Casino operators don’t lose money because they “need more affiliates” — they lose money because reporting can’t explain which partner, traffic source, campaign, creative, or landing page actually produced a depositing player. Custom parameters (SubIDs, click IDs, source tags, promo codes, placement IDs) turn affiliate reporting into attribution you can audit, optimize, and defend when an affiliate argues about quality, chargebacks, or RevShare.
Imagine your top affiliate sent 500 clicks yesterday. Your dashboard shows: 23 registrations, 11 first deposits, €2,200 in player deposits. Solid numbers.
But here’s what those standard metrics don’t tell you:
Which traffic source within that affiliate’s portfolio drove those conversions:
- Was it their Twitch stream, their YouTube review, their SEO landing page, or their email list?
- Which specific game vertical attracted those players—slots, live dealer, sports betting?
- Which creative variation (200% bonus headline vs “No Wagering Bonus” headline) converted better?
- Which device and geography combination has the highest player lifetime value?
Standard affiliate reports show what happened. Custom parameters show why it happened and how to replicate it.
We, the team behind Scaleo, work with casino operators managing programs from 50 to 500+ affiliates across multiple brands and jurisdictions. The operators who scale profitably are the ones who go beyond basic click/conversion tracking and implement granular custom parameters that surface optimization opportunities invisible in standard reporting.
This is the technical implementation guide for casino operators who want to transform their affiliate tracking from activity logs into strategic intelligence. We’ll cover exactly which custom parameters matter for iGaming, how to implement them in Scaleo, and how to use that data to make commission, creative, and budget decisions that compound profitability.
Typical Custom Parameters in Affiliate Reports
| Custom Parameters in Affiliate Reports | Description | Mobile, desktop, tablet. |
|---|---|---|
| Traffic Source 🌐 | Identifies the origin of the traffic. | Target high-performing sources. |
| User Location 🌍 | How It Boosts iGaming Success | Focus on profitable regions. |
| Device Type 📱 | Geolocation of users. | Fine-tune for the most used devices. |
| User Behavior 🛍️ | Pages visited, time spent, etc. | Improve user experience. |
| Conversion Rate 💹 | Percentage of clicks leading to actions. | Increase ROI by focusing on high-conversion strategies. |
| Bounce Rate ❌ | Visitors who navigate away after one page. | Aim to lower this rate for more engagement. |
| New vs. Returning Users 👥 | Which games are most popular? | Retain players & attract new ones. |
| Game Preference 🎰 | Mobile, Desktop, tablet. | Push more of what’s working. |
| Bonus Utilization 🎁 | How often bonuses are used. | Offer more targeted bonuses. |
| Payment Methods 💳 | Types of payments used. | Simplify & diversify payment methods. |
Why Standard Affiliate Reports Miss Half the Story?
Every affiliate platform tracks the basics: clicks, impressions, conversions, commission. These tell you the volume story. They don’t tell you the quality and source story.
Here is an example:
Standard report:
- Affiliate #12345: 8,450 clicks, 127 registrations, 48 FTDs, €4,320 in commission owed
- Conclusion: Performing well, maintain current terms
Custom parameter-enriched report:
- Affiliate #12345: 8,450 clicks
- Source breakdown: 4,200 clicks from Twitch (32 FTDs, €680 avg LTV), 2,800 from YouTube (11 FTDs, €420 avg LTV), 1,450 from blog SEO (5 FTDs, €280 avg LTV)
- Game vertical: 31 FTDs interested in slots, 12 in live dealer, 5 in sports betting
- Device: 35 FTDs mobile (68% iOS), 13 desktop
- Creative variation: “200% Bonus” headline drove 28 FTDs, “No Wagering” drove 20 FTDs
- Geographic: 22 FTDs from Germany (€720 avg LTV), 18 from UK (€580 avg LTV), 8 from Nordics (€890 avg LTV)
Actionable conclusion: Twitch traffic delivers 2.4x higher volume and 62% higher LTV than YouTube. Allocate more promotional budget to Twitch. Nordic traffic has 24% higher LTV than Germany—negotiate dedicated Nordic bonus offer with this affiliate. iOS mobile converts at 3.2% versus 1.8% Android—optimize mobile landing pages for iOS first.
