iGaming Tracking: Postbacks, Click IDs and Sub-IDs for Casino Affiliates
iGaming tracking for affiliates: how click IDs and sub-IDs work, server-to-server postbacks vs pixels, which events to track, how to test a postback and why numbers differ.
Without tracking, an iGaming affiliate is guessing. You know how many people clicked, and a few days later the operator's dashboard shows some deposits. Which post, video or ad brought them? Tracking answers that, and postbacks are how the answer gets back to you.
This guide explains click IDs, sub-IDs and postbacks in plain words, which events to track and how to set it up step by step. For the general idea first, read how tracking links work.
Click IDs, sub-IDs and postbacks
A sub-ID is a label you add to your affiliate link, such as the source, the post or the campaign. It comes back in the operator's report so you can split results. A click ID is a unique code for one single click, usually created by your own tracker.
A postback (also called server-to-server or S2S tracking) is a call the operator's or network's system makes to your tracker when something happens, for example a registration or a first deposit. It carries the click ID, so your tracker knows exactly which click led to it.
A pixel is a small piece of code on a page that fires in the visitor's browser. Pixels are easier to set up but less reliable: blockers, privacy settings and app browsers often stop them. In iGaming, S2S postbacks are the norm.
Which events to track
| Event | What it tells you | Typical delay |
|---|---|---|
| Click | Someone opened your link | Instant, in your tracker |
| Registration | An account was created | Minutes |
| First deposit (FTD) | The player made a first deposit | Minutes to hours |
| Qualified player | The player met the deal's CPA conditions | Days to weeks |
| Further deposits | Ongoing activity | Ongoing |
| Net revenue | What revshare is based on | Usually in reports, not postbacks |
Not every program sends every event. Ask which postbacks are available and which parameters they carry. The FTD explained guide covers the most important one.
Setting it up step by step
- 1Choose a tracker (a self-hosted or hosted affiliate tracker) that creates a click ID for each click.
- 2Build your offer link so the click ID goes into the program's sub-ID parameter. The program tells you which parameter name to use.
- 3Add your own sub-IDs for source and creative. The tracking link builder keeps them consistent.
- 4In the program's dashboard, add your postback URL for each event, with the click ID placeholder in the right place.
- 5Make a test: click your own link, register a test account if the program allows it, and check that the registration postback arrives.
- 6Write down which events you receive and how fast, so you know what normal looks like.
Why your numbers and the operator's differ
- Time zones: your tracker and the operator may close the day at different hours.
- Delays: qualification and fraud checks can move a player days later.
- Duplicates: one person clicking twice is two clicks but one player.
- Removed players: self-excluded, duplicate or fraudulent accounts are taken out of reports.
- Missing postbacks: a server hiccup can drop one; most programs let you see the raw list.
Small differences are normal. A large gap that keeps growing is worth raising with your affiliate manager, with your click IDs as evidence. More on reading reports in iGaming affiliate reporting.
Tracking and compliance
Tracking must follow privacy law and the program's terms. Show a cookie notice where the law requires it, keep a privacy policy, and never use tracking to target people under the age limit or people who have self-excluded. Geo data from your tracker also helps you prove your traffic came only from countries where the brand is licensed.
If you work with AMZA, your Wingman can check your postback setup and confirm that events arrive before you send real traffic.
FAQ
What is a postback in iGaming?+
A server-to-server call the operator or network sends to your tracker when an event happens, such as a registration or first deposit, carrying the click ID so you know which click led to it.
Is pixel tracking enough for casino affiliates?+
Usually not. Pixels are blocked often and miss conversions. Most iGaming programs and affiliates use S2S postbacks.
What should I put in a sub-ID?+
Short codes for the source, campaign and creative, plus a click ID. Never personal data such as names or emails.
Why does my tracker show more FTDs than the operator?+
Delays, removed accounts, qualification rules and time zones all cause gaps. Compare by click ID and ask your manager if the gap stays large.
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