Sources
Sources and Reading List
The site cites 48 distinct sources: regulators, laws and official guidance for the rules, and platform documentation for measurement. Each page lists its own sources with the date each one shows.
Search the library
Every paper, guide and tool on the site. Filter by type or search by topic.
20 items
Research paper · Experiments
A/B Tests on Casino Landing and Sign-Up Pages
How to design A/B tests on casino and sportsbook landing and sign-up pages that protect search visibility, catch sample ratio mismatch and stay compliant.
Research paper · Attribution
Attributing Registrations and Deposits to Organic Search
Which attribution models Google Analytics still offers, what changed in 2023, and how to credit organic search for registrations without double counting.
Guide · Tracking
Building Funnel Event Tracking in Google Analytics
A step-by-step guide to tracking the organic funnel from landing visit to first deposit in Google Analytics: events, key events, reports, checks.
Research paper · Markets
Comparing Funnels Across UK, US, Canada and Australia
Why organic funnel rates from Great Britain, US states, Ontario and Australia cannot be compared directly, and the rules that change each funnel stage.
Guide · Privacy
Consent and Funnel Measurement
How UK storage rules, Google consent mode and privacy laws in Canada, Australia and California change what an organic casino funnel can count.
Tool · Economics
Cost per Registration and FTD
Free calculator for organic content cost per registration and cost per first-time depositor in GBP, USD, CAD or AUD, with what the ratios omit.
Research paper · Economics
First-Time Deposit Economics: Cost per FTD Explained
What cost per first-time depositor means for organic casino acquisition, how it differs from CAC, CPA and ROI, and why the timing of content spend distorts it.
Guide · Reporting
Funnel Denominators: Conditional vs Cumulative Rates
How to calculate casino funnel rates with the right denominator, step versus cumulative rates, how rounding works, and a worked example to check.
Tool · Scenarios
Funnel Scenario Library
Compare cautious, middle and optimistic step rates for a casino or sportsbook funnel side by side, see FTDs per 100,000 clicks and export a CSV.
Guide · Disclosure
How to Publish Funnel Numbers Honestly
What every published casino funnel figure should state: definition, sample, period, market, system and rounding, and how to label models honestly.
Research paper · Landing pages
Matching Casino Landing Pages to Search Intent
Why the landing visit to registration step depends on intent, how to judge each page type fairly, and which advertising rules limit what a landing page may say.
Guide · Deposits
Measuring First-Time Deposits Accurately
How to count first-time deposits for an organic casino or sportsbook funnel: one per account, from confirmed payments, with edge cases handled.
Research paper · Devices
Mobile Funnel Measurement for Casino Sites
How device splits change organic funnel rates on casino and sportsbook sites, where app handoffs break measurement, and how to report each device.
Tool · Model
Organic Acquisition Funnel Explorer
A free browser model of the organic casino funnel from search click to retained account: change any step rate, see every later stage update and download a CSV.
Research paper · Acquisition
Organic Search Clicks: The First Stage of a Casino Funnel
What Search Console counts as an organic click, why clicks never match landing visits, and how casino and sportsbook teams should record the first funnel stage.
Guide · Traffic
Organic Traffic Quality Checks for Casino Sites
Six checks that clean the first stage of a casino or sportsbook funnel: licensed markets only, brand split, bots, spikes, landing mix and internal visits.
Research paper · Conversion
Registration Conversion: Measuring Sign-Up Completion
How to define and measure the step from landing visit to completed casino or sportsbook registration, which events to record and what to protect.
Tool · Model
Registration-to-FTD Calculator
Free calculator for the steps after the landing page: enter organic visitors plus registration, verification and deposit rates to estimate FTDs.
Research paper · Retention
Retention Cohorts After the First Deposit
How to build retention cohorts for casino and sportsbook accounts acquired through organic search, which definitions to fix, and how harm rules apply.
Research paper · Verification
Verification Drop-Off: Age and Identity Checks
How age and identity verification rules in Great Britain, Australia, Ontario and US states shape the verification stage, and how to measure it fairly.
Nothing matches. Try a shorter word such as "deposit" or "consent", or clear the search.
Measurement documentation
- Google Search Console Help: what clicks, impressions and position mean, and how the Performance report aggregates data. Used in organic search acquisition.
- Google Analytics Help and developer documentation: recommended events, key events, funnel and cohort explorations, attribution models. Used in the tracking guide and attribution paper.
- Google Search Central: helpful content, spam policies and testing guidance. Used in landing page intent and experiment design.
- Google Tag Platform: consent mode. Used in consent and measurement.
Regulators, laws and official guidance
- UK: Gambling Commission (license conditions and codes of practice, consultation responses), ASA and CAP Code, Information Commissioner's Office.
- Canada: Alcohol and Gaming Commission of Ontario, iGaming Ontario, Canada Gazette, Office of the Privacy Commissioner.
- Australia: Federal Register of Legislation, Department of Communications publications, Victorian Gambling and Casino Control Commission, BetStop, Office of the Australian Information Commissioner.
- United States: American Gaming Association codes and figures (an industry body, attributed as such), the California Attorney General, the National Council on Problem Gambling.
Research
- Microsoft Research, Experimentation Platform: sample ratio mismatch. Used in experiment design.
How each source is used
- Quotations are copied word for word and checked against the source.
- Each source shows the date the page displays, or "no date shown."
- Every source was read on October 27, 2026, and rules are rechecked when a regulator announces a change.
What we do not rely on
- Operator marketing as evidence of how a funnel performs.
- Unattributed statistics, including "industry average" figures with no method.
- Vendor benchmarks that do not publish their sample and definitions.
- Paid placements and affiliate feeds.