The challenge

Conversion tracking for iGaming operators usually includes a challenge: It basically means to combine and keep track of two event sources:

1. Registrations from the Website

2. Following events like account creation, Deposits or purchases etc. happening in the own system (outside Browser)

And make sure, they are attributed to the right traffic source or partnership.

Basics: Tracking Tags

Ingenious works with two tracking tags:

The tracking tags need to be implemented on the advertisers website. Only once, they will work for all partnerships and traffic sources.

The tracking tags should work on base of a first party tracking domain for maximal tracking accuracy.

The Solution: Web + Conversion Importer to Backend

The strategy: Do as much as possible server side (backend connections) to have the most accurate data.

Only data that needs to be retrieved from the browser should be fetched client side.

So, the schema looks like this:

A chain of events

There is a chain of events happening for every user journey, especially when the user becomes a valid and paying customer. Basically it looks like this

• user visits landing page

• user starts sign up process

• user finishes sign up process

• user account is created (after processes in the backend, e.g. validation of data etc.)

• user does first deposit (money transfer)

• user starts playing/ consuming offer

• user does further deposits

• user does all other actions allowed by the system, like cashouts etc.

Connecting the events

All events can be registered. However, they should be transformed into a customer journey which is attributed to the traffic source (partner, channel) that brought the customer.

All events for created accounts can be connected to a customerId, that is quite easy to do.

However, the initial events (without customer id) need also be connected to the later events (with customer id). This is usually done by ids that are available in early stages of the process like

• clickIds (iclid, gclid, fclid etc)

• sessionId

• cookies (when available, should be first party cookies)

So the schema that includes connection of the events looks like this

Basically, from start of the signup process until the user account is created (and hence a stable customerId is available), another Id is needed to fill the gap. This can typically be a sessionId or the users email address (or a hash of it).

Implementing the tracking tags (web)

The tags should be implemented on your shop/ web application:

• The onpage tag on all landing pages (publicly available pages).

• The conversion tag to register the events, e.g. on the corresponding thank you page.

For more details, here you can find a detailed guide.

Conversion importer

The conversion importer will be installed and implemented by Ingenious Technologies. Advantage: All Conversions (registered accounts and follow up events like deposit) will be registered. Data accuracy should be 100%.

Read more about how conversion importers work and which ones are available:

Conversion Importer (Importing Conversions from remote systems)