Affiliate panel and traffic tracking

1) Purpose and principles

• Transparent traffic attribution (click → reg → KYC → FTD → deposit activity).
• Fast optimization: creatives, landing pages, geo, devices, times of day.
• Quality and compliance control: anti-fraud, geo/funnel compliance, brand guides.
• Financial clarity: payment models (CPA/CPL/RevShare/Hybrid), documents, schedule.

• Time-to-insight <10 sec: filter presets, pinned views.
• Signals> raw materials: highlighting CTR/CR/FTD-Rate anomalies, burn-down budget.
• Explainability: "Why sagged?" - geo/creative/source/device contribution.
• Role access: affiliate, account manager, finance, compliance - different rights.

2) Roles and scripts

Affiliate: see performance on subid/geo/creatives, upload reports, manage postbacks, request payouts.
Account manager: monitor the portfolio of affiliates, KPIs under contracts, sanctions/bonuses, communications.
Finance: accruals, adjustments (chargeback/clawback), invoices, payment statuses.
Compliance/Brand: tracking violations, allowed geo/channels, stoplist/creatives.
Technical support: integration of postbacks, test clicks, pixel validation/UTM.

3) Information Architecture (IA)

1. Global filters (top panel): period, program/brand, geo, device/OS/browser, source/channel, subaccounts (subid1.. subid5), creatives, landing pages, offer id.
2. Home ("Today"): KPI summary + alerts/anomalies.
3. Traffic: sources, UTM/Ref, SmartLink routing, creative positions.
4. Funnel: clicks → registrations → KYC pass → FTD → repeated deposits.
5. Finance: model of payments, rates, accruals, corrections, payments.
6. Tools: link generator, postbacks (S2S/Client), API access, exports.
7. Compliance: permitted geo/channels, brand guide, violation tickets.

4) KPI and formulas

4. 1 Traffic and conversion

Impressions (Imp) - impressions.
Clicks (Clk) - clicks.
CTR = Clk / Imp.
Visits/Landing CR = LP unique visitors/Clk.
Registration (Reg) - registrations.
CR(Clk→Reg) = Reg / Clk.
KYC Pass Rate = KYC_approved / Reg.
FTD — First-Time Depositors.
FTD Rate = FTD / Reg.
Depositors - deposited in the period (including repeated).
AFTD (Average FTD Deposit) = Sum (1st deposit )/FTD.

4. 2 Monetization

Stake Sum/Payout Sum (by affiliate player).
GGR = Stake − Payout.
Promo Cost (bonuses, FS in den. eq.) .
Platform/PSP Fees - platform fees and payments.
NGR = GGR − Promo − Fees.
RevShare Commission = NGR × RevShare%.
CPA Fee = CPA _ Rate × number of valid FTDs (by quality rules).
Hybrid = RevShare Commission + CPA Commission.
EPC (Earnings per Click) = Payouts/Clk.
RPA (Revenue per Acquisition) = Payments/FTD.
LTV (to the agreed window) = NGR_per_user_cumulative/Users.

4. 3 Traffic quality

Invalid Click Rate = (bot/duplicates/empty subids )/Clk.
Early Churn% = players without activities after D1/D7.
Chargeback/Clawback% = inverse adjustments/accruals.
Complaints Rate = tickets/1000 registrations.

5) Attribution and routing

UTM/Ref structure: 'utm _ source', 'utm _ medium', 'utm _ campaign', 'utm _ content', 'utm _ term', 'subid1.. subid5' (free taxonomy).
Deeplink Builder: language/currency/category/game selection; auto-add parameters.
SmartLink: rules of routing by geo/device/time/performance history; fallback landing.
Attribution models: Last Click (default), First Click (for brand campaigns), Time-decay (agreed half-life).
Lookback windows: clicks (X days), view-through (Y hours, optional and neat).

Deduplication by user_id/fingerprintu/kuki + Confirmation S2S

6) Postbacks, pixels and APIs

S2S Postback: `/conversion? click_id={click_id}&status=ftd&amount=...¤cy=...&ts=...&sig=...`

HMAC signature, allowlist IP, retry logic, idempotency.
Client Pixel (fallback): for viewing events only, no sensitive data.
Test utility: "Send test postback" → status/response log.
Affiliate APIs: day/subid reports, creative lists, payout statuses.
Webhooks: accrual/correction/payout; alert about low quality or a surge of failures.

7) Widgets and reports (recommended set)

Home ("Today")

Revenue Pulse: Payouts for period vs plan/past week.
Funnel Pulse: Clk→Reg→KYC→FTD (bottlenecks highlighted).
Quality Monitor: Invalid Clicks, Early Churn, Clawback% - traffic light.
Top Movers: The subids/creatives with the highest EPC/FTD Rate rise/fall.

Traffic

Source Matrix: `source × geo × device` с CTR/CR/FTD Rate/EPC.
Geo map: clicks, registrations, FTD, NGR; filter by allowed markets.
Creative tab: preview, format, position, CTR, CR, FTD Rate, EPC.

