Reg2Dep

Reg2Dep is the registration-to-deposit rate: the share of users who sign up at a brand and go on to make a deposit. It measures the health of the bottom of the funnel — after your traffic has already proven interested enough to register — and is one of the primary quality metrics advertisers use to judge affiliate traffic.

A weak Reg2Dep tells you where to look: if registrations flow but deposits don't, the problem is usually brand-side friction (payment methods, KYC, an uncompetitive bonus) or traffic that was baited into registering without deposit intent. Advertisers watch this number for fraud signals too — abnormally low Reg2Dep suggests incentivized or bot traffic. Typical benchmarks vary by geo and source, so track your own baseline per brand and escalate to your AM when it shifts without a traffic change.