In iGaming affiliate marketing, tracking the overall performance of the campaign isn’t sufficient. There are many operators working with various brands, affiliates, campaigns, and traffic sources, making it hard to understand which area drives revenue generation and customer acquisition.
The brand report helps bring this data together, which means operators can have a more holistic view of brand performance by analyzing figures such as revenue, amount of deposits, affiliate payments, customer behaviors, and the quality of the provided traffic.
What is a brand report in iGaming?
The brand report consolidates key performance metrics, compiling different brand data into an iGaming affiliate program. It allows operators and affiliate managers to view performance across campaigns, affiliates, locations, coupons, and traffic sources.
Rather than digging through separate reports to find out what contribution different brands make to their revenue, it is better for teams to use the report to get an overall picture of their business performance.
The metrics contained in brand reports:
- Gross gaming revenue (GGR): Total amount of money earned from gaming before any deductions.
- Net gaming revenue (NGR): The revenue that is generated after deductions such as bonuses, winnings, fees, and chargebacks.
- Commission paid to affiliate partners: Amount of money paid to partners according to regulations of an affiliate program.
- Deposits: Total deposit amount made by the clients during the selected period.
- First-time depositors (FTD): Clients who made their first deposit.
- Customer performance: New customers, active customers amount, money put into gambling, and sum withdrawn.
What is the importance of brand reporting for iGaming operators?
Brand reporting enables evaluation of performance beyond specific campaigns and allows for comparative analysis of brand performance and analysis of reports.
Operators can also use affiliate marketing KPIs to evaluate campaign performance and understand how different activities contribute to business goals.
1. Track revenue by brand
The traffic that leads to a brand is not an indicator of the revenue that a brand generates. By analyzing GGR, NGR, and deposits, the operator can see how much revenue a certain brand is generating and how the performance is changing over time.
Let’s understand with an example. A brand that has less customer deposits may generate maximum NGR (Net Gaming Revenue) while an another brand which has more number of registrations but less NGR revenue.
2. Analyze affiliate payout efficiency
iGaming affiliates have an important role in acquiring new customers, and that is where brand reports allow teams to analyze payouts with their revenue and conversions.
Counting payouts against their NGR helps operators identify brands where commission costs are worth looking into, as well as determine if their commission structure is in alignment with the goals of their acquisition and profitability strategy.
It is especially worth mentioning that payout efficiency should be evaluated together with affiliate contractual obligations, acquisition quality, retention, and the period of report creation.
3. Get a comprehensive view of customer acquisition and activity
Essential metrics like registrations, FTDs, and active customers show how many users have moved through the customer acquisition funnel.
For instance, a high number of registrations with a low number of first-time deposits may signify an opportunity to analyze the registration-to-deposit conversion rate, or an issue with traffic relevance and onboarding problems.
Also, fluctuations in depositing customers and active customers indicate changes in customer activity.
4. Evaluate performance differently in terms of traffic sources and regions
The performance of the same brand could change from one affiliate to another in various countries, media placements, and promotional campaigns.
In order to see what sources of customer behavior contribute to affiliate success, and to gain insights on evaluation of new partners and allocation of budgets, reports need to be organized by country, source, or media name.
How to get the brand report in Affnook?
Affnook features a brand report that combines brand performance metrics into one view. Here are the steps to get to the brand report:
- Login into your Affnook account: Go to the Affnook dashboard.
- Go to Brand Report: Choose the Brand Report option.
- Select a time period: Choose the date timeframe.
- Apply filters: Filter data by brand, campaign, affiliate, promo code, affiliate manager, etc.
- Select grouping options: Sort the report by the dimension you want, such as country, source, currency, date of activity, etc.
- Review the metrics: Analyze relevant KPIs and payout data to evaluate performance.
Personalizing brand reports for enhanced understanding
A report is more effective when its grouping capabilities can help identify the answer to the query.
Filter data by relevant attributes
Affnook includes a number of filters such as campaign, affiliate, brand, promo code, affiliate manager, and customer finding. The Customer Report may also be turned on to target only customers who signed up for the selected period of time.
These filters allow teams to analyze specific patterns in performance without unnecessary information overload.
For instance, when a brand experiences a decline in NGR, filtering by either the affiliate or the campaign will pinpoint the exact source of the change.
Further examination may help determine whether the drop is linked to customer inactivity or changes in quality of traffic going to the brand.
Organizing data using grouping features
The provided group-by features allow the teams to organize data using dimensions such as:
- Affiliate and campaign: Compare partner and campaign contributions.
- Country and region: Examine geographic performance.
- Source and media name: Evaluate traffic sources and placements.
- Month and activity date: Identify changes over time.
- Product and currency: Review performance across products and transaction currencies.
- Promo code and Smartlink: Assess activity associated with specific promotional or routing setups.
Analyzing payout data by commission type
Different affiliate programs have different ways of paying their partners. Thus, companies may want to analyze the payout reports according to the types used.
For example, Affnook provides a CPA payout report that contains CPA payouts, CPA FTDs, CPA registrations, CPA deposits, cumulative deposits, and revenue share based on FTDs, NGR, or deposits.
Analyzing this information together with specific contract and income information allows affiliate managers to understand commission allocations and determine if the performance is satisfactory.
Final Thoughts
Brand-level reporting enables iGaming operators to understand how many acquisitions convert into revenue, customer behavior, and affiliate costs. With this type of reporting, operators can consider multiple indicators, including GGR, NGR, FTD, deposits, and payouts instead of a single KPI.
The Brand Report from Affnook helps operators and affiliate managers be able to filter data, group results by appropriate criteria, and analyze main figures from a single point.
It facilitates discovering changes in performance, evaluating contributions of affiliates to income generation, and spotting possibilities to enhance campaign management.
Are you in search of a way to ease the process of tracking and reporting affiliates’ performance? Schedule a demo and discover reports and features!
