01
Attribution
Do you know which channel, campaign or partner actually drove the player?
iGaming marketing performance consultancy
Optimize your marketing performance.
We help iGaming operators and affiliates improve attribution, tracking, reporting and data across affiliate, paid search, paid social and other acquisition channels. We work with the systems already in place to identify what is holding performance back and improve how they are configured, connected and used.
Across the acquisition mix
AffiliateGoogle AdsMeta AdsPaid SearchPaid SocialSEOCRMOther acquisition
20+ yearsExperience across iGaming marketing, acquisition and affiliate operations
Cross-channelAffiliate, paid search, paid social and other acquisition sources
Existing stackWe improve the tracking, reporting and systems already in place
For operators
Marketing performance rarely fails in one obvious place.
Better marketing performance does not always require more budget. Incomplete attribution, tracking issues, duplicate conversions, disconnected data and inconsistent reporting can all limit how effectively your existing spend is used. We identify and fix those gaps so you can make better decisions with the traffic and budget you already have.
02
Reporting
Can you compare affiliate, paid media and player revenue in one consistent view?
03
Profitability
Are you optimizing for clicks and FTDs, or for the player value that follows?
04
Data & operations
How much of your reporting still depends on exports, spreadsheets and manual reconciliation?
For affiliates
Get a clearer view of what your traffic is actually worth.
Affiliate businesses have their own measurement problem. Revenue and conversion data is spread across operators, brands, markets and reporting formats. If you also buy traffic, advertising spend sits in another set of platforms again. We bring those numbers together so commercial decisions are based on comparable data.
Cross-operator reporting
Bring operator reporting into one view so revenue, conversion and player value can be compared consistently.
Commercial performance
See which operators, markets and commercial relationships return the most value from the traffic you send.
Tracking & reconciliation
Identify missing, delayed or inconsistent data before it disappears into month-end spreadsheets.
Workflow automation
Reduce the work involved in exports, normalization, recurring reporting and routine commercial follow-up.
Paid acquisition
Connect ad spend with operator conversions and affiliate revenue to understand profitability by campaign, keyword, creative or source.
How we work
Start with the business question. Then fix the measurement around it.
Understand
Map the acquisition channels, technical setup, commercial model and reporting as they exist today.
Identify
Find the gaps that are costing money, time or confidence in the numbers.
Fix
Implement the tracking, reporting, data or operational change instead of stopping at a recommendation deck.
Measure
Check whether the change improved decision quality, efficiency or acquisition profitability.
The attribution problem
One customer. Multiple versions of the truth.
Different systems answer different questions. The problem starts when those numbers are treated as if they measure the same thing.
Google Ads147 attributed conversions
Meta Ads132 attributed conversions
Affiliate platform106 attributed FTDs
GA4201 acquisitions
CRM219 qualified players
Back office238 depositing players
Illustrative example
The numbers disagree for a reason.
The back office is the source of truth for the 238 players who actually deposited. The marketing and analytics platforms are reporting different stages of the journey, using their own attribution rules and definitions.
- Channel claims overlap. Google Ads, Meta Ads and the affiliate platform report 385 attributed conversions between them, even though only 238 players deposited. The same player can touch several channels before signing up, so more than one platform may claim credit.
- The metrics are not equivalent. A Google conversion, an affiliate FTD, a GA4 acquisition and a CRM-qualified player are different events. Comparing the headline counts directly can create a false picture of channel performance.
- The commercial outcome has to anchor the model. Marketing data becomes useful when those platform claims are reconciled against actual player activity, deposits, revenue and profitability in the back office.
We connect those datasets and define the attribution and reporting logic so each channel can be evaluated against the same commercial outcome.
Services
Measurement and data support across iGaming acquisition.
The focus stays narrow: attribution, tracking, reporting, data and profitability. Engagements can cover one channel or connect the full acquisition mix to player and revenue data.
Attribution & tracking
Build a reliable path from traffic source to revenue.
Attribution design, event tracking, campaign parameters, player identifiers, cross-system validation and tracking audits.
Marketing reporting & BI
Bring acquisition, conversion, cost and revenue into one view.
Reporting models and dashboards built around commercial questions rather than isolated platform metrics.
Affiliate programs
Setup, migration and optimization for affiliate operations.
Platform selection, program setup, migrations, tracking requirements, commission structures, reporting and operational design.
Paid media measurement
Measure paid acquisition against downstream player value.
Connect campaign spend and conversions from Google Ads, Meta and other paid sources to registrations, FTDs, revenue and commercial outcomes.
Marketing data & automation
Replace repetitive data work with reliable pipelines and workflows.
Centralized datasets, automated reporting, reconciliation and practical tooling for teams moving the same information between systems every week.
Audit & optimization
Find the gaps that distort performance or waste acquisition budget.
Review attribution, data quality, reporting logic, conversion measurement, operational bottlenecks and acquisition economics, then prioritize what is worth fixing.
Selected experience
Deep experience in iGaming affiliate operations.
From program setup and platform migration to tracking, reporting and commercial workflows, we help operators improve the systems behind one of their most important acquisition channels.
500k+players
5,000+affiliate accounts
Affiliate platform migration
Move the technology without breaking the commercial model.
A successful migration has to preserve far more than login credentials. Tracking continuity, historic relationships, commission plans, player attribution, reporting and internal workflows all need to survive the move.
This experience included a multi-brand affiliate program with more than 500,000 players and 5,000 affiliate accounts.
Discuss a migrationConnect marketing acquisition to player activity.
Align campaign identifiers, analytics events and back-office player data so reporting can move beyond platform conversion counts.
Build one commercial view across acquisition sources.
Combine channel cost, affiliate data, conversion events and player revenue into reporting that can be compared consistently.
Selected systems and services
Some of the systems and services we work closely with.
Projects regularly cross acquisition platforms, analytics, affiliate systems and data infrastructure. These are examples of the systems and services we use and work with in client projects.
Acquisition
- Google Ads
- Meta Ads
- Paid search
- Paid social
Analytics
- Google Analytics 4
- Google Tag Manager
- Attribution models
- Event tracking
Affiliate
- MyAffiliates
- Cellxpert
- Income Access
- Custom integrations
Data & BI
- BigQuery
- Looker Studio
- Power BI
- Custom workflows
About Optimized Marketing
Specialist consultancy for iGaming marketing data and performance.
Optimized Marketing works with operators and affiliates on the commercial and technical problems behind acquisition measurement.
The focus is deliberately specific: attribution, tracking, reporting, data, automation and the connection between marketing activity and revenue.
Affiliate marketing remains a core area of expertise, alongside paid search, paid social and the wider acquisition mix. Projects range from targeted measurement work to affiliate platform migrations and cross-channel reporting infrastructure.
Have a marketing measurement problem worth fixing?
Tell us what you are trying to measure, where the numbers stop making sense and which systems are involved. We will tell you where we can help and where it makes sense to start.