If you’re promoting iGaming offers, tracking conversions isn’t just a best practice—it’s essential. Whether you’re managing ad spend, optimizing campaigns, or evaluating affiliate performance, accurate conversion tracking gives you the clarity you need to scale results.
After all, conversions are your end goal, the reason you do everything, so it’s worth measuring them correctly.
In this guide, we’ll answer the most common questions marketers have about tracking iGaming conversions and share insights into how to unlock better performance with smarter data.
Why Should I Track iGaming Conversions?
Conversion tracking is the foundation of any marketing strategy. No matter if you use paid traffic or SEO traffic, you need to measure how your actions translate to results.
In the iGaming industry, where payouts are often tied to specific actions like FTDs (First-Time Deposits) or qualified registrations, tracking helps you:
- Measure ROI on every campaign, ad, and traffic source
- Understand which creatives, placements, or geos convert best
- Detect and eliminate underperforming traffic
- Comply with affiliate program terms and optimize for payout models
Without conversion tracking, you’re flying blind, which can lead to wasted budget and missed opportunities.
What are the common problems of conversion tracking in iGaming?
So, if tracking conversions is that essential, why isn’t everyone doing it? Why does it need to be constantly reminded?
The reason is that conversion tracking may be hard. Affiliate platforms or operators often don’t give easy ways for extracting conversion data. Or they only give them to you after certain time. Delayed conversions are not that effective for optimizing traffic – so many marketers don’t bother with them at all.
Correctly tracked conversions need to be:
- Timely
- Accurately attributed to the original visit
- Containing additional information about payout amount and conversion type
- Unique
All these points cannot be satisfied without a dedicated tool such as Voluum. Voluum uses a reliable S2S postback tracking to record conversions milliseconds after they occur. Postback can carry additional data, such as payout or conversion type, along with unique identifiers that allow for proper conversion attribution.
The alternative is hiring someone just to keep an Excel file updated with information that is delayed by hours.
Why Is It Important to Track Custom Conversions (FTDs, Registrations, Resells)?
In iGaming, not all conversions are equal. A simple click or even a signup might not qualify you for a commission. Custom conversions allow you to go beyond basic metrics and track high-value actions such as:
- FTDs (First-Time Deposits): Often the main event in iGaming affiliate programs. Tracking FTDs shows which traffic brings paying players.
- Registrations: Useful for measuring initial interest and optimizing onboarding funnels.
- Resells or Re-deposits: Important for understanding user lifetime value (LTV).
By tracking these milestones, you can understand which of your efforts bring you the most money and optimize them accordingly. It also gives you a clearer picture of your profitability, allowing you to calculate the exact ROI on your actions.
Voluum has a mechanism for distinguishing between different conversion types. You can attach a ‘conversion type’ parameter in a postback URL and define it in Voluum. This way, you will see payouts from FTDs and registrations measured separately.
You can even fire different postbacks per conversion type back to your traffic source!
What Is Conversion Attribution Tracking in iGaming and Why Is It Important?
Conversion attribution answers a key question: Which segment of traffic ad caused this conversion?
iGaming advertisers often mix several channels to display their message and target a diverse audience. At the end, it may not be clear which original visit resulted in a given conversion. Without conversion attribution, you only see aggregated results, and the wrong source might get credit for the conversion, leading to poor budget allocation.
Benefits of accurate attribution:
- Understand which part of your funnel is driving results
- Reward the correct affiliate or optimize toward a more performing traffic segment
- Prevent fraud or false-positive conversions
Voluum is set up for conversion attribution by default, meaning that it generates a unique identifier for each click, which is then passed to an operator and returned in a postback URL. Given that each event is registered with over 30+ data points, you can analyze your conversions in relation to them in reports. Create reports to see which device types, browser language versions or GEOs generate concrete conversions.
What Is the Customer Journey and Why Should I Track It?
The customer journey includes every step a user takes before converting:
- Ad click
- Landing page visit
- Click to offer
- Registration
- Deposit or further actions
Tracking every touchpoint with your campaigns is key to optimize your funnels toward higher ROI. Customer journey tracking allow you to:
- Identify and fix drop-off points (e.g. high bounce rates on landers)
- Test different landers, CTAs, or flows to boost conversions
- Personalize campaigns based on user behavior
Understanding user behavior across each stage means smarter decisions and higher profitability. Voluum enables you to track every part of a user’s journey, including multi-step funnels that can deliver more content to an undecided buyer.
You can also use grouping by conversions to see every touchpoint made that caused a particular conversion.
Additionally, with Voluum you can easily rotate pages to test new angles or improvements to the customer journey and get results on the fly.
What Are the Types of Custom Conversions in Different Niches?
Each industry has different success metrics and it is important to understand the differences.
iGaming:
- Registration: User signs up on a casino or betting site
- FTD (First-Time Deposit): User makes their first deposit
- CPA Qualified Lead: Meets specific criteria (age, geo, amount deposited)
- Resell / Repeat Deposit: User returns to deposit again
E-commerce:
- Add to Cart
- Checkout Initiated
- Purchase Completed
- Repeat Purchase / Subscription Renewal
Lead Generation:
- Form Submission
- Email Verified
- Phone Call Completed
- Appointment Booked
Each conversion type may require a different approach: message creative or advertising channels. These conversions also fall on different stages of a marketing funnel.. Take iGaming: you need a different angle to convince a person to register to a game and make a first-time deposit. And then you need to remarket the latter ones in the hope they will repeat deposit.
Custom conversions allow you to track what actually matters to your bottom line.
How Do I Set Up iGaming Conversion Tracking With Voluum?
Conversions are tracked using one of 3 techniques:
- Scripts (often called pixels) – They are used when you control the page with an offer
- S2S postback – They are used when you source your offers from a 3rd party, like an operator or affiliate platform.
- API – This is used on rare occasions when a tracking platform is API-integrated with an affiliate network. For example, Voluum is integrated with platforms such as ClickBank.
Setting up conversion is easy, and it only requires either implementing a conversion tracking script on a ‘Thank you’ page or grabbing a postback URL from Voluum and submitting it to the operator.
Voluum makes this process seamless, with built-in templates and automation for common affiliate networks.
Final Thoughts: Smarter Tracking = Better Profits
Conversion tracking in iGaming is no longer optional—it’s critical. From understanding your best-performing traffic sources to optimizing for high-value actions like FTDs, tracking empowers you to make smarter, faster decisions.
With tools like Voluum, you can:
- Monitor every step of the customer journey
- Attribute conversions accurately
- Automate optimization and scaling
Start tracking smarter today and turn your traffic into revenue.
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