Conversion formulas I use are:
Visits / Download – Good gauge for traffic quality
Download / Depositor – Good Gauge for Payment Processing Effectiveness of casino. This one is very important now due to credit card issues.
Visits / Depositor – Establish Per Click Cost you can afford at PPC engines (ROI)
Depositor / Revenue – Player Value Gauge. Also reveals shaving in a hurry if numbers are way out of line for software platform.