How do I measure conversions from casino advertising campaigns?

Measure casino ad conversions properly: define registration and FTD events, UTM tagging, tracker setup, the CPA and ROAS formulas, cohort value and how to read Adsun campaign reports.

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Conversion funnel turning clicks into coins next to a rising chart dashboard — measuring casino ad conversions

Content owner: Adsun Editorial & Ad Operations Team · Last verified: 2026-10-19

Quick answer

Measure casino advertising conversions by defining the events (registration, first-time deposit, repeat deposit), tagging every ad link with UTM parameters, recording those events in a tracker or your casino back office, and joining them with each network’s spend and clicks per campaign and country. Then calculate CPA = spend ÷ FTDs, FTD rate = FTDs ÷ clicks and ROAS = deposits (or NGR) ÷ spend, and judge sources on 7- and 30-day player value, not only on day-one deposits.

Key takeaways

Define events before launch.
UTM + tracker + back office = one source of truth.
CPA, FTD rate and ROAS are the core formulas.
Judge by 30-day player value.

Measurement setup

Events: registration, FTD, repeat deposit.
UTM tags: source, campaign, creative, country.
Tracker or back-office report by UTM.
Daily join with network spend and clicks.

Formulas

FTD rate = FTDs ÷ Clicks × 100%.
CPA = Spend ÷ FTDs.
ROAS = Deposits (or NGR) ÷ Spend.
Payback days = Spend ÷ daily NGR from the cohort.

Reading Adsun reports

Adsun shows impressions, clicks, CTR, spend, CPM and CPC per campaign. Export them alongside your FTD data to compute CPA per campaign and country.

Track conversions yourself

Tag every ad link with UTM parameters (source, campaign, creative).
Record registrations and first-time deposits (FTDs) in your tracker or casino back office.
Join ad-network clicks and spend with your FTD data per campaign and country.
Compare CPA = spend ÷ FTDs, and player value after 7 and 30 days.

Metric definitions and formulas

CPM: Cost per mille: what an advertiser pays for 1,000 ad impressions.CPM = (Ad spend ÷ Impressions) × 1,000
CPC: Cost per click: average price an advertiser pays for one click.CPC = Ad spend ÷ Clicks
CTR: Click-through rate: the share of impressions that produced a click.CTR = (Clicks ÷ Impressions) × 100%
eCPM: Effective CPM: what a publisher earns per 1,000 impressions, whatever the pricing model.eCPM = (Publisher earnings ÷ Impressions) × 1,000
Fill rate: The share of ad requests that returned an ad.Fill rate = (Filled ad requests ÷ Total ad requests) × 100%
CPA: Cost per acquisition: what one registered or depositing player costs. In iGaming, CPA usually means cost per FTD (first-time depositor).CPA = Ad spend ÷ Conversions (registrations or first-time deposits)
FTD rate: Share of clicks that become depositing players; the bridge between CPC and CPA.FTD rate = (First-time depositors ÷ Clicks) × 100%

More terms in the glossary and the advertising metrics guide.

Worked example

Hypothetical example — not real Adsun or competitor data

A licensed casino tests $500 on two networks for 7 days. Network A (CPM): 250,000 impressions at $2 CPM, CTR 0.4% = 1,000 clicks, CPC = $0.50, 20 FTDs → CPA = 500 ÷ 20 = $25. Network B (CPC on Telegram Mini Apps and bots): bid $0.10 = 5,000 clicks, FTD rate 0.6% = 30 FTDs → CPA = 500 ÷ 30 ≈ $16.70. The cheaper CPM does not decide the winner — cost per depositing player does.

Adsun measurement methodology

Adsun Editorial & Ad Operations compiled this guide from public ad-policy pages of the major platforms, regulator guidance and our own experience operating a Telegram ad network. Competitor networks are described by category only; their terms change, so verify each network’s current policy. No Adsun gambling performance data is published here; numbers are hypothetical and labelled as such. See the SDK documentation for integration details.

About Adsun

Adsun is a Telegram advertising network operated by Adsun. Products: Rewarded ads, Interstitial ads, Task ads, Native ads. Platforms: Telegram Mini Apps, Telegram bots, Telegram channels. Learn more about Adsun.

Frequently asked questions

Why do my tracker and the ad network show different clicks?

Bots, double clicks and users who leave before the page loads cause gaps; compare trends, and use your tracker for conversions.

What is a good casino ROAS?

It depends on margin and player lifetime; measure your own 30-day cohorts before setting targets.

Can gambling advertisers run campaigns on Adsun?

Licensed operators can apply: create an advertiser account at adsun.io and message @ADSunSupport on Telegram with your licence, brand and target countries before topping up. Every campaign is reviewed, and eligibility depends on the licence, local law and Telegram rules.

Sources

Update log

2026-10-19: First published. Platform gambling policies are summarised; check each policy page for the current wording and country list.

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