First-Time Deposit Economics: Cost per FTD Explained.
- Customer interaction
- The Gambling Commission's rules for remote operators to identify customers at risk of harm and act on it, including stopping marketing and new bonus offers where strong indicators of harm appear. See Retention Cohorts After the First Deposit.
- Inducement
- An offer such as a bonus or credit used to persuade someone to gamble. Ontario prohibits advertising inducements outside an operator's own site and consented direct marketing. See Matching Casino Landing Pages to Search Intent.
- Self-exclusion
- A customer's request to be blocked from gambling for a set period, through schemes such as GAMSTOP in the UK and BetStop in Australia. Under BetStop, licensed providers cannot send marketing messages to registered people. Remove excluded people from every marketing and retention list you control. See Safer Gambling Help.