Home › Guides › iGaming Affiliate Marketing › iGaming Affiliate KPIs You Need to Track
By Ray Truelead, Head of Affiliates · Published 2026-08-19 · Updated 2026-08-19
A handful of metrics tell you almost everything about whether a piece of traffic, a landing page or a whole program is actually working. Here is each one, with its formula.
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CTR = clicks ÷ impressions. Measures how compelling your placement (a banner, a link in an article, a bio link) is at getting people to click at all, before anything about the operator's own conversion process comes into play.
Click-to-registration rate = registrations ÷ clicks. This isolates the operator's own landing-page and signup-flow performance from your traffic quality. A low rate here despite good traffic often points to a weak landing page or a GEO/language mismatch, not a bad audience.
Registration-to-FTD rate = first-time depositors ÷ registrations. This is where intent gets tested — someone who registers but never deposits was curious, not committed. It's usually the most volatile of the three funnel rates and the one most affected by bonus/promo strength.
Average revenue per user (ARPU) is net revenue generated ÷ number of active players, usually measured monthly. Extending that across a player's whole active lifespan gives lifetime value (LTV) — the figure that ultimately decides whether RevShare or CPA earns you more on a given traffic source, per the break-even logic in CPA vs RevShare vs Hybrid.
EPC = total commission earned ÷ total clicks. This is the single most useful number for comparing traffic sources or campaigns against each other, because it collapses the entire funnel (CTR, conversion, deposit size, commission model) into one comparable figure.
Example calculation: a campaign sends 2,000 clicks and earns $340 in commission across the reporting period. EPC = $340 ÷ 2,000 = $0.17 per click. If a second campaign sends 500 clicks and earns $120, its EPC is $0.24 — meaning that smaller campaign is actually the more valuable traffic on a per-click basis, even though it produced far less total revenue.
ROI = (commission earned − ad spend) ÷ ad spend, expressed as a percentage. Only relevant if you're buying traffic rather than running owned/organic channels, but essential there — a campaign can have a healthy EPC and still lose money if the cost per click exceeds what that EPC returns.
EPC, because it already accounts for your full funnel and commission model in one number, making it the most reliable way to compare different traffic sources or campaigns against each other.
Weekly is usually enough to catch a broken tracking link or a collapsing conversion rate before it costs you a full month's traffic; daily monitoring is worth it once you're running active paid campaigns.
Related: iGaming affiliate tracking explained · CPA vs RevShare vs Hybrid · The DBBET Affiliate Program
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