The interpretation of figures of deities on the reverse of the coins of Asia Minor cities of the imperial period is usually done in several steps. The deity is generally quickly determined. It is difficult, however, to establish the superior intention behind the depiction. Does the figure refer to a real cult statue of the emitting city, is the image ‘only’ a reference to a local cult or was it chosen to symbolise, for instance, political connections of cities? The essay brings together opinions from 140 years of international numismatic scholarship and thus offers an overview of the changing patterns of interpretation as well as their range in general. In the end, a more conscious approach to the figures of the gods on coins and a more reflective methodological approach are recommended.