The many moving parts of the iGaming business
Ten years ago, a typical affiliate flow was simple, you had a source of traffic and an offer, sometimes with a landing page (or pre-lander) between them. That was in a time of solo affiliates doing their job on their own.
It’s 2024 and companies, especially in the iGaming sectors, need to go beyond that to generate income.
Revpanda has a lot of balls in the air. The company runs websites where they advertise their partners’ brands. Their biggest project is betpack.com but with other sites driving traffic to brands as well.
Now, imagine that you have 600 partners that you run ads for and have to show some results.
- How to manage so many campaigns
- How to make a campaign work and squeeze the most amount of money?
Revpanda works mainly with SEO traffic. Organic traffic requires a high level of understanding where users are coming from and, consequently, where do they choose to go. With only a few campaigns, it was somewhat possible to do this with rudimentary analytics systems of affiliate platforms plus Excel. But not for long.
At a certain scale it become apparent that a dedicated solution is a must. Google Analytics was doing its part, but the platform can’t record conversion data from postbacks. Voluum has become the most used tool in their technology stack.
Toolbox of an igaming affiliate company
Voluum didn’t replace all other tools. It became a complementary part of the whole stack. Voluum is responsible for gathering all data, including conversion data coming from postbacks, for deep-dive analytics.
The Scheduled reports feature is used to feed Microsoft Power BI platform for advanced data visualization and analytics. Google Analytics is still in use for some additional metrics.
Introducing Voluum allowed the company to:
- Improve conversion rates
- Provide better results for their partners
- Reduce costs
- Save time and reassign saved workload capacity to more money-generating tasks
- Simplify workflow
Facebook
Telegram