The second report drives decisions. The first report just confirms activity happened.
The Custom Parameter Architecture in Scaleo
Scaleo provides SubID tracking (sub1, sub2, sub3, sub4, sub5) that lets you pass custom parameters through the affiliate tracking link. These parameters travel with the click, persist through the conversion, and appear in reporting—giving you dimensional analysis of exactly which traffic sources, placements, creatives, and contexts drive results.
The Basic Structure
Standard tracking link:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_deCustom parameter-enriched tracking link:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=twitch&sub2=jan_stream&sub3=overlay_cta&sub4=200pct_bonus&sub5=mobile_iosWhen a player clicks this link and converts, Scaleo captures all five SubID values and attaches them to the conversion record. Your reports then show conversions broken down by these dimensions.
SubID Naming Convention Best Practices
Create a consistent taxonomy across your affiliate program so SubID data remains interpretable:
Recommended hierarchy:
- sub1: Traffic source type (twitch, youtube, seo, email, instagram, tiktok, facebook)
- sub2: Specific placement/campaign (jan_stream, summer_promo, review_article_001)
- sub3: Creative element (banner_slot, overlay_cta, description_link, pinned_comment)
- sub4: Offer angle (200pct_bonus, no_wagering, free_spins, sports_welcome)
- sub5: Additional context (mobile_ios, desktop, retargeting, new_visitor)
This structure lets you analyze: “Show me all Twitch traffic (sub1), from January streams (sub2), where players clicked overlay CTAs (sub3), responding to 200% bonus messaging (sub4), on mobile iOS (sub5).”
Document this taxonomy in your affiliate guidelines and provide tracking link generators that enforce consistent naming.
Implementation Guide: Setting Up Custom Parameters in Scaleo?
Step 1: Enable SubID Tracking in Scaleo
SubID tracking is available in Scaleo by default. Navigate to your tracking link configuration and ensure all five SubID fields are enabled for your offers.
In Scaleo Admin Panel:
- Go to Offers → Select your offer (e.g., “Welcome Bonus DE”)
- Navigate to Tracking settings
- Verify SubID parameters are enabled:
sub1,sub2,sub3,sub4,sub5 - Configure whether SubIDs are optional or required (recommend optional for flexibility)
Step 2: Generate Tracking Links with Custom Parameters
Affiliates can manually append SubID parameters to their tracking links, or you can provide them with tracking link templates.
Manual parameter appending:
Base link: https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de
Add SubIDs:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=youtube&sub2=review_video_march&sub3=description_link&sub4=200pct_bonus&sub5=desktop
Scaleo link generator for affiliates:
Scaleo’s affiliate portal includes a link generator where affiliates select offer and input SubID values. This ensures proper URL encoding and prevents tracking breakage from malformed parameters.
Step 3: Validate SubID Data Capture
Before rolling out to all affiliates, test that SubID data flows correctly:
Test process:
- Generate a tracking link with all five SubIDs populated
- Click the link (use incognito browser to avoid cache issues)
- Complete a test conversion on your casino platform (registration or deposit)
- Verify in Scaleo that the conversion record includes all five SubID values
Verification query:
In Scaleo reporting, filter conversions by your test affiliate ID and verify SubID data appears:
Conversions Report → Filter by Affiliate #12345 → View Column: sub1, sub2, sub3, sub4, sub5
You should see your test values populated. If SubIDs appear blank, check:
- URL encoding (spaces should be %20 or use underscores)
- Parameter length limits (keep SubID values under 100 characters)
- Click ID persistence (verify Click ID survived redirect chain to your casino)
Step 4: Create Custom Reports Based on SubID Dimensions
Scaleo’s custom report builder lets you filter and group conversions by SubID values.
