The numbers we report with
Six metrics every weekly report is read by, and a worked forecast step by step — from source capacity to cost per deposit.
Six numbers in every report
The first clear point in the funnel. On its own it means nothing: cheap registrations with no breakdown of who reaches a deposit are the standard way to produce a good-looking report.
Run the numbers for your budgetFirst-time deposit. The point we agree results on: everything upstream is counted to it, and retention begins after it.
Run the numbers for your budgetCost per first deposit. It varies roughly tenfold between Tier-3 and Tier-1, so it can only be compared within one region and one source.
Run the numbers for your budgetRepeat deposits. They show the people were not accidental: the share returning in month two separates a working source from a pretty one.
Run the numbers for your budgetStep-by-step conversion. We look at click → registration and registration → deposit separately: a drop at the first step is fixed by creative, at the second by product and verification.
Run the numbers for your budgetReturn on spend. Measured over a horizon rather than a week: in Tier-1 payback is usually visible within a month, in Tier-3 within a quarter.
Run the numbers for your budgetThe figures above are market benchmarks, not your forecast. Before launch, for a specific GEO, source and budget, we prepare a separate projection: how much traffic is available, at what price, what step-by-step conversion to expect and over what horizon the economics close. The forecast is built before signing, not after the first month, and it shows where every number came from.
Where traffic goes on the way to a deposit
The step widths are schematic; the figures come from the worked example below: Poland, Paid Social and Programmatic, $30,000 in media, five weeks. For your product the numbers are calculated separately — in the calculator.
How a forecast is built
A worked example for a specific request: Poland, paid social and programmatic, $30,000 in media, five weeks. Every figure is a market benchmark; your projection is built on your own numbers.
How much traffic is available
We check source capacity for the GEO: how many impressions can actually be bought per week at a price that does not break the economics. In Poland, across these two sources, that is roughly 4–6M impressions per flight.
What a click costs
CPM in this mix sits around $7.50 and CTR in this niche around 1%. So $30,000 buys roughly 4M impressions and about 40,000 clicks — $0.75 a click. Everything downstream is counted from that number.
How many reach registration
Click → registration on Polish traffic usually lands at 6–9%. From 40,000 clicks that is 2,400–3,600 registrations.
How many reach a deposit
Registration → deposit runs 12–18% with normal verification. That yields 290–650 first deposits, or $46–104 each — inside the Tier-2 range.
Where the projection can miss
Three places: verification stricter than expected, creative burning out before week two, source capacity running out before the budget does. All three show up in week one, which is why week one is for checking, not for volume.
The projection is delivered before signing, broken down by week and by source — and the report is later read against it. If actuals fall outside the range, we explain which of the five steps missed rather than restating the forecast after the fact.
Calculated for your GEO and budget
Describe the product, GEO and budget — we come back with a media plan in 48 hours. Free and without obligation.
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