Modern online casinos are not only software and slots, but also competent traffic analytics. For partners, webmasters and arbitrageurs, it is important to be able to track the effectiveness of each link, ad and channel. This is made possible by integrating with trackers, using SubID parameters and postback notifications.
What is a tracker and why is it needed
Tracker is a traffic analytics and routing system that allows you to:- Track clicks, registrations, deposits, player activity
- See from which source each user came
- Conduct A/B tests, switch offers, change gaskets
- Optimize budget consumption and increase CR
Popular trackers: Keitaro, Binom, Voluum, RedTrack, AdsBridge
SubID: tracking sources
SubID is a dynamic parameter in the link that transmits information about the source of traffic. Example:text
https://casino. com/?aff_id=123&sub1=google_ads&sub2=slot_keywords- See which campaigns, keys, landing pages are yielding results
- Flexibly filter reports by any nesting level
- Automatically transfer data to the postback system
Postback links (S2S)
Postback (S2S tracking) is a reverse notification mechanism from casino to tracker:- Status transfer: 'registration', 'deposit', 'verification', 'FTD', 'refand'
- Setting parameters: 'sub1', 'payout', 'click _ id'
- Transfer by protected token or key
https://tracker. com/postback? cid={click_id}&event=deposit&sum={amount}What can be transmitted via postback
| Event | Value |
|---|---|
| Registration | Confirmation that the player has created an account |
| Deposit | Amount and status of first/second deposit |
| Activity | Bets, Games, Bonus Completion |
| KYC | Verification |
| Failure or fraud | Traffic Block or Cancel Event |
Integration into the casino platform
Ability to set global and individual postbacks- Link Designer with SubID and Templator
- Support for pixels, JS tags, API notifications
- Postback request log and error logging
Benefits for partners and operators
Accurate analytics for each click and player- Automate scripts and tracker-side actions
- Instant shutdown of inefficient sources
- Improve ROI through deep campaign optimization
Integration with trackers, SubID and postback is the basis for successful performance marketing in online casinos. It allows operators and partners to control the player's entire path, analyze each source of traffic and make decisions based on data. In a competitive environment, this is not an "add-on" but a necessary standard.
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