What KPIs Betting Affiliates Should Actually Track

In the world of betting affiliates, performance is not measured only by the number of clicks or signed affiliate agreements. To optimize profits and strategically scale, affiliates need to track specific KPIs (key performance indicators) that directly affect revenue, conversion rate, and quality of the traffic they attract. Successful companies operating in the gambling segment use more than 10 different metrics to understand how profitable cooperation with an affiliate is.

To make affiliate marketing profitable in the long run, you need to look beyond superficial metrics such as CTR and understand who exactly becomes your user, how long they stay active, and how much you earn from each attracted player.

The use of marketing analytics and tracking tools (especially when it comes to an igaming tracking solution) allows you to accurately assess the effectiveness of different traffic sources. For example, SEO campaigns may have a lower CTR but a much higher conversion rate than contextual advertising.

The combination of quality content, a well-configured funnel, and careful monitoring of KPIs allows you not only to survive in the market, but to dominate. And remember: sometimes 100 players with a deep LTV are much more effective than 1000 random conversions without a single deposit.

Key betting metrics in affiliate marketing that you need to know

The effectiveness of affiliate campaigns directly depends on how clearly you understand key metrics. Without accurate measurement of indicators, it is difficult to assess traffic profitability, user quality, and return on investment. In the world of affiliate marketing, where competition is growing every day, simply attracting traffic is not enough. To understand how your affiliate business is developing, you need to know which metrics are really important. In the particularly dynamic betting segment, even a small error in analytics can affect revenue or reduce potential commission.

Here is a list of key betting metrics that should be in every affiliate’s daily arsenal:

• • Registration to FTD (First-Time Deposit) ratio: If you have 300 registrations, but only 30 players have made a deposit, your FTD Rate is 10%. This is a signal to review your advertising channels or content quality.
• • ARPU (Average Revenue Per User): An indicator that allows you to see the average profit from one active user. For example, if 50 users brought in $1,000 in a month, the ARPU would be $20.
• • Net Gaming Revenue (NGR): One of the most important financial indicators, calculated as gross winnings minus bonuses, jackpots, and bet returns. This is the basis for calculating commission in many affiliate programs.

After the basic metrics, it is worth paying attention to deeper analytics. Here are a few more important indicators:

• • Percentage of active players after 7 days (Day-7 Retention)
• • Repeat Deposit Rate
• • Time from registration to first bet (Time to First Bet)

This data allows you to understand not only the quantity but also the quality of users. The shorter the time between registration and the first bet, the better the funnel works.

To better understand the effectiveness of each traffic source, affiliates should consider:

• • CTR of banners and links
• • Bounce rate from landing pages
• • Cost per FTD

If you work with a large amount of traffic, automated analysis is a must. Here, it is worth integrating analytical platforms or internal tools with bookmakers’ APIs.

Secondary metrics should not be ignored, such as:

• • Number of bets per user
• • Average duration of player activity
• • Number of returns or wins

Even if your campaign seems effective in terms of FTD, low NGR or ARPU indicates problems with retention or incorrect audience segmentation.

In 2025, comprehensive dashboards that combine metrics from various sources — such as websites, social networks, applications, or even Telegram bots that attract traffic — have become particularly relevant. More and more affiliates are implementing automatic KPI reports that are sent daily to email or CRM.

To build a sustainable affiliate business, it is not enough to blindly trust the numbers from the affiliate program. It is necessary to analyze, segment, and optimize on your own — and then even a small audience can bring stable income.

Sports betting metrics: what really affects affiliate profitability in sports betting

The world of sports betting is developing extremely dynamically: new betting lines, tournaments, matches, and players appear every day. However, for affiliate partners who drive traffic to bookmakers, the main question remains the same: how to track performance and increase revenue? Properly configured sports betting metrics can help with this.

Unlike traditional metrics in SEO or content marketing, player behavior plays a key role in sports betting. That is, which events they choose, how often they return, how much they lose or win, and how this affects your commission.

Here are the basic metrics to start with:

• • FTD (First Time Deposits) — the number of first deposits for the reporting period. If you have 500 visits and only 20 FTDs, you need to review the quality of the source.
• • Average Bet Size — if most bets are $1–2, you will receive a minimal share of this volume. This indicator is important for affiliates on the RevShare model.
• • Activity during major events — for example, during Euro 2024, the number of bets increases 3–4 times. Analyzing traffic during such periods helps to plan campaigns in advance.

