01
Event dictionary signed off
iGaming influencer attribution
Know what the creator campaign actually moved.
Influencer attribution is not solved by adding a promo code at the end. The measurement plan has to survive cross-device behaviour, shared links, delayed conversion, market restrictions and the gap between a registration and a qualified customer.
01 / measurement and governance
Define three layers of truth
Delivery answers what was published and consumed. Attribution connects known actions to tracked touchpoints. Incrementality asks what happened because of the campaign rather than what would have happened anyway.
These layers should not be collapsed. A platform view count is not an attributed registration, and an attributed registration is not proof that the campaign created incremental demand.
02 / measurement and governance
Write the event dictionary first
Name every event, its system of record, qualification rule, attribution window and owner. Registration, verified account, first deposit and net revenue are different events with different latency and privacy constraints.
Lock definitions before contracts. Retrofitting them after creators are live encourages selective reporting and makes partner disputes harder to resolve.
03 / measurement and governance
Use more than one signal
Tagged links provide a clean click path when viewers use them. Creator codes can recover some untracked or cross-device conversions. Landing-page surveys and time-series analysis add directional context.
No method closes every gap. Report the coverage and limitations of each signal, and avoid presenting modelled or self-reported conversions as directly observed.
04 / measurement and governance
Build a decision-grade readout
Show spend, deliverables, reach or watch time, clicks, registrations, qualified events and cohort quality where available. Add creative and audience notes that explain the numbers.
The decision section should name which creators to renew, which formats to alter, which markets need a different landing path and which hypotheses remain unresolved.
05 / Release controls
What must be true before this goes live.
02
UTM and creator-code conventions documented
03
Attribution windows fixed
04
System-of-record owners named
05
Coverage limitations disclosed
06 / Measurement
Signals worth keeping.
Tracked-link coverageDefine source, window and owner before launch.
Registration-to-qualified rateDefine source, window and owner before launch.
Cost per qualified eventDefine source, window and owner before launch.
Time to conversionDefine source, window and owner before launch.
Renewal decision confidenceDefine source, window and owner before launch.
Sources and review
Use live rules at launch.
Platform and jurisdiction requirements change. These sources informed the operating framework on 14 September 2026; verify the current version and obtain qualified legal review where required.
Bring the product, market and target.
Design the measurement plan.
We’ll turn them into a creator plan with clear controls, useful content and a measurement path.
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