What's New: Smarter Traffic Insights for iGaming
The iGaming industry continues to evolve at a rapid rate, with an increasing number of publishers and operators seeking to leverage data analytics to better understand their audience and optimize their offerings.
Data analytics platforms play a vital role in delivering the insights that help to optimize the customer experience for iGaming audiences. However, the industry also continues to present challenges for those analytics platforms, particularly with the need to translate traffic data into insights that help to explain the reasons behind specific metrics.
In response to these challenges, we have introduced a number of updates to the platform to provide smarter traffic insights to users, helping them to make better business decisions as a result.
Why Better Analytics Matter
Marketing departments generate vast amounts of data every day across the industry.
This data can include metrics such as the number of website visitors, affiliate clicks, registrations, deposits, and the performance of their marketing campaigns.
Without appropriate analytics and reporting software to interpret this data, the marketing departments can end up taking longer to discover new opportunities within the industry.
The new analytics improvements will allow departments to make better use of the data they generate.
A Faster Performance Dashboard
The reporting dashboard has been redesigned to focus on providing users with the information that is most important to them.
Key features have been improved to enhance the user experience, including:
Faster loading of the reports
Improved filtering options
Visualizations that are easier to follow
An improved navigation system within the dashboard
An improved experience using mobile devices
Users will find that they spend less time browsing the platform and more time reviewing their reports.
Real-Time Traffic Visibility
Traffic reports are now updated in real time.
Users can monitor a variety of different data points, including:
The number of active website visitors
The number of website clicks
Campaign conversions
Geographic traffic data
The number of visitors using different devices
Real-time traffic data will enable departments to respond to various changes in the campaigns before they begin to impact their revenue from those campaigns.
Smarter Traffic Quality Indicators
Not all website traffic is created equal.
Traffic quality reports now provide deeper insights into the traffic that visits their websites. This allows departments to recognize which visitors are likely to eventually convert to customers.
The traffic quality reports include data on:
High-value traffic indicators
Bot detection
VPN and proxy detection
Residential traffic vs data center traffic
Traffic confidence scores
Improved Geographic Reporting
Knowing where their traffic originates is essential for marketing departments to optimize their campaigns.
The new geographic reports allow departments to track traffic from specific countries, regions, and markets. The new reports also generate data on the number of conversions and revenue from each geographic market as well as any blocked traffic.
Better Campaign Comparison
Organizations may manage a number of marketing campaigns.
The new campaign comparison tool will make it easier to manage these campaigns by providing a side-by-side comparison of key metrics, including:
Campaign conversion rates
Campaign revenue
EPC (Efficiency Per Cost) comparisons
Traffic quality of campaigns
Device data from campaigns
Enhanced Filtering Options
It is essential for marketing departments to be able to find specific data quickly.
The new filtering options will allow departments to quickly find data according to a variety of different criteria, including:
Date ranges
Campaigns
Traffic sources
Device types
Countries
Casino operators
New Performance Alerts
Rather than requiring departments to continually monitor traffic and campaign analytics reports, the platform will alert users of any changes in performance.
Alerts can be set up for the following campaigns and metrics:
Decline in campaign conversion rates
Sudden spikes in traffic
Changes in campaign revenue
Campaigns that are no longer converting visitors
Decreases in traffic quality
Faster Report Generation
Reports that used to take a considerable amount of time to generate are now much faster to generate.
Key benefits for users include:
Faster ability to export reports
Less waiting time for reports to generate
An improved experience when using the dashboard
An improved user experience with the platform as a whole
Better Visualization of Trends
The charts and graphs used by the platform to represent data have been improved to make them easier to read.
Departments can more easily visualize trends in the following metrics:
Traffic trends over time
Campaign growth
Changes in revenue
Improvements in campaign conversions
Geographic expansion
Improved Mobile Experience
Many marketing departments use the platform on a variety of different devices while traveling or at events in the industry.
The new mobile experience enhances the usability of the platform by improving:
The responsiveness of the platform
The speed of the platform’s loading times
The navigation system
The touch screen usability
Export Data More Easily
A vital part of many marketing departments is the need to share reports with others within the organization.
Data can now be exported for use in a variety of meetings, such as marketing, executive, affiliate, and financial analysis teams.
AI-Assisted Insights
Artificial intelligence algorithms have been implemented to detect unusual traffic patterns within the platform.
The system will alert departments of any of the following:
Unusual traffic spikes
Drops in the conversion of visitors
Anomalies in traffic originating from specific geographic locations
High-performing campaigns
Revenue and traffic opportunities
Designed for Growing Businesses
As the iGaming industry grows, marketing departments are required to track increasingly complex metrics.
The new platform updates will allow departments to track the following:
Higher traffic volumes
More affiliate programs
More operators
International campaigns
Growing data sets
What's Coming Next
In addition to the features available to users right now, there are a number of additional updates that will be made available in the near future, including:
Predictive traffic forecasting
Revenue projections
Advanced attribution models
Personalized reporting dashboards
Automated campaign and traffic optimization recommendations
These features will give departments even greater insight into their traffic and campaigns.
Best Practices for Using the New Features
To maximize the benefits of the new platform features, marketing departments should implement the following best practices within their organizations:
Review the reporting dashboards daily
Set up performance alerts
Compare the performance of different campaigns
Monitor the geographic trends of their traffic
Analyze the quality of the traffic that arrives at their websites
Share reports with other departments within their organization
Track the long-term performance of their different campaigns
Following these guidelines will allow departments to make better decisions that will benefit the companies with which they are associated.
Final Thoughts
Product updates should offer users smarter decision-making tools. The goal of the new traffic analytics data has been to provide users with an easy way to review and understand their traffic reports, making it easier to identify opportunities and reducing the time it takes to do so.
For the publishers and operators of the iGaming industry, these enhancements will give them better visibility into the quality of the traffic that visits their websites. This visibility will allow them to take steps to increase the quality of the traffic and improve their revenues.