Revenue attribution for iGaming campaigns.
Built for growing operators.
Every link InTarget sends is tagged with the campaign and step that sent it. When the player deposits, the revenue is credited to that exact message, so you see which campaigns, steps and channels pay, and which only get opened.
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WHAT IS REVENUE ATTRIBUTION IN iGAMING CRM?
Revenue attribution in iGaming CRM is the process of connecting deposits, first bets, reactivations and VIP upgrades back to the campaign, the step and the channel that produced them. It answers the only question that matters in retention marketing: which messages actually generate revenue?
Without attribution, CRM teams measure campaigns by vanity metrics: open rates, click rates, delivery rates. These tell you whether a message was seen, not whether it drove a deposit. An email with a 30% open rate and zero attributed deposits is not a successful campaign. An SMS with a 5% click rate that generates €10,000 in deposits is.
InTarget attributes revenue with standard UTM parameters. Every URL in every email, SMS, push or webhook is tagged automatically with the source, the channel and the campaign and step identifiers. Your platform stores those parameters when the player lands and sends them back with the deposit, so InTarget knows exactly which message the money came from.
The same reporting also supports goal-based attribution: a step can count a deposit that happens within a tracking window after delivery, for example 48 hours. Either way, CRM becomes a measurable revenue function, not a cost center.
- 01
Tag
InTarget appends utm_source=InTarget, utm_medium with the channel and utm_campaign=intarget-cmp-<campaign>-<step> to every link it sends. On by default, nothing to configure.
- 02
Capture
Your site reads the UTM parameters from the landing URL and stores them in a cookie or local storage, overwriting them when the player clicks a newer campaign link.
- 03
Deposit
When the player deposits, your platform sends the stored parameters with the transaction to InTarget through the Product API.
- 04
Attribute
The step whose goal is Deposit Refcode is credited with the deposit and its value, and the dashboard shows revenue per campaign, step and channel.
REVENUE ATTRIBUTION PER CAMPAIGN AND STEP. NOT JUST OPENS AND CLICKS.
Every step in an InTarget campaign can carry a conversion goal. When a player who received that step deposits, InTarget credits the deposit, and its value, to the step, the campaign and the channel that sent it.
This means CRM managers can answer questions that vanity metrics never could:
- Which campaigns drove the most deposits this month?
- What is the total revenue attributed to our churn prevention flow?
- How much revenue did the Friday free-spins email generate compared to the Monday reload SMS?
- Which step of a multi-step flow actually converts: the first email, the follow-up push or the final SMS?
- What is the revenue per message sent for each campaign type?
Revenue attribution turns CRM reporting from activity metrics (sends, opens, clicks) into business impact metrics (deposits, revenue, ROI per campaign). This is the data CRM teams need to justify budget, optimize campaigns and prove the value of retention operations to leadership.
InTarget shows attribution in a visual dashboard broken down by campaign, step, channel, segment and time period, without external analytics tools, BI platforms or manual report building. The CRM manager sees the full picture in the same interface where the campaigns are built and launched.
STANDARD UTM PARAMETERS ON EVERY LINK, AUTOMATICALLY.
InTarget tags every URL it sends with the parameters analytics teams already use, so a click can always be traced to one campaign step and one message. A link sent from step 1 of campaign 19088 over SMS lands as utm_source=InTarget, utm_medium=sms and utm_campaign=intarget-cmp-19088-1.
Attribution then takes four steps: three pieces of standard web work on your side and one setting in InTarget:
- Capture: On landing, read utm_source, utm_medium, utm_campaign and any other parameters from the URL and store them in a cookie or local storage.
- Overwrite: When the player clicks another campaign link, replace the stored values with the new ones, so the deposit is credited to the latest message.
- Pass back: When a deposit or game activity is recorded, send the stored parameters along with the transaction to InTarget through the Product API.
- Set the goal: In the campaign builder, select the Deposit Refcode conversion event on the step. InTarget calculates every deposit linked to that campaign and step.
Because the tags are standard, the same links feed Google Analytics, Looker Studio and your BI dashboards without extra work. Tagging is enabled by default for every project; if you prefer plain links, support switches it off.
PER-CHANNEL AND PER-SEGMENT PERFORMANCE COMPARISON.
Not every channel performs equally for every player segment. High-value players may respond better to email. Casual depositors may be more reachable via push notification. Sports bettors may react to pre-match SMS. Without per-channel, per-segment revenue data, operators are guessing, and allocating effort to channels that look busy but do not drive deposits.
InTarget’s attribution reporting breaks down performance across multiple dimensions simultaneously:
- Per channel: See attributed revenue and conversion rates for email, SMS, push and webhook separately, even within the same multi-channel automation flow. The channel is right there in utm_medium.
- Per segment: Compare how the same campaign performs across player segments: Active vs. Declining vs. Churned, slots players vs. sports bettors, VIP vs. Standard.
- Per time window: Understand whether deposits happen within hours or days of delivery, and adjust goal windows accordingly.
- Per flow step: In multi-step automation campaigns, identify which step drives the most revenue: the first email, the follow-up push or the final SMS escalation.
This level of granularity lets CRM teams make data-backed decisions about channel allocation, message timing and segment prioritization. Instead of running the same campaign across all channels and hoping for the best, operators can see that email drives 60% of VIP reactivation revenue while push drives 80% of casual player re-engagement, and allocate effort accordingly.