In addition to the main indicators, there are a number of more specialized ones:

• • Conversion Rate (CR) in Live bets
• • Win/Loss Ratio
• • Average Session Time
• • Number of markets a user bets on
• • Number of bets per player within 30 days

These metrics are especially useful for understanding how engaged users are. If a player visits the site once, bets $10, and disappears, that’s the minimum contribution to your affiliate reward.

In the context of gaming KPIs, affiliates also need to consider the following elements:

• • The “bet-to-win” ratio
• • The frequency of bets on favorites (high odds vs. low odds)
• • The time of day when the user is most active
• • The number of “cash” days per month

This data allows you to segment your audience and optimize your advertising materials for each group.

It is also worth evaluating the behavioral loyalty of users:

• • Does the player return after losing?
• • Does he change the types of bets (football, tennis, eSports)?
• • Does he interact with the bookmaker’s live chat or push notifications

If most of your users stop playing after the first week, this is a serious signal to change your strategy.

According to some bookmaker programs, players with an LTV (Lifetime Value) of over $500 make up only 5% of the entire base, but bring in over 50% of the revenue. That is why it is important not only to drive traffic, but also to track the depth of interaction.

Finally, be sure to implement your own metrics if you use multiple traffic sources or work with different language versions (e.g., English vs. Spanish pages). This will allow you to identify which audience converts better.

In sports betting, key metrics are not just numbers, but behavioral signals that reveal the true value of a user. And every betting affiliate who wants to increase their revenue in 2025 needs to know them.

Gaming KPIs: key performance indicators in gaming affiliate marketing

Affiliate programs in the igaming industry are not just about traffic and clicks. To truly evaluate the success of a campaign, you need a system of Gaming KPIs — measurable indicators that reflect traffic quality, user behavior, marketing effectiveness, and revenue stability. The right approach to analysis helps not only to control income, but also to change strategies in a timely manner for a better conversion rate and revenue growth.

First, it is important to track:

• • ARPPU (Average Revenue Per Paying User) — the average profit per paying player. If the indicator falls below €10–15, this is a signal to adjust the traffic or the offer itself.
• • Retention rate — the percentage of players who return to the game. In affiliate programs, this indicator often fluctuates between 30–60% in the first month and may vary depending on the type of game or geography.
• • Churn rate — conversely, shows how many players are lost over time. A decrease in this indicator by even 5–7% can significantly affect long-term revenue share.

Next, it is worth paying attention to behavioral metrics. They allow you to assess how engaged players are and whether they bring stable income.

• • Session Length — the duration of a gaming session. The longer players stay in the game, the higher the likelihood of transactions.
• • Level Completion Rate — how many users complete the game or certain stages of it. This is an indicator of overall interest and gamification balance.
• • In-game purchases — the number and amount of in-game purchases. It is important not only how many players buy, but also how often this happens.

Additional KPIs that can help:

• • Number of Active Players — the number of active players per day, week, or month.
• • DAU/MAU Ratio — the ratio of daily to monthly players, which gives an idea of how often the game is used.
• • Player LTV (Lifetime Value) — the projected revenue from a single player during their “lifetime” in the game. This indicator is especially important for budget planning and negotiations with partner companies.

Successful affiliates and marketing managers in the gaming industry don’t just collect this data, they use it to make predictions and adjust their campaigns. Effective tracking of metrics allows you to increase revenue without increasing player acquisition costs. And most importantly, it allows you to abandon ineffective approaches in time, before they turn into losses.

Affiliate marketing metrics: how to determine the effectiveness of an affiliate campaign

In affiliate marketing, one of the key tasks is to constantly measure effectiveness. Metrics allow you to objectively assess which campaigns are working and which are wasting traffic and time. In an environment of growing competition and constant changes in user behavior, a clear understanding of KPIs is critical for every affiliate company.

A distinctive feature of affiliate marketing is that income depends on the actions performed by users: registration, deposit, purchase, or subscription. That is why basic performance metrics must be set up from the very first days of the campaign.

The most common affiliate marketing KPIs are:

• • Conversion Rate (CR) — the ratio between the number of clicks and the number of target actions. If the CR is below 1%, it is a signal to review the landing page or traffic quality.
• • Revenue per Click (RPC) — the income generated by a single click on an affiliate link. For example, if 1,000 clicks brought in $80, the RPC is $0.08.
• • Average Order Value (AOV) — the average check per action. In verticals where users purchase premium subscriptions or make large deposits, AOV can have a significant impact on overall revenue.

