Player lifetime value case: $9,125 in CPA, $61,376 GGR
365 first depositors from a 2024 India crash-game campaign cost the operator $9,125 in CPA. By May 2025 they had produced $61,376 in GGR. The buyer's payout topped its spend by about $1,200.
Tracking & attribution
Trackers, postbacks and attribution.
Affiliate fraud case: fake players and EUR 21-23 deposits
Two affiliate programs ran test launches in Spain and, by their account, got the same simulated players: synchronous sign-ups, card-only deposits of EUR 21-23 and emulated devices.
Same campaign, three attribution models: $43.90 to $1.02
Kadam priced one $1,756 campaign three ways: $43.90 per FTD on last-click, $10.98 on post-click, $1.02 on post-view. Why the gap is a counting rule, not a bargain.
UTM Tagging Explained: UTM Parameters and Naming Conventions
What UTM parameters are, how to build a tagged link, a naming template for media buyers, and how UTMs differ from click IDs and affiliate sub-IDs.
What is EPC in affiliate marketing? Formula and metrics
EPC is what one click earns you. Here is the formula, the full CPA metric chain from CTR to LTV, and a worked iGaming example that ties every number together.
Attribution models explained: what affiliates get paid on
Last click, linear, time decay, data-driven: how attribution models split credit, how Meta and Google count, and why affiliates are paid on a different number.
Affiliate marketing glossary: tracking, traffic and payouts
87 affiliate marketing terms for iGaming affiliates and media buyers: deal models, metrics, tracking, traffic sources, adtech, roles and compliance, defined in plain English.
Ad fraud explained: bots, click fraud and how to stop it
What ad fraud is, the main types from bots to click farms and install fraud, how ad networks filter it before and after the bid, and what a buyer can check in their own data.
Postback (S2S) tracking explained for iGaming affiliates
A postback is the server-to-server request an operator's system sends to your tracker when a player registers or deposits. How it works, what the URL carries and how to test it.
Meta Conversions API for affiliates: setup and deduplication
How the Meta Conversions API works when the conversion happens on an operator's site: postback to CAPI, event_id deduplication traps, match quality and setup.
Affiliate fraud in iGaming: bonus abuse, fake FTDs, signals
What operators count as affiliate fraud in iGaming, the signals that expose bonus abuse and fake FTDs, and what a fraud flag does to an affiliate's commission.
What is cookie stuffing? How it steals affiliate commissions
Cookie stuffing plants an affiliate cookie without a real click, so the stuffer takes last-click credit for sales it did not drive. Mechanics, cases, law and detection.
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