Traffic Quality

Traffic quality summarizes what a source’s players are worth after the acquisition math: deposit behavior, retention curves, bonus-cost ratios, fraud and chargeback incidence.

Operationalizing it

Quality scores blend early signals (reg-to-dep, first-deposit size, week-one activity) with maturing ones (M2/M3 retention, NGR per FTD, dispute rates) into per-source grades that feed deal reviews and dynamic pricing. The management discipline: score transparently enough that partners can respond (black-box downgrades read as rate cuts), and separate fraud (terminate) from mediocrity (reprice). Every durable program is, underneath the relationships, a traffic-quality pricing machine.