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What Is Conversion Tracking in iGaming CRM?
Conversion tracking in iGaming CRM is the process of connecting specific player actions — deposits, reactivations, first bets, VIP tier upgrades — back to the campaigns that influenced them. It answers the most fundamental question in retention marketing: which campaigns actually generate revenue?
Without conversion tracking, CRM teams measure campaigns by vanity metrics: open rates, click rates, delivery rates. These metrics 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.
The gap between engagement metrics and business impact is where most iGaming CRM operations lose visibility. The CRM team sends campaigns, sees opens and clicks, and assumes performance is good — but has no way to prove which campaigns actually move the revenue number. This makes it impossible to optimize, impossible to justify budget, and impossible to compare channel effectiveness.
Conversion tracking closes this gap. It defines a specific goal (such as a deposit within 48 hours of campaign delivery), monitors player behavior within that window, and attributes revenue to the campaign that triggered it. The result: CRM becomes a measurable revenue function, not a cost center.
InTarget’s conversion tracking is built into the campaign builder — not bolted on as a separate analytics tool. Operators define a conversion goal and tracking window when creating any campaign. The system automatically monitors player behavior post-delivery and attributes deposits, reactivations, and other conversion events to the specific campaign, channel, and segment that drove them.
Revenue Attribution Per Campaign — Not Just Opens and Clicks
Every step in InTarget can have a defined conversion goal.
When a player receives a campaign message and subsequently completes the conversion action within the defined tracking window, InTarget attributes that conversion — and its revenue value — directly to the campaign.
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 automation flow has the highest conversion rate — and for which player segment?
- What is the revenue per message sent for each campaign type?
Revenue attribution transforms CRM reporting from activity metrics (sends, opens, clicks) to 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 displays attribution data in a visual dashboard — broken down by campaign, channel, segment, and time period — without requiring external analytics tools, BI platforms, or manual report building. The CRM manager sees the full picture in the same interface where they build and launch campaigns.
Can I see conversion data per channel?
Yes. InTarget breaks down conversion data 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 the tracking window work?
When you set a conversion goal, you also define a time window — for example, 48 hours. If a player who received the campaign completes the conversion action within that window, InTarget attributes it to the campaign. This prevents false attribution from unrelated player activity days or weeks later.
Do I need a BI tool or Google Analytics to see campaign ROI?
No. InTarget includes built-in conversion reporting dashboards that show attributed revenue, conversion rates, per-channel performance, and segment-level breakdowns. The CRM team accesses all data directly within the platform without external analytics tools.
Can I compare campaign performance over time?
Yes. InTarget's reporting allows operators to compare campaigns across time periods — week over week, month over month — to identify trends, measure optimization impact, and track retention ROI over time. This historical view helps CRM teams demonstrate long-term value.
How does conversion tracking work in multi-step automation flows?
In multi-step flows, InTarget can attribute conversions to specific steps within the flow. This lets operators identify whether the conversion was driven by the first email, the follow-up push notification, or the final SMS — enabling step-by-step optimization of the entire lifecycle campaign.
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 conversion data, operators are guessing — and allocating effort to channels that look busy but do not drive revenue.
InTarget’s conversion reporting breaks down performance across multiple dimensions simultaneously:
- Per channel: See conversion rates and attributed revenue for email, SMS, push, and webhook separately — even within the same multi-channel automation flow
- Per segment: Compare how the same campaign performs across different player segments (Active vs. Declining vs. Churned, Slots players vs. Sports bettors, VIP vs. Standard)
- Per time window: Understand whether conversions happen within hours or days of campaign delivery — and adjust tracking windows accordingly
- Per flow step: In multi-step automation campaigns, identify which specific step drives the most conversions — 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.
Vanity Metrics vs. Revenue Attribution
Most CRM reporting stops at engagement metrics. Here is what changes when campaigns are measured by actual business impact.
| What you measure | Engagement Metrics Only | Revenue Attribution (InTarget) |
|---|---|---|
| Campaign success indicator | Open rate, click rate, delivery rate | Deposits attributed, revenue generated, conversion rate |
| Best campaign identification | “Highest open rate” — may not drive revenue | “Highest attributed revenue” — 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 25% open rate” | “Our campaigns generated €120,000 in attributed deposits this month” |
| Optimization basis | Improve subject lines and send times | Double down on flows that generate revenue, cut those that do not |
| CRM team value | Perceived as cost center | Proven revenue driver with measurable ROI |
Built-In Reporting Without External Analytics Tools
Many iGaming operators rely on external analytics platforms — BI tools, Google Analytics, custom dashboards, spreadsheet exports — to measure campaign performance. This creates delays (wait for the data team to build a report), requires technical setup (configure events, build queries, maintain pipelines), and often means the CRM manager cannot access conversion data without asking someone else.
InTarget keeps conversion reporting inside the CRM itself. When a campaign completes its tracking window, the dashboard automatically shows:
- Total conversions and total attributed revenue
- 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.
For growing operators who do not have a dedicated data or analytics team, this self-contained reporting is essential. It turns the CRM from a message-sending tool into a revenue-attribution system — which is what retention operations should be measured by.
And because conversion tracking is configured at the campaign level (not as a separate analytics setup), every new campaign automatically inherits tracking. The CRM manager defines the goal and window once — the system handles the rest. There is no additional setup cost per campaign, and no risk of campaigns going unmeasured because someone forgot to configure a tracking pixel.
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