Example report configurations:
Report 1: Performance by Traffic Source (sub1)
- Grouping: sub1 (traffic source)
- Metrics: Clicks, Conversions, Conversion Rate, Revenue, Commission
- Filters: Date range = Last 30 days, Status = Approved
- Purpose: Identify which traffic source types (Twitch, YouTube, SEO, email) drive the most efficient conversions
Report 2: Creative Performance (sub4)
- Grouping: sub4 (offer angle)
- Metrics: Clicks, FTDs, Average Deposit, Player LTV (if available)
- Filters: Affiliate ID = Top 10 by volume, Date range = Last quarter
- Purpose: Determine which promotional angles (200% bonus, no wagering, free spins) resonate best with high-value players
Report 3: Device/Platform Optimization (sub5)
- Grouping: sub5 (device context)
- Metrics: Clicks, Conversions, Conversion Rate, Average LTV
- Filters: All affiliates, Date range = Last 90 days
- Purpose: Optimize landing page experience for device types that convert best
Step 5: Automate SubID Population with Dynamic Tokens
For affiliates running programmatic campaigns or using tag managers, static SubID values aren’t scalable. Scaleo supports dynamic token replacement in tracking links.
Dynamic token syntax (affiliate implementation):
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1={source}&sub2={campaign}&sub3={creative}&sub4={placement}&sub5={device}
Affiliates replace tokens with their campaign management platform variables:
Google Ads example:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=google_ads&sub2={campaignid}&sub3={creative}&sub4={keyword}&sub5={device}
When a player clicks, Google Ads populates the tokens with actual values, and Scaleo captures them.
Facebook Ads example:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=facebook&sub2={{campaign.name}}&sub3={{adset.name}}&sub4={{ad.name}}&sub5={{site_source_name}}
This automation ensures every click carries complete context without affiliates manually creating thousands of tracking link variations.
Casino-Specific Custom Parameter Strategies
Different affiliate types in iGaming require different SubID tracking strategies. Here are proven frameworks by traffic source.
Strategy 1: Twitch/YouTube Streamers
Challenge: Streamers run multiple streams per week, use different CTAs (overlay, chat command, description link), and test various promotional angles. You need to know which streams and CTA placements drive conversions.
SubID structure:
- sub1:
twitchoryoutube - sub2: Date or stream identifier (
2026_02_15_stream,valorant_stream_002) - sub3: CTA type (
overlay_banner,chat_command_slots,description_link) - sub4: Promo angle (
200pct_welcome,free_spins_50,cashback_10pct) - sub5: Additional context (
new_viewer,returning_chatter,subscriber_only)
Example tracking link for Twitch streamer:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=twitch&sub2=2026_02_15_stream&sub3=overlay_banner&sub4=200pct_welcome&sub5=new_viewer
Reporting insights:
After 90 days, you discover:
- Overlay banners drive 3x more conversions than chat commands
- Saturday evening streams convert 45% better than weekday streams
- “Free spins” messaging attracts higher LTV players than “200% bonus”
- Subscribers convert at 8.2% versus 2.4% for non-subscribers
Optimization actions:
- Negotiate dedicated overlay banner placement (pay premium if necessary)
- Schedule promotional pushes for Saturday evening streams
- Shift creative messaging from “200% bonus” to “50 free spins”
- Offer subscriber-exclusive bonuses to leverage high-intent audience
Strategy 2: SEO Affiliate Sites
Challenge: SEO affiliates operate multiple domains, rank for different keyword categories, and place links in various page positions (hero section, comparison table, footer). You need attribution at keyword and placement level.
SubID structure:
- sub1:
seoor domain identifier (casino_reviews_com,best_slots_net) - sub2: Page type (
homepage,review_page,comparison_table,blog_article) - sub3: Keyword category (
best_slots_uk,no_wagering_casino,live_dealer_sites) - sub4: Link position (
hero_cta,table_row_3,footer_link,sidebar_banner) - sub5: Visitor type (
organic_google,organic_bing,direct_traffic,referral)
Example tracking link for SEO affiliate:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_uk&sub1=casino_reviews_com&sub2=review_page&sub3=best_slots_uk&sub4=hero_cta&sub5=organic_google
Reporting insights:
You discover:
- Review pages convert 2.1x better than comparison tables
- Keywords containing “no wagering” attract players with 60% higher LTV
- Hero CTA placement converts at 4.8% versus 1.2% for footer links
- Organic Google traffic has 35% higher retention than direct traffic
Optimization actions:
- Negotiate more review page placements (pay extra for dedicated reviews)
- Create “No Wagering Bonus” offers specifically for this affiliate’s audience
- Ensure your brand always appears in hero CTA position (premium placement)
- Focus link-building and SEO efforts on Google organic (highest quality source)
Strategy 3: Email/SMS Affiliates
Challenge: Email affiliates segment lists by player interest, test subject lines, send at different times, and run re-engagement campaigns. You need to track which segments and send strategies work.
