Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Ad tracking and attribution for iGaming
See the FTDs and NGR behind every ad euro. Not just the clicks.
LeadJourney tracks every player first-party from the first click through registration, FTD and redeposit, so you scale depositors, not bonus hunters.
- Regs, FTDs and NGR per channel
- One S2S postback from your platform
- FTD values back to the ad algorithms
Rated by operators that scale on depositors
- Trustpilot4.9 out of 5 on Trustpilot
- G25.0 out of 5 on G2
- Capterra5.0 out of 5 on Capterra
Player attribution at
Spend to NGR, per channel
Your workspace
Acquisition by channelLast 30 days, all brands
ChannelSpendFTDsNGR
Google Ads€48.2k386€148.3k
SEO€0241€121.7k
Meta Ads€36.4k302€84.1kAffiliates€28.9k264€58.5k
Streamers€12.0k138€47.9k
NGR, 30 days€460.5k
Every FTD lands on the exact click that caused it. Reg-to-FTD and NGR per player sit one click deeper.
What iGaming teams on LeadJourney never do again
- Judging campaigns by regs instead of FTDs
- "Meta says 900 conversions, the back office says 500"
- Monday-morning CSV exports from the back office
- Bonus hunters that looked like a winning campaign
- Optimizing toward clicks in a deposits business
- Stitching operator postbacks together in spreadsheets
- Scaling a geo on gut feeling
- Finding out at month-end which buys burned
The gap every operator lives with
You buy clicks. You get paid in deposits. Everything in between is a black box.
The ad platforms see the click and stop there. The back office sees every reg, FTD and redeposit, and has no idea which campaign caused them. Between those two systems sits your entire acquisition budget, optimized on the one metric that does not pay out: the click.
- Google and Meta report conversions. The back office reports deposits. The two numbers never match, and nobody can break either down per campaign.
- A campaign with cheap regs looks brilliant, until the reg-to-FTD rate comes in at 4% and the "winner" turns out to be a money pit.
- Bonus hunters click, register, clear the welcome bonus and vanish. Your pixel counts them as wins and the algorithm goes looking for more of them.
- The platform knows every deposit down to the cent, but not one keyword, creative or campaign behind any of them.
- You optimize toward regs because that is all the pixel sees. The bidding dutifully buys you more non-depositors, at scale.
- SEO and streamers bring your highest-LTV players, and last-click quietly hands all their credit to brand search.
- Multi-geo blindness: what prints in DE burns in BR, and the blended dashboard hides it for months.
- Media buying for operators? You are paid per FTD but fly on click data, and the operator's statement arrives weeks after the burn.
In a business with margins like iGaming, attribution is not admin. It is the difference between scaling depositors and funding bonus hunters.
One tracker, click to NGR
Your funnel, your platform and your ad accounts, finally one dataset.
A first-party tracker on your landing pages and site captures every click and session, server-side, built for a vertical where pixels starve. Your gaming platform fires regs, FTDs, deposits and withdrawals at one postback URL. LeadJourney stitches both into one journey per player, so every euro of NGR traces back to the exact channel, campaign, keyword and geo that earned it, and FTD values flow back to Google and Meta so the algorithms buy depositors.
Watch it
Conversions that happen off site
How a sale recorded in a network or platform reaches the ad account with its value attached, instead of a zero.
42 secondsAll videos
Case studies
What changes once the attribution is right
One measured result per customer, with the person, the role and the company behind it.
SEO agency
€500k MRR reached profitably, scaling an SEO agency on performance marketing
Nikita Yatsun
Managing Director
Klickkraft GmbH
Business coaching
€10-20k in monthly Meta spend, tied to qualified leads and revenue per ad
Florian Buck
Managing Director
LinkedIn growth agency
2x customer retention, once every LinkedIn touchpoint was tracked to revenue
Marc Richard
CEO
Digital publishing
Which article produced the lead and the revenue, across AI and organic search
Andreas Malkow
CEO & Head of PR
SEO and GEO agency
Proven ROI on every retainer, from organic and AI search leads through to revenue
Philipp Nessmann
Managing Director
Getreach
Backlinks marketplace (SaaS)
0 to 100k in revenue from paid ads alone, inside the first month
Getreach
getreach.com
Built for both sides of the CPA deal
Operator, or the team that buys the traffic?
For in-house acquisition and marketing teams at casino, sportsbook and poker brands. And for the iGaming media-buying teams, agencies and affiliates running CPA, rev-share or hybrid deals.