A successful affiliate strategy is based on a comprehensive approach to analytics. Don’t rely on just one metric — it’s important to combine:

• • Click-Through Rate (CTR)
• • Cost Per Acquisition (CPA)
• • Lifetime Value (LTV)
• • Churn Rate
• • Return on Investment (ROI)

In addition to quantitative indicators, qualitative factors should also be taken into account. For example, how relevant is the audience, what devices do they use, how much time do they spend on the partner’s website, what pages do they view.

A powerful tool for analytics is the use of UTM tags and tracking systems. They help you find out:

• • where the traffic came from
• • what type of device is used most often
• • which campaigns generate more conversions
• • how effectiveness changes over time

It is also worth paying attention to seasonality. For example, during the New Year holidays or major sporting events, the conversion rate can increase by 2–3 times. During these periods, it is worth launching additional activities — from bonuses to exclusive offers.

For large affiliate marketers who work with several affiliate programs, it is important to set up dashboards with daily data updates. This allows you to instantly respond to a decrease in CR, changes in user behavior, or a drop in profits.

Special emphasis should be placed on the retention rate — an indicator that reflects the campaign’s ability to retain customers. The longer a player or buyer remains active, the higher your income under the RevShare or Hybrid model.

In 2025, affiliates who ignore metrics risk losing profits. The market is becoming more complex, and only those who take a systematic approach to evaluating effectiveness will be able to scale up.

Knowing your affiliate marketing KPIs is half the battle. The rest depends on optimization, quick response, and competent analysis of the numbers behind each user action.

Igaming tracking solution: how to track key performance indicators in affiliate marketing

Modern tracking solutions in the gaming niche have a number of features that significantly improve the accuracy of analytics:

• • Integration with affiliate programs for automatic collection of data on revenue, registrations, and deposits
• • Deep segmentation of users by source, geography, devices, and behavioral characteristics
• • Comparative campaign analytics with the ability to measure the effectiveness of each channel in a specific period
• • Tracking by unique parameters — tracking user IDs, clicks, first-time deposits, and repeat deposits
• • Automatic report generation and the ability to export them to external systems
• • Notifications about changes in indicators — the system notifies you when anomalies require attention

Such tools are used by more than 70% of large affiliate companies, particularly in casino marketing and sports betting. This allows you not only to optimize traffic costs, but also to identify links between player behavior and revenue. For example, activity tracking shows that the average retention rate of new players from push campaigns is 12%, while from email it is over 20%.

A high-quality igaming tracking solution helps you not only “see the numbers,” but also make business decisions based on clear, proven metrics. In the complex structure of gaming marketing, without such solutions, it is impossible to achieve stable revenue growth or accurately calculate affiliate payouts. Therefore, choosing a tracking system is not a matter of convenience, but a vital necessity for any affiliate network that strives to work for results.

The choice of tracking platform depends on the specifics of the affiliate model: CPA, RevShare, or Hybrid. For example, when working with the CPA model, it is essential to track first deposits and confirmed registrations. Meanwhile, RevShare partners need to focus on long-term user behavior, retention rates, average revenue per user (ARPU), and activity periods. That is why tracking tools must be flexible and adaptable to the business model.

What metrics should be integrated into the tracking system:

• • FTD (First Time Depositor) – a key metric for CPA partners
• • CR (Conversion Rate) – the percentage of registrations that completed the target action
• • ROI (Return on Investment) – how profitable a particular traffic source is
• • Retention Rate – how many players return after their first interaction
• • EPC (Earnings per Click) – profit from each click, which allows you to evaluate the quality of traffic
• • LTV (Lifetime Value) – expected profit from one user for the entire time of their activity
• • Churn Rate – the rate at which users cease to be active
• • Fraud Score – an indicator of the likelihood of fraud or dishonest traffic generation
• • Geo Performance – analysis by country and region: where the best results are

These metrics help not only to “see the numbers,” but also to make strategic decisions: from optimizing landing pages to redistributing the budget between channels.

It is also very important to consider GDPR and other regulatory restrictions: some markets, including the EU, have specific requirements for the storage and processing of user data. This means that the chosen tracking system must have security certificates, a privacy policy, and access control mechanisms.

For the tracking system to work effectively, you should regularly:

• • Validate the data sent with data from affiliate programs
• • Test tracking links after each page or site update
• • Create weekly KPI reports and analyze not only traffic but also behavioral indicators

In practice, affiliate teams that use professional trackers usually have 25–35% higher advertising budget efficiency. Therefore, an igaming tracking solution is not an expense, but a strategic investment that directly affects the conversion rate and net revenue. In a world where every click counts, it is detailed analytics that turn traffic into profit.