Top KPIs for Sportsbook Influencer Campaigns

Sportsbook influencer campaigns require a different KPI framework than casino campaigns because the bettor journey is fundamentally different. Casino players deposit and play within a single session; sports bettors often research, compare odds, and delay registration until a specific match approaches. This multi-session journey means standard last-click attribution models undercount the true impact of influencer campaigns on sportsbook FTD volume.

The ten KPIs that define sportsbook influencer campaign performance: first-time deposit volume and CPA, registration-to-FTD conversion rate, time-to-first-deposit (the lag between registration and first bet), average first deposit size, 30-day and 90-day bettor retention rates, number of bets placed in first 30 days, gross gaming revenue per acquired player at 90 days, promo code attribution rate, cost per qualified registration, and influencer-to-influencer assisted conversion rate for multi-touch journeys.

Why Time-to-FTD Matters for Sportsbooks

In casino marketing, most FTDs occur within 24–48 hours of registration. In sportsbook marketing, a significant proportion of FTDs occur 3–14 days after registration, aligned with upcoming fixtures. This means sportsbook campaign measurement windows should extend to at least 30 days post-registration, not the 7-day windows commonly used for casino campaign reporting. Operators using 7-day attribution windows for sportsbook influencer campaigns routinely undercount their actual FTD volume by 20–35%.