How we work
Methodology
We build our papers from primary sources, quoted with dates, and from transparent models anyone can rerun. We do not use operator data, interviews or surveys, and every modeled number on the site says so where it appears.
1. Primary sources first
For rules, we read the regulator, the law or the official guidance: the Gambling Commission, the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP), the Alcohol and Gaming Commission of Ontario (AGCO), Australian government and state regulators, US state regulators and industry codes. For measurement, we read the platform's own documentation, such as Google Search Console, Google Analytics and Google Search Central help pages. Each source is listed on the page with the date it shows, or "no date shown." The sources page explains what we do not use.
2. Transparent models
Our funnel model has 6 stages: organic search clicks, landing visits, registrations, verified accounts, first-time depositors and retained accounts. Every rate is a step rate, a share of the stage before it, and counts are rounded to whole people at each stage. The default inputs are illustrative values chosen to make the arithmetic easy to follow. They are not averages, benchmarks or data from any operator.
The worked example in funnel denominators shows every stage and rounding step.
3. Labels where the number appears
Any modeled or invented figure carries the words "illustrative" or "example" next to it, in charts, tables and tools. Real figures carry their source and date. If a number has neither, it should not be on the site; tell us if you find one.
4. Market context
We cover four markets: the UK, the US (state by state), Canada (with most detail on Ontario) and Australia. We do not cover markets where online gambling is not permitted for the product discussed, and we do not publish content aimed at any other country.
5. Editorial review
Before publication, an editor checks every quotation word for word against its source, every date, every number and every link. Rules are rechecked when a regulator announces a change and at least every six months. The editorial policy covers corrections and independence.
6. What our research cannot tell you
Without operator data, we cannot tell you what rates a casino or sportsbook site "should" achieve. We can tell you how to define, measure and compare them honestly, and how the rules change each stage. Where a question needs measured data, the honest answer is to measure it yourself, and the guides show how.