SubID structure:
- sub1:
emailorsms - sub2: List segment (
slots_enthusiasts,high_rollers,lapsed_players,sports_bettors) - sub3: Campaign type (
weekly_newsletter,exclusive_bonus,reactivation,seasonal_promo) - sub4: Subject line variant (
variant_a_200bonus,variant_b_freespins,variant_c_cashback) - sub5: Send time (
morning_8am,evening_7pm,weekend_sat)
Example tracking link for email campaign:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_de&sub1=email&sub2=slots_enthusiasts&sub3=exclusive_bonus&sub4=variant_a_200bonus&sub5=evening_7pm
Reporting insights:
After testing across 12 campaigns, you find:
- “Slots enthusiasts” segment converts at 6.5% versus 2.1% for general list
- Exclusive bonus campaigns outperform weekly newsletters 4:1 in conversion rate
- Subject line mentioning “200% Bonus” drives 40% more opens but “Free Spins” drives 28% higher LTV
- Evening sends (7-9pm) convert 2.3x better than morning sends
Optimization actions:
- Pay premium commission for access to high-intent segments (slots enthusiasts, high rollers)
- Shift budget from newsletter sponsorships to exclusive bonus campaigns
- A/B test subject lines focused on free spins (higher LTV despite lower volume)
- Schedule all promotional sends for evening time slots
Strategy 4: Paid Traffic (Media Buyers)
Challenge: Media buyers run campaigns across multiple ad networks (Facebook, Google, TikTok, native), test dozens of creatives, target specific demographics, and optimize by device/placement. Granular tracking is essential.
SubID structure:
- sub1: Ad platform (
facebook,google_ads,tiktok,taboola,outbrain) - sub2: Campaign ID (use platform’s campaign identifier:
fb_camp_9384,gads_camp_2847) - sub3: Ad set/targeting (
lookalike_uk_25_34,interest_slots_players,retargeting_30day) - sub4: Creative variant (
video_testimonial,carousel_games,static_bonus_200,ugc_winner) - sub5: Placement/device (
feed_mobile,stories_mobile,desktop_sidebar,instagram_reels)
Example tracking link for Facebook Ads:
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_uk&sub1=facebook&sub2=fb_camp_9384&sub3=lookalike_uk_25_34&sub4=video_testimonial&sub5=feed_mobile
Using dynamic tokens (preferred):
https://track.yourcasino.com/click?a=12345&o=welcome_bonus_uk&sub1=facebook&sub2={{campaign.id}}&sub3={{adset.name}}&sub4={{ad.name}}&sub5={{placement}}
Reporting insights:
With granular tracking across 50+ campaigns, you identify:
- TikTok traffic has lowest CPA (€68) but also lowest LTV (€210)—marginally profitable
- Facebook lookalike audiences convert at 5.2% versus 2.1% for interest-based targeting
- Video testimonial creatives drive 3.1x higher conversion rate than static bonus images
- Mobile feed placement converts at 4.8% versus 1.9% for desktop sidebar
Optimization actions:
- Pause TikTok campaigns (low LTV doesn’t justify acquisition cost)
- Reallocate budget to Facebook lookalike audiences (highest efficiency)
- Commission video testimonial content (highest converting creative type)
- Bid more aggressively for mobile feed placements (best performance)
Advanced Custom Parameter Use Cases
Beyond basic source tracking, custom parameters enable sophisticated optimization strategies.
Use Case 1: Cross-Brand Attribution (Multi-Brand Operators)
If you operate 3+ casino brands, use SubID to track which brand affiliates promote and cross-brand player behavior.
