Research paper · Devices
Mobile Funnel Measurement for Casino Sites
Mobile and desktop visitors move through a casino or sportsbook funnel differently, and the measurement breaks in different places. Report each device as its own funnel first, then combine, and mark every point where a visitor leaves the web for an app.
Start with separate device funnels
A blended rate hides a shift in device mix. If mobile visitors register at a lower rate than desktop visitors on your site and the share of mobile traffic grows, the blended registration rate falls even when both device rates hold steady. Build the funnel three times: mobile, desktop and tablet, then a combined view weighted by each device's share. When the combined rate moves, the device funnels show whether behavior changed or only the mix did.
Device data in Search Console
Search Console's Performance report splits clicks by device. Its help pages note that "Data grouped by Queries, Countries, Devices, or Dates is aggregated by property," while "Data grouped by Pages or Search appearance is aggregated by page," and that chart and table totals "can sometimes differ" because of this. A device split of the first stage and a page split of the first stage will therefore not add up exactly. Choose one grouping per report and note it, as the organic search paper recommends.
Where app handoffs break the funnel
Many operators send mobile visitors from an organic landing page to an app store or to an app sign-in. Once that happens, registration, verification and the first deposit may be recorded in app analytics, while the landing visit sits in web analytics. Without a shared identifier or a joined property, the web funnel shows a large drop at registration that is really a move to another system.
| Handoff | What the web funnel sees | What to record |
|---|---|---|
| App store link | Exit after the landing page | A click event on the store link, by market |
| Deep link to app sign-in | Exit before the form | A handoff event, then app registrations attributed back where possible |
| Cashier in a separate domain or frame | Lost session or new source | Cross-domain measurement tested with a real path |
Cross-device paths
A player may read a rules explainer on a phone during the day and register on a laptop at night. Unless both visits belong to one signed-in user, analytics counts two users: one who left after the landing page and one who arrived and registered. The cumulative rate from click to registration falls as a result. Treat device-level rates as directional, and use signed-in data, where your privacy notice and consent allow it, to understand how often players switch.
Mobile pages and the registration step
On small screens, long forms, document uploads for verification and hidden terms cause more stops than on desktop. The registration paper lists form step events that make these stops visible. Record them by device so a mobile-only problem, such as a camera upload that fails on one operating system, shows up as a spike in one funnel rather than a dip in the total.
Funnel reports by device in analytics
Google Analytics funnel explorations allow up to 10 steps and can show the "average time elapsed between funnel steps." Running the same funnel with a device filter is the simplest way to compare. Keep the step definitions identical across devices, or differences will come from the definitions, not the visitors.
Limits of this paper
This paper describes how device data is collected and grouped. It gives no expected mobile or desktop rates and uses no operator data.
Questions
Should the site's funnel explorer be run per device?
Yes. Enter each device's own rates in the explorer and compare the outputs, rather than entering a blended rate.
Why does mobile registration look low when the app is popular?
Registrations that happen in the app are missing from the web funnel. Record app handoff clicks and join app registrations back where you can.
Can device rates be compared across markets?
Only after comparing each market's device mix and rules. Verification steps and product availability differ by market and affect mobile users most.
Sources
Each source was read on October 27, 2026. How we choose sources is set out on the sources and reading list page.
- Google Search Console Help, Performance report (Search results): Overview and basic setup, no date shown.
- Google Analytics Help, [GA4] Funnel exploration, no date shown.