One report the whole team works from
Regs, FTDs, redeposits and NGR per channel, campaign, keyword and geo, instead of a back office that knows every deposit and ad accounts that know every click.
Bidding that hunts depositors
FTD values flow back to Google and Meta server-side, so the bidding hunts depositors instead of clickers.
Reg-to-FTD the day it happens
Reg-to-FTD and NGR per player by source, visible the day it happens, not a month later when the CPA deck fails to match NGR.
Every brand's postbacks in one place
Operator postbacks mapped to your own campaigns, adsets and creatives, instead of six dashboards and a spreadsheet, one per brand.
Kill or scale on same-day FTDs
Decide on FTD data the day it lands, instead of a campaign burning for two weeks before the operator's statement says the FTDs never came.
Renegotiate with player-level proof
Walk into every CPA and hybrid renegotiation with player-level proof of the FTDs and NGR you delivered.
That is the whole edge
You are paid in FTDs. Buy on FTDs.
Run acquisition on NGR, not on the ad platforms' homework. Everything else is flying blind on someone else's numbers, whether you sit at the brand or buy traffic for it.
The product, screen by screen
From "traffic is up" to "this keyword prints VIPs."
Your workspace
Player funnel by channelLast 30 days
4,770Regs
1,331FTDs
28%Reg-to-FTD
ChannelRegsFTDsReg-to-FTD
SEO64024138%Streamers42013833%
Google Ads1,24038631%Affiliates89026430%
Meta Ads1,58030219%Most regs of any channel, worst reg-to-FTD rate. Classic bonus-hunter traffic hiding inside a pretty CPL.
The funnel, per channel
Regs are vanity. FTDs are the business.
Clicks, regs, FTDs and redepositors per channel, with the reg-to-FTD rate that separates real acquisition from bonus-hunter noise. Switch between channels and watch the funnel change shape: the channel with the most regs is rarely the one with the most depositors.
- Reg-to-FTD rate per channel, campaign, creative and geo
- Bonus-hunter traffic exposed before it eats the budget
- Redepositor share shows which traffic actually retains
- Same-day funnel data instead of month-end reconciliation
Your workspace
Player journeyFirst click credited to the streamer
P#Player #48213DE, VIP since June9 redeposits
- StreamerWatched SlotsWithMax on Twitch, clicked the linkJun 02
- Google organicCame back via SEO, read two slot reviewsJun 05
- Google AdsClicked the brand search ad, campaign Brand DEJun 09
- Your platformRegistered, S2S postback landed on the clickJun 09
- FTDFirst deposit of €200, nine redeposits sinceJun 10
NGR to date€1,840
Last click would hand this VIP to brand search. First click shows the streamer found him.
Player-level attribution
Every player's full path, from first click to VIP.
Streamer link, SEO visit, brand-search click, reg, FTD, nine redeposits: one journey, every touchpoint. Switch between first-click and last-click and see who really earned the player, because the channel that closes a VIP is almost never the channel that found him.
- Full multi-touch journeys, not three platforms claiming one FTD
- First-click and last-click views on the same data
- SEO and influencer traffic finally get their real credit
- Player-level drill-down behind every aggregate number
Your workspace
Postback streamServer to server, last few minutes
Live- FTD, €250Player #59102, Welcome Bonus DESent to Google Ads with valueDeduplicated
- RegistrationPlayer #59117, entry /slots/new-releasesLanded on the SEO sessionReg
- Redeposit, €120Player #48213, streamer SlotsWithMaxAdded to NGR9th deposit
- FTD, €500Player #59120, BetFinder (CPA)Matched to the affiliate clickDeduplicated
- RegistrationPlayer #59126, Slots Lookalike BRSent to Meta CAPIReg
One postback URL for every event. No SDK in your product, no dev sprint.
S2S postbacks and value feedback
Platform events in, FTD values back out.
Your gaming platform fires regs, FTDs and deposits at one postback URL, server to server, no SDK. LeadJourney lands each event on the exact click that caused it, then feeds FTD and deposit values back to Google and Meta so value-based bidding hunts depositors instead of clickers.