SubID structure:
- sub1: Traffic source (standard)
- sub2: Brand promoted (
brand_a_slots,brand_b_live,brand_c_sports) - sub3: Creative/placement (standard)
- sub4: Cross-brand indicator (
first_brand,existing_player_brand_a) - sub5: Device (standard)
Insight: You discover 18% of players who register on Brand A (promoted by affiliates) later deposit on Brand B. This cross-brand value isn’t visible in standard reporting. With SubID tracking, you credit the originating affiliate for both Brand A and Brand B revenue under your attribution rules.
Use Case 2: Bonus Structure Testing
Test which bonus structures attract high-LTV players versus bonus hunters.
SubID structure:
- sub4: Bonus type (
200pct_match_50x,100pct_match_30x,50freespins_nowager,cashback_10pct)
Tracking links:
Version A: sub4=200pct_match_50x (aggressive bonus, high wagering)
Version B: sub4=100pct_match_30x (moderate bonus, moderate wagering)
Version C: sub4=50freespins_nowager (low bonus, no wagering)
Insight: “No wagering” bonus attracts 40% fewer conversions but delivers 85% higher Month-6 LTV. Players responding to aggressive bonuses churn quickly; players responding to transparent offers stay longer.
Action: Shift affiliate creative messaging from “200% Bonus!” to “No Wagering Free Spins” for affiliates targeting high-LTV audiences (review sites, streamers). Reserve aggressive bonuses for volume affiliates.
Use Case 3: Geographic Micro-Targeting
For affiliates operating in multiple countries, track performance by specific regions/cities.
SubID structure:
- sub5: Geographic detail (
london_uk,manchester_uk,berlin_de,munich_de)
Insight: Players from London convert at 3.8% with €620 average LTV. Players from Manchester convert at 2.1% with €380 LTV. Same country, different economics.
Action: Negotiate geo-specific commission rates. Pay 40% RevShare for London traffic, 32% for Manchester traffic. Optimize landing pages and payment methods for high-value geos.
Use Case 4: Seasonal Campaign Tracking
Track performance across seasonal campaigns to identify which promotional periods deliver best ROI.
SubID structure:
- sub2: Campaign timing (
blackfriday_2025,christmas_2025,euro2024_finals,superbowl_2026)
Insight: Black Friday campaigns drive 3.2x normal volume but attract players with 45% lower LTV (bonus hunters). Super Bowl campaigns drive 1.8x volume with 20% higher LTV (sports betting enthusiasts who stay for casino).
Action: Reduce Black Friday bonus budget (attracts low-quality traffic). Increase Super Bowl budget (attracts high-quality cross-vertical players).
Scaleo Reporting: Extracting Insights from Custom Parameters
Creating Custom SubID Reports in Scaleo
Step 1: Navigate to Reports Module
In Scaleo Admin Panel:
- Go to Reports → Custom Reports
- Click Create New Report
- Select report type: Conversions (for performance analysis)
Step 2: Configure Grouping Dimensions
Add SubID fields as grouping dimensions:
Grouping:
- Primary: sub1 (traffic source)
- Secondary: sub4 (offer angle)
- Tertiary: sub5 (device)
Metrics:
- Clicks
- Conversions
- Conversion Rate
- Revenue
- Commission
- Average LTV (if integrated)
This creates a multi-dimensional report showing: “For each traffic source (sub1), broken down by offer angle (sub4) and device (sub5), what were the performance metrics?”
Step 3: Apply Filters
Filter to focus analysis:
Filters:
- Date Range: Last 90 days
- Affiliate Tier: Gold and Platinum only
- Conversion Status: Approved
- Brand: Brand A (if multi-brand)
Step 4: Export and Analyze
Scaleo exports reports to CSV/Excel for deeper analysis:
Export → CSV → Open in Excel/Google Sheets
Use pivot tables to analyze:
- Which sub1 values (traffic sources) drive highest revenue?
- Which sub4 values (offer angles) attract highest LTV?
- Which sub5 values (devices) have best conversion rates?
Automated SubID Reporting and Alerts
Set up automated reports and alerts based on SubID performance thresholds.
