So, it's really across the board. And many will sign up and not play (or play for free). So - give it time, it will work. It took me about 6 months when I started to get a depositing player. I know others that it took a year to do so.
2 Sales - That can mean something different in each program. Typically, though, a sale just means that a person signed up at the casino. It does not mean they deposited (in most cases).
So - there are times when I have 20-50 signups in a month and only 1 or 2 real depositers.
I've got a couple of programs that do really well on conversions and some I have tried have done absolutely nothing.
If I find a casino that I like (good casino, good customer service etc) I test out the affiliate program for a few of months and see how it does
Here is an example of one of program that I am testing right now (one weeks stats) - It's not one that I send much traffic to as I'm restricting the banner to a peripheral page for now, but the proportions look typical. Not great, not bad, just typical.
Clicks 412
Downloads 73
New Real Players 9
New Wagering Players 6
Deposits 2
However, one big factor is how the casino manages to retain players, so I will be testing it for a few more months and deciding whether to promote it more after that