How do brands evaluate crypto traffic quality these days?

[Renji]

Not so long ago, many brands were fine just seeing a registration or a first deposit — that was enough to call the traffic “working.”
Now things have changed: brands have become way more demanding. They’re not just looking at conversions anymore, but also at user behavior — retention, activity, repeat deposits, and LTV.


A lot of them have started using their own analytical models, tracking the user’s path after the lead — how many actually make it to deposit, and how quickly the flow “burns out.”
Because of that, it’s getting harder to secure fixed deals, especially when working directly with a brand rather than through a network.


Overall, the trend is clear — brands want quality traffic, not just volume.
But the question remains: where’s the line between “quality control” and overcautious filtering from the brand’s side?
Sometimes it feels like even perfect traffic still needs to be proven.


How’s it going for you guys? Do brands really evaluate quality based on numbers, or is it often more subjective?

 

[proxycove]

The problem is that many brands use "quality" as an excuse to lower payouts or reject traffic. They have the numbers, but the criteria keep changing. Today they need 30-day LTV, tomorrow they're looking at 90. Better to work through proven networks where there's a buffer between you and the brand. Networks protect you from such sudden "discoveries" from advertisers.

 

[Renji]

The problem is that many brands use "quality" as an excuse to lower payouts or reject traffic. They have the numbers, but the criteria keep changing. Today they need 30-day LTV, tomorrow they're looking at 90. Better to work through proven networks where there's a buffer between you and the brand. Networks protect you from such sudden "discoveries" from advertisers.

I agree with that to some extent, but it’s still interesting to see what exactly most brands consider a sign of quality

 

[Graybeard]

A lot of them have started using their own analytical models, tracking the user’s path after the lead — how many actually make it to deposit, and how quickly the flow “burns out.”
Because of that, it’s getting harder to secure fixed deals, especially when working directly with a brand rather than through a network.

Fixed CPA/FD conversions are always tied to how referred customers perform—in aggregate, per affiliate.
To oversimplify: affiliates want a quick smash-and-grab payout, while programs want lifetime value to justify that acquisition cost. The balance isn’t adversarial—it’s a gestalt. Each side only thrives if the other performs. Look up the word.