Example automation:
Alert Configuration:
- Trigger: When any affiliate's sub1 traffic source shows >30% decline in conversion rate week-over-week
- Action: Email affiliate manager with alert details
- Purpose: Catch traffic quality degradation early
Implementation in Scaleo:
- Go to Alerts → Create New Alert
- Configure trigger conditions:
- Metric: Conversion Rate
- Comparison: Week-over-week decrease
- Threshold: >30%
- Segment: By sub1 (traffic source)
- Set notification recipients and frequency
This catches issues like: “Affiliate X’s Twitch traffic (sub1=twitch) dropped from 4.2% to 2.8% conversion rate—investigate stream content changes or audience shift.”
Common Implementation Mistakes (And How to Avoid Them)
Mistake 1: Inconsistent SubID Naming
Problem: Affiliate A uses sub1=twitch, Affiliate B uses sub1=Twitch, Affiliate C uses sub1=TWITCH. Your reports now show three separate categories instead of one aggregated view.
Solution: Document naming conventions and enforce them:
- Always lowercase (
twitchnotTwitch) - Use underscores not spaces (
youtube_reviewnotyoutube review) - Define allowed values for each SubID in affiliate guidelines
Provide affiliates with tracking link generators that enforce these rules automatically.
Mistake 2: SubID Values Too Long or Complex
Problem: Affiliate creates tracking links like:
sub2=my_super_detailed_campaign_name_for_february_2026_including_all_targeting_details_and_notesLong SubID values create reporting clutter and may exceed URL length limits (2,048 characters).
Solution: Enforce character limits (50 characters per SubID max). Use codes not descriptions:
Bad: sub2=february_2026_video_testimonial_campaign_targeting_uk_slots_players
Good: sub2=feb26_video_uk_slotsMistake 3: Not Testing SubID Data Flow Before Launch
Problem: Roll out SubID tracking to 100 affiliates. Two weeks later, discover SubID data isn’t persisting through redirect chain from affiliate site → your casino landing page. All SubID values are NULL in reports.
Solution: Always test tracking flow end-to-end:
- Generate test tracking link with all SubIDs populated
- Click link, complete test conversion
- Verify SubID data appears in conversion record
- Test across different browsers (Chrome, Safari, Firefox)
- Test on mobile devices (iOS Safari, Android Chrome)
Fix any tracking breakage before rolling out to affiliates.
Mistake 4: Treating All SubID Data as Equally Important
Problem: You track 5 SubID dimensions for every click. Reports become overwhelming with too many dimensions to analyze meaningfully.
Solution: Prioritize SubID analysis based on your optimization goals:
High priority (analyze weekly):
- sub1: Traffic source (determines budget allocation)
- sub4: Offer angle (determines creative strategy)
Medium priority (analyze monthly):
- sub2: Specific placement/campaign (optimization within traffic source)
- sub5: Device/context (technical optimization)
Low priority (analyze quarterly):
- sub3: Creative element (granular creative testing)
Don’t try to analyze all five dimensions simultaneously. Start with sub1 and sub4, then drill deeper as patterns emerge.
Mistake 5: No Affiliate Education on SubID Value
Problem: You enable SubID tracking, but affiliates don’t use it because they don’t understand the value or how to implement it.
Solution: Educate affiliates on how SubID tracking benefits them:
Affiliate-facing documentation:
Title: "How to Use SubID Tracking to Optimize Your Campaigns"
Why use SubIDs:
- See which of your traffic sources converts best (Twitch vs YouTube vs SEO)
- Identify which promotional angles work (200% bonus vs free spins)
- Optimize your content strategy based on data, not guesses
- Justify higher commission tiers with quality traffic proof
How to implement:
[Provide step-by-step instructions with examples]
Example use case:
"Affiliate Sarah used SubID tracking to discover her Tuesday evening Twitch streams converted 3x better than weekend streams. She adjusted her streaming schedule and increased earnings 40% in 60 days."
Show affiliates that SubID tracking helps them optimize, not just you.
Conclusion: Custom Parameters Transform Reporting from Logs to Intelligence
Standard affiliate reports tell you what happened. Custom parameters tell you why it happened, which context drove it, and how to replicate success.
