Conversion rate is a phrase not a definitive term.
All three definitions descibe different things – although as an affiliate I’d possibly be intersted in all three – depending on my player base.
Definition #3 ( Depositors / Clicks ratio) is probably the easiest and best to use if you are looking for a single numeric value that can be taken acrooss the industry.
Definition #2 (Depositors / Downloads ratio) could also be useful for sites who link directly to a whole lot of downloads.
Definition #1 (Depositors / Real Players ratio) is probably the least useful for generic comparisions across idfferent programs if only because each program seems to have a different set of standards in defining what a “real player” is.
However, in comparing between casinos within a program then #1 would be most useful, especially with demographic data.
Also these three ratios seem to measure different efficiencies …
Definition #3 ( Depositors / Clicks ratio) probably identifies the quality of the affiliate site visitors (freebie hunters v novice players v active punters). Each affiliate site will probably get a very different value at your program.
Definition #2 (Depositors / Downloads ratio) measures the desirability of the software – and the sales value of the games. This is more a reflection on the appeal of the software – and the ability for the site to make a sale.
Definition #1 (Depositors / Real Players ratio) seems to me to be a measure of the ability of the program site to make and complete a sale. While player quality MIGHT affect these numbers a bit – it seems to me that the play is “sold” on the site – so most likely factor is the ease of use in depositiing playing.
Also – I think that you need to be able to “slice and dice” these numbers on these metrics according to other data.
Definitions #2 and #3 should have IP addresses at least which should be resolveable to a particular country.
Definition #1 should also have age and sex demographics as well – as these players have supposedly provided real data.
So as a quality affiliate who thinks that I presell my sites before they visit a program then I’d be really interested in definition #1 at your program for a sub-section of players.
I might even ask what your top 5 countries are for male players between 18-35 (as I associate this with my sports betting based traffic) for definition #1 to bsee if I have a match with my userbase.
While a US based affiliate who simply attracted free bet seeking download players (of dubious quality) might be interested in definition #2 or #3 for the US market.
So it’s a good question Udi – but I can think of three different answers right there – and there are probably more.