- One postback URL for reg, FTD, redeposit and custom events
- Server-side, first-party tracking built for a pixel-hostile vertical
- FTD values to Google and Meta, server-side with dedup
- API and webhooks for anything your setup needs
Your workspace
NGR per player, by cohortDay 30 against day 90, by channel
Day 30, NGR per player€208blended, all channels
Day 90, NGR per player€346blended, same cohort
Growth from day 30 to day 90+€138 per player
ChannelDay 30Day 90
SEO€221€505Google Ads€231€384Streamers€190€347
Meta Ads€212€278Affiliates€168€222
The cheap channel flatlines after the welcome bonus. The slow burners show up before the next budget decision.
Optimize for player value
Buy players on LTV, not on CPA.
NGR per player by channel at day 30 and day 90. The channel that looks expensive per FTD is often the one printing VIPs, and the cheap one flatlines after the welcome bonus. Cohort views make the difference visible before the next budget decision, not after.
- NGR per player by channel, campaign and geo over time
- Day-30 against day-90 cohorts expose slow-burning winners
- VIP concentration per source, down to the keyword
- Budget decisions on player value instead of cost per reg
Live in 21 minutes, before the next campaign launch
From black box to click-to-NGR, in three steps
One script, one postback URL, no dev sprint and no SDK in your product.
- 1About 5 minutes
Drop the tracker
One first-party script on your landing pages and site captures every click and session server-side, before an ad blocker or a browser privacy feature can drop it.
- 2About 15 minutes
Point one postback
Your gaming platform fires regs, FTDs and deposits at one S2S postback URL. API and webhooks cover anything custom. We set it up with you on a call.
- 3Same day
Scale on NGR
Every report runs on regs, FTDs and NGR per channel, campaign, keyword and geo, and FTD values flow back to the ad algorithms.
The honest comparison
Why pixels and the back office cannot answer the FTD question
| What you need | Ad platform pixels | Gaming platform back office | LeadJourney |
|---|---|---|---|
| The journey from click to deposit | No: Stops at the click | No: Starts at the reg | Yes: One journey per player |
| FTDs per campaign and keyword | Partly: Only what the pixel survives | No: No campaign data | Yes: Native, down to keyword |
| NGR per channel and geo | No: Never sees revenue | Partly: Totals, no source | Yes: Per source, per geo |
| One player counted once | No: Every platform claims him | Yes: Knows the player | Yes: Deduplicated across channels |
| Bonus hunters against real players | No: A reg is a reg | Partly: Visible, unattributed | Yes: Reg-to-FTD by source |
| FTD values to the ad algorithms | Partly: Client-side, lossy | No: Not connected | Yes: Server-side, with values |
| Scales to brands and geos | Partly: Pixel per account chaos | Partly: One brand at a time | Yes: Workspace per brand |
What changes for you
Lower CPA per FTD. Higher NGR per euro. No more guessing.
CPA per FTD
When you can see reg-to-FTD per campaign, the budget leaves the bonus-hunter traffic on its own. Cost per depositor drops without touching a single creative.
Depositor quality
FTD values fed back server-side turn value-based bidding loose on the right target. The algorithms stop buying clickers and start finding players who deposit and stay.
SEO and influencer budget
When first-click shows streamers and organic starting your highest-LTV journeys, those channels finally get funded like the acquisition engines they are.
Geo clarity
NGR per player, per geo, per channel. The market that prints gets scaled, the market that burns gets fixed or cut, and neither hides in a blended average anymore.
Reconciliation time
Spend and NGR live in the same report, matched at player level. Month-end reconciliation stops being a project and becomes a login.
Negotiating power
Media buyers walk into CPA and hybrid renegotiations with player-level proof of delivered FTDs and NGR. Deals get priced on your data, not on the operator's statement.
Original reviews
What our customers wrote, word for word
4.9 out of 5 across 11 public reviews. Quoted as they were left, shortened only by dropping whole sentences.
- 5 out of 5 starsGoogle
“Before LeadJourney, we had no reliable tracking concept for our five-figure ad spend. We were manually building spreadsheet and CRM reports, inaccurate and time-consuming. Within two days, everything was set up. For the first time, I know exactly what I pay per lead and which campaigns actually bring in the best-qualified prospects.”
Florian BuckCEO, Klickkraft GmbH “With LeadJourney we are able to track all our leads and connect them with sales and attribution data to make better decisions. In the first month of using it we scaled from 0 to 100k revenue from paid ads only.”
GetreachBacklinks Marketplace (SaaS)- 5 out of 5 starsG2
“LeadJourney finally fixed my Marketing Analytics. It goes way beyond basic Ad Tracking Software. The Customer Journey Report saves hours of digging, and capturing everything from Offline Conversions to AI Search Tracking makes it the Best B2B Attribution Platform available.”