The casino operators who scale affiliate programs profitably are the ones who implement SubID tracking from day one, enforce consistent naming conventions, educate affiliates on proper usage, and analyze dimensional performance to make commission, creative, and budget decisions based on granular reality—not aggregate guesses.
Implementation checklist:
✅ Enable all five SubID fields in Scaleo
✅ Document SubID naming conventions (traffic source taxonomy)
✅ Provide affiliates with tracking link generators (enforce consistency) ✅ Test SubID data flow end-to-end (verify capture and reporting)
✅ Create baseline custom reports (traffic source, offer angle, device performance)
✅ Set up automated alerts (catch performance degradation early)
✅ Educate affiliates on SubID value (increase adoption rates)
✅ Analyze SubID data weekly (identify optimization opportunities)
✅ Adjust commission tiers based on SubID performance (reward quality, not just volume)
Start with sub1 (traffic source) and sub4 (offer angle). These two dimensions alone surface 80% of optimization opportunities. Once you’re analyzing those consistently, expand to sub2, sub3, and sub5 for deeper insights.
The operators who implement this framework see:
- 25-40% improvement in traffic source ROI (cutting underperformers, scaling winners)
- 30-50% reduction in affiliate disputes (granular data resolves attribution questions)
- 15-25% increase in program profitability (better budget allocation based on quality signals)
- 40-60% faster optimization cycles (weekly decisions instead of quarterly reviews)
The operators who skip custom parameters continue making decisions based on aggregate performance while competitors with dimensional visibility outmaneuver them quarter after quarter.
What “custom parameters” actually mean in iGaming affiliate tracking?
Custom parameters are extra values appended to tracking links and passed through redirects/postbacks so they show up inside your affiliate reports. They answer the only questions that matter:
- Where did this click come from?
- Which placement/creative drove it?
- What happened between click → registration → deposit?
- Was it legit, or “incent + proxy + bot vibes”?
Common names you’ll see:
- SubID / sub_id / sub1–sub5
- click_id / transaction_id
- source / traffic_source
- placement / zone / banner_id
- campaign / adset / keyword
- lp / lander / funnel_step
- promo_code
Cheat sheet: the parameters casino operators should track
If you track nothing else, track these.
| Parameter | What it should represent | Example value | What it lets you do |
|---|---|---|---|
click_id | Unique click identifier (generated by tracker) | c_8f31a2 | De-dup conversions, audit disputes, tie events together |
aff_id | Affiliate ID | 1172 | Filter performance + enforce caps/terms |
sub1 | Traffic source | seo / ppc / email | Instantly see which channels bring depositors vs noise |
sub2 | Campaign or offer angle | welcome_bonus / sports_promo | Compare angles across CPA/RevShare deals |
sub3 | Placement / site section / zone | review_top / sidebar_300x250 | Kill low-quality placements without killing the whole affiliate |
sub4 | Creative ID | cr_19 | Creative-level ROI and fatigue detection |
sub5 | Landing page ID | lp_a / lp_crypto | A/B test landers with real revenue, not just CTR |
promo | Promo code shown to player | VIP25 | Attribution when players convert off-link (support calls, direct) |
geo | Geo target (or detected geo) | CZ / DE | Catch “mismatched geo” + optimize localization |
device | Device category | m / d | Spot mobile-only fraud patterns, fix UX bottlenecks |
lang | Language | en / cs | Measure i18n impact on reg→dep conversion |
Rule of thumb: use SubIDs for “operator-controlled dimensions” (source/campaign/placement/creative/lp) and keep click_id as the immutable audit key.
Need help implementing custom parameter tracking for your casino affiliate program? Scaleo’s SubID architecture provides five-dimensional tracking with custom report builders, automated alerts, and affiliate-facing link generators that enforce naming conventions. Built for casino operators who optimize based on granular traffic quality signals, not just volume metrics. Contact our team to see how custom parameter tracking transforms affiliate program intelligence and profitability.
Looking for affiliate software designed for the iGaming industry with all these custom parameters and many, many more? Try Scaleo free for 14 days, or schedule a free demo call to see what it can do for your business!
