If you are a brand or iGaming operator running an iGaming program so tracking the right performance metrics is the key to your success. It is not just about how many clicks or signups you are getting; it’s about knowing which efforts are bringing the real results.
So that’s why the iGaming affiliate marketing platform plays an important role in understanding what is working, what is not.
According to Statista, a 2024 survey revealed that around 64% of marketing decision-makers worldwide track their marketing or sales pipeline as a key performance indicator (KPI), while less than half include customer lifetime value in their KPI metrics.
Let’s learn about the & most important KPIs (Key Performance Indicators) that every affiliate manager or iGaming brand should monitor.
1. Conversion Rate
It helps you measure how many users take a desired action after clicking an affiliate link. In iGaming, this often means signing up, depositing, or placing their first bet.
Why is it important:
This KPI tells you how well your affiliate traffic is performing. A high conversion rate means the traffic is relevant and interesting. A low rate could mean your offer, landing page, or targeting isn’t working.
The formula to calculate this metric is:
Conversion Rate = (Number of Conversions ÷ Total Clicks) × 100
2. Revenue Per Click (RPC)
It tells you about how much money you earn from each click sent by an affiliate.
Why is it important:
This helps you see which affiliates are sending high-value traffic. An affiliate with fewer clicks but a high RPC might be more valuable than one with lots of low-converting clicks.
The formula to calculate this metric is:
Revenue Per Click = Total Revenue ÷ Total Clicks
3. Cost Per Acquisition (CPA)
CPA tells you about how much money you earn from each click sent by an affiliate.
Why is it important:
CPA helps you understand if your campaigns are profitable. If your CPA is higher than what a player spends, you’re losing money.
Formula to calculate:
Cost Per Acquisition = Total Affiliate Spend ÷ Number of New Players
4. Player Lifetime Value (LTV)
LTV estimates how much revenue a single player brings to your platform during their lifetime.
Why is it important:
LTV shows whether players referred by affiliates are valuable long-term. A higher LTV means more loyal and profitable users.
Formula to calculate:
LTV = Average Revenue per Player × Average Retention Time
5. Active Player Rate
This KPI shows the percentage of referred users who actively engage with your platform (by logging in, depositing, or betting.
Why is it important:
Not all signups are valuable. If users don’t become active, they won’t generate revenue. This metric helps you see who’s bringing real players.
Formula to calculate:
Active Player Rate = (Number of Active Players ÷ Total Signups) × 100
6. Traffic Quality Score
This is a score (usually internal) that evaluates how trustworthy and valuable affiliate traffic is, based on bounce rate, time on site, session activity, and more.
Why is it important:
It helps detect fake, bot, or low-intent traffic that won’t convert. You can spot and stop bad traffic before wasting money.
No universal formula – calculated based on behavior metrics like:
- Bounce Rate
- Pages per Session
- Time on Site
- GEO/IP match
- Device/OS consistency
7. Affiliate ROI (Return on Investment)
ROI measures how much profit you make from an affiliate compared to how much you spend on them.
Why is it important:
This tells you which affiliates are worth investing more in and which ones aren’t profitable.
Formula to calculate this:
ROI = [(Revenue – Cost) ÷ Cost] × 100
Why These KPIs Matter
Tracking the right KPIs is like having a GPS for your iGaming affiliate marketing system — it helps you stay on course, avoid costly mistakes, and reach your goals faster.
- Know which affiliates are profitable
- Detect fake or poor-quality traffic early
- Cut costs by avoiding unproductive campaigns
- Reward the right partners
- Improve user experience and onboarding
- Scale only what’s working
Conclusion
To grow a successful iGaming affiliate marketing platform, tracking the right KPIs is crucial. Metrics like conversion rate, CPA, LTV, and affiliate ROI give you the insights needed to measure what truly matters — player quality, traffic performance, and overall profitability.
By focusing on these 7 KPIs, you can optimize campaigns, build stronger affiliate partnerships, reduce wasted spend, and improve your iGaming affiliate marketing system. In a competitive industry, data isn’t just helpful — it’s your biggest advantage.
So, if you want to scale your affiliate marketing iGaming efforts the smart way, start by tracking what counts.