For operators with limited CRM resources, this focus prevents wasted effort. Every campaign, every channel, every message can be evaluated by its actual contribution to revenue, not by how many people opened it.
BUILT-IN REPORTING. NO EXTERNAL ANALYTICS TOOLS.
Many iGaming operators rely on external analytics platforms, BI tools, Google Analytics, custom dashboards or spreadsheet exports, to measure campaign performance. This creates delays, requires technical setup and often means the CRM manager cannot see revenue data without asking someone else.
InTarget keeps attribution reporting inside the CRM itself. For every campaign the dashboard shows:
- Total attributed deposits and total attributed revenue, per campaign and per step.
- Revenue per message sent, the single most important efficiency metric for CRM.
- Side-by-side comparison across campaigns, channels and time periods.
- Segment-level performance breakdowns for every active segment.
The CRM manager opens the campaign, sees the results and makes a decision: continue, adjust, pause or scale. No switching tools. No waiting for a BI analyst. No exporting CSVs and building pivot tables.
Because the links are tagged automatically and the goal is set at the step level, every new campaign inherits attribution. There is no additional setup per campaign, and no risk of campaigns going unmeasured because someone forgot to tag a link.
VANITY METRICS VS. REVENUE ATTRIBUTION.
Most CRM reporting stops at engagement metrics. Here is what changes when campaigns are measured by the revenue they bring in.
| What you measure | Engagement metrics only | Revenue attribution (InTarget) |
|---|---|---|
| Campaign success indicator | Open rate, click rate, delivery rate | Deposits attributed, revenue generated, conversion rate |
| Link tagging | Manual UTM tags per link, if anyone remembers | Automatic UTM tags with campaign and step IDs on every link |
| Best campaign identification | “Highest open rate”, which may not drive revenue | “Highest attributed revenue”, the actual business impact |
| Channel comparison | Open rates across channels (not comparable) | Revenue per channel within the same flow |
| Segment performance | Engagement rates per segment | Revenue per segment, conversion rate per segment |
| Budget justification | “We sent 50,000 emails with a 25% open rate” | “Our campaigns generated €120,000 in attributed deposits this month” |
| Optimization basis | Improve subject lines and send times | Double down on steps that generate revenue, cut those that do not |
| CRM team value | Perceived as a cost center | Proven revenue driver with measurable ROI |
See attributed revenue on your own campaigns, steps and channels.
Book a demoMADE FOR EVERY KIND OF OPERATOR.
InTarget works with all kinds of iGaming businesses. The same attribution, reading the deposits that matter to your vertical.
Which free-spins email paid off.
Attribute deposits to reload and free-spins campaigns per step and segment, and compare slots players with the rest of the base.
Pre-match SMS, measured.
See whether the pre-match SMS or the email drove the deposits and first bets around each event.
Reminders that convert.
Track which draw reminders bring players back to deposit, and the revenue per message each one earns.
Every channel, one number.
Compare email, push and webhook revenue inside the same flow and allocate effort to the channel that pays.
QUESTIONS, ANSWERED.
What operators ask about attribution before measuring their first campaign. For anything else, book a demo and ask the team.
Book a demoDo I have to add UTM parameters to my links manually?
No. InTarget appends utm_source=InTarget, utm_medium with the channel (email, sms, push) and utm_campaign=intarget-cmp-<campaign ID>-<step ID> to every URL in every message automatically. Tagging is enabled by default for all projects. If you prefer links without parameters, contact support and it is switched off for your project.
What does my platform need to do for attribution to work?
Three things. Store the UTM parameters from the landing URL in a cookie or local storage when the player arrives from a campaign link. Overwrite them when the player clicks a newer campaign link. When a deposit or game activity is recorded, send the stored parameters together with the transaction to InTarget through the Product API. The payload format is described in the Product API requirements in the help centre.
How is a deposit credited to a campaign step?
In the campaign builder you select the Deposit Refcode conversion event on a step. InTarget then calculates every deposit that arrived with that step’s utm_campaign value and shows the count and the revenue next to the step’s sends, opens and clicks.
Can I see attributed revenue per channel?
Yes. The channel is part of the tag (utm_medium), so InTarget breaks down attributed deposits and revenue by email, SMS, push notification and webhook, even within multi-channel automation campaigns. This lets operators identify which channel drives the most revenue for each player segment and allocate resources accordingly.
How does a tracking window work?
For goal-based attribution a step counts conversions inside a time window after delivery, for example 48 hours. If a player who received the step completes the goal within that window, InTarget attributes it to the step. This prevents false attribution from unrelated player activity days or weeks later.
Do the UTM parameters work with Google Analytics or Looker Studio?
Yes. InTarget uses the standard utm_source, utm_medium and utm_campaign names, so the same links are read by Google Analytics, Looker Studio and any BI tool that understands UTM tags. You get attribution inside InTarget and campaign traffic in your external analytics from the same link.
How does attribution work in multi-step automation flows?
Each step carries its own step ID in utm_campaign and can have its own conversion goal, so InTarget attributes deposits to the specific step that produced them. You see whether the revenue came from the first email, the follow-up push notification or the final SMS, and optimize the flow step by step.
GROW.
Join 100+ operators who trust InTarget to grow their player base. See revenue attributed to your own campaigns, steps and channels in a personal demo.