Sascha LenzMarketing Manager
- 5 out of 5 starsTrustpilot
“Connected LeadJourney for 2 clients, setup took literally 20 minutes each. The data became more accurate, the reports actually make sense. Now clients look at the dashboard and the 'why don't the numbers match?' questions are gone.”
Alexander SamarPerformance Marketing Agency - 5 out of 5 starsGoogle
“With LeadJourney, we have finally found a tool that provides us with the data we need to scale our performance marketing campaigns. The most important KPI is no longer lead price but cost per qualified lead.”
Steffen SiesingCEO, Bilanzmanufaktur GmbH
- 5 out of 5 starsG2
“The ability to track both online and offline conversions in one unified dashboard has given us insights we never had before. Our ROI has improved dramatically since we started integrating LeadJourney with our CRM. We're finally able to see the full customer journey, and it's been a game changer for our strategy.”
Andre WitzelFounder, Trading.de - 5 out of 5 starsTrustpilot
“The ability to seamlessly integrate data from multiple channels and see real-time insights has significantly improved our campaign results. We now focus on metrics that truly matter, like ROI and qualified leads.”
Nikita YatsunCEO, RLV Media GmbH
Read the reviews where they were left
- TrustpilotRated 4.9 out of 5 on Trustpilot4.9
- G2Rated 5.0 out of 5 on G25.0
- CapterraRated 5.0 out of 5 on Capterra5.0
Common questions
Everything you would ask on the call, answered
The questions operators and media buyers ask before they connect a postback.
Which player events can LeadJourney track?
Everything your platform can fire: registrations, FTDs, redeposits, withdrawals, bonus events, KYC milestones or any custom event, each with a value and a player reference. Events arrive via S2S postback, API or webhooks and land on the exact click and session that caused them, so every report runs on real player behavior instead of pixel guesses.
How does the integration with my gaming platform work?
One postback URL. Whatever platform runs your casino or sportsbook, if its back office can fire a server-to-server postback or webhook on reg and deposit events (virtually all of them can), you are integrated. No SDK in your product, no dev sprint. The website side is one first-party script on your landing pages and site.
Why not just use the ad platform pixels?
Because pixels stop at the click and never see the deposit. In iGaming they lose even more: ad blockers, iOS privacy features and browser tracking prevention hit this vertical hard, and every platform grades its own homework, so Meta and Google both claim the same player. LeadJourney tracks first-party and server-side, stitches one journey per player, and reports FTDs and NGR your back office actually confirms.
Does LeadJourney send FTDs back to Google and Meta?
Yes, server-side and with values. FTDs and deposits flow back as conversions with their real amounts, deduplicated, so value-based bidding optimizes toward depositors instead of registrants. This is usually the single biggest performance lever: the campaigns stay the same, the algorithm just finally learns what a good player looks like.
We run multiple brands and geos. How does that work?
Each brand (or brand-geo combination, if you prefer) gets its own workspace with its own tracking, postbacks and reports, and your team switches between them with one login and role-based access. Cross-brand media buying teams see each brand's numbers cleanly separated instead of blended into mush.
I buy traffic for operators. Can I use this on my side of the deal?
Yes, that is exactly what the media-buyer setup is for. Point the operators' postbacks at your LeadJourney workspace and every reg and FTD they report lands on your own campaigns, adsets and creatives, in real time. You optimize on FTD data the same day and renegotiate CPA and hybrid deals with player-level proof of what you delivered.
What about privacy and regulated markets?
Tracking is first-party and server-side, players are handled as pseudonymous ids in your reports, and the platform is hosted in the EU. How you configure consent and which markets you operate in stays under your control, and we are happy to walk your compliance team through the setup on a call.
What happens after I book?
A 30 minute walkthrough with a tracking specialist. We set up the script and the platform postback together on the call, verify your first regs and FTDs land on the right campaigns, and build the acquisition report your team will actually run on. Most setups see their first attributed FTD within days. No deck, no pressure.
Your next FTD is already clicking
Stop reporting regs and clicks. Start scaling on FTDs and NGR.
Book a demo and we wire up a test postback live, then show you your own funnel the way it should look: regs, FTDs and NGR per channel, campaign and geo, with the players behind every number. Or start free and see it on your own traffic this week.
