Running a Social Casino Is a Test of Agility
Regulatory framework around advertising social casino may change rapidly due to updates in state regulations, and the campaign management processes should reflect that.
This is the conclusion that the team behind Jackpota reached after relying on network platforms for campaign optimization. Like most self-attributing networks, these platforms provided their own performance data, but accuracy was questionable and reporting options limited.
The team was supplementing their data analysis with Excel pivot tables. This approach created two fundamental problems. First, without third-party verification, the team couldn’t trust whether reported conversions and costs were accurate. Second, optimizing CPA and ROAS required extensive manual work, pulling data from multiple platforms and attempting to normalize it in spreadsheets.
The process was time-consuming, prone to errors, and didn’t scale as media spend grew. The team needed a tracking infrastructure they could trust, one that would integrate directly with major networks and provide a single source of truth for performance data.
Building on Known Infrastructure
Jackpota found Voluum thanks to a colleague who had previous experience with it. The biggest draw was Voluum’s API integrations with major ad networks, cost synchronization, and extensive reporting options.
These features would allow Jackpota to build a data foundation that could handle their multi-channel strategy and support rapid growth.
One and a half years later, with monthly media spend exceeding $3 million across PPC, social, DSPs, native, offerwalls, and affiliate channels, that early decision to implement proper tracking has proven essential. Voluum has scaled alongside the business, handling increasing data volumes and complexity without requiring infrastructure changes.
Daily Operations and Integration
Voluum serves as Jackpota’s campaign management and optimization hub. The team uses it daily for managing campaigns across channels and optimizing performance. Voluum provides then the operational layer for media buying decisions.
The platform’s robust reporting engines allow Jackpota to track actions beyond simple clicks and registrations. Tracking events on ad levels brings unprecedented precision when it comes to fine-tuning campaign settings.
Such precision is not offered by ad networks’ rudimentary reporting systems. In competitive auction environments where small performance differences determine profitability, this granularity provides a meaningful edge.
Another widely used Voluum feature is postback tracking, that is essential for measuring the overall effectiveness of all marketing efforts. Tracking custom conversions allowed them to differentiate between conversion events with different payouts, increasing the accuracy of payout tracking. This level of tracking is critical in social casinos, where initial signup is just the first step in a longer user journey.
Cost synchronization eliminates manual spend tracking across multiple platforms. Instead of logging into each network, downloading reports, and updating spreadsheets, spend data flows automatically into Voluum. This automation becomes increasingly valuable as Jackpota manages campaigns across more networks and channels. With $3 million in monthly spend, even small tracking errors or delays would compound into significant budget misallocation.
Results and Reliability
Since implementing Voluum, Jackpota has achieved 150-200% ROAS improvement across their campaigns. This dramatic increase reflects the compound effect of better data, faster optimization cycles, and the ability to make decisions at a more granular level than competitors relying on platform-native analytics.
Voluum’s reliability has allowed Jackpota to scale aggressively without worrying whether their tracking infrastructure can handle the load. Downtime, data discrepancies, or tracking gaps at this scale would immediately impact profitability.
For Jackpota, Voluum provides the tracking foundation that makes everything else possible. In a market where state regulations can change overnight, and networks may open and close based on compliance requirements, having a reliable third-party tracker isn’t a luxury but a necessity.
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