Funnel

Когhort Retention (FTD-cohort): D1/D7/D30.
Path Analysis: landing → action → reg → kyc → deposit.

Finance

Payout model: current rate (CPA/RevShare/Hybrid) and quality conditions.
Accruals & Adjustments: accruals, chargebacks/clawbacks, clarifications.
Payouts: statuses (Pending/Approved/Paid/Hold), method, schedule.

Compliance

Allowed/Restricted: geo, channels (for example, context/social networks/tik-tok/streams), dictionary of prohibitions.
Brand Watch: violations (logo, claims "without KYC," "instant output," etc.), tickets and deadlines.

8) Data and display cases

Events (minimum contract)

`click` (click_id, ts, ip, ua, geo, utm, subid, device, referer).
`landing_view` (session_id, ts, lp_id, performance timings).
`registration` (user_id, ts, click_id?).
`kyc_status` (user_id, ts, status).
`deposit` (user_id, ts, amount, currency, method, is_first).
`bet_result` (user_id, ts, stake, win).
`payout_update` (affiliate_id, ts, amount, status).
user_id aliased.

Shop windows

Fact_Clicks (grain: click_id).
Fact_Users (user_id, first_click_id, first_reg_ts, first_deposit_ts).
Fact_Finance (affiliate × day: accruals, adjustments, payments).
Fact_Perf (affiliate × subid × day: CTR/CR/FTD Rate/EPC).
Dim_Affiliate/Offer/Landing/Creative/Geo/Device.

9) Data quality and anti-fraud

Bot detection: speed of clicks, IP/UA repetition, invalid referrers, JS-check of execution.
Geo-inconsistency: clicks from the forbidden geo → auto-filter and ticket.
Anomalies: Reg spike without FTD, EPC→0, FTD Rate>> medians (possible insent).
UTM/subid control: required fields, whitelist characters, deduplication.
S2S logs: idempotency (event_id), retry with exponential delay.

10) Payments and documents

Models: CPA, CPL, RevShare, Hybrid.
Quality threshold (for CPA): KYC pass, minimum rates/deposits, no fraud.
Schedule: weekly/monthly/nett-30; Invoice statuses.
Methods: bank transfer, SEPA/SWIFT, e-wallets, crypto (if allowed by jurisdiction).
Documents: contract, affiliate KYC, tax forms, invoice/act.
Adjustments: chargeback (payment), clawback (lead quality), hold (investigation).
History and export: CSV/XLSX/JSON; manager comment log.

11) Compliance and privacy

RBAC: affiliate only sees its data; manager - portfolio; finances - amounts without personal data of players.
PII minimization: personal data of players are not shown to the affiliate; aggregates and anonymous identifiers only.
Geo/channel policies: whitelist/blacklist, auto-sanctions and escalations.
Event storage: retention period, right to remove aggregates after contract closure (under contract).
Log of actions: who unloaded/changed what (postbacks, API keys).

12) UX patterns

KPI cards with trends and trust corridors.
Table "subid leaderboard" with quick filter and column anchor.
Reference Wizard-Select offera→lendinga→deeplink→UTM/subid.
"Explain this drop": the contribution of geo/creatives/time of day to the CR/FTD Rate drop.
Creative Center: previews, moderation statuses, auto-size generation, UTM templates.
Night mode, keyboard shortcuts, saved reports and sharing presets.

13) A/B experiments (by affiliate)

Hypothesis: creative/landing/title/format.
Target: EPC/FTD Rate/CR (Clk→Reg).
Design: even distribution by subid/creative; duration to MDE.
Guardrails: Invalid Click Rate, Complaints Rate, CR(KYC), latency лендинга.
Report: uplift, confidence interval, degradation risk.

14) Alerts and notifications

EPC ↓> X% to 7-day median.
CR (Clk→Reg) or FTD Rate failed below the quality threshold.
Invalid Click Rate ↑ or geo-mismatch.
Payment threshold reached/invoice rejected/adjustment accrued.
API key expiration or postback error.

15) Implementation checklist (by sprints)

Sprint 1: events of clicks/registrations/deposits, Fact_Clicks/Fact_Perf showcases, home "Today."

Sprint 2: link generator, SmartLink, basic subid/geo reports, export.
Sprint 3: S2S postbacks, logs and tester, anti-fraud rules, alerts.
Sprint 4: finance (accruals, adjustments, payments), invoices, journal.
Sprint 5: compliance center, brand moderation of creatives, RBAC, audit log.
Sprint 6: A/B module, explainers, optimization recommendations.

16) Glossary (brief)

UTM - campaign labels; subid - optional partner parameters.
CPA/CPL/RevShare/Hybrid - payment models.
EPC - revenue per click. RPA - revenue per lead/FTD.
Clawback - reverse adjustment for poor quality lead.
SmartLink - dynamic traffic routing to the best offer/landing.
KYC Pass - player verification. FTD - first deposit.

17) Antipatterns

PII mixing of players in an affiliate panel.
"Dark" KPIs without formulas and sources.
Lack of test tools for postbacks and integration log.
No explanation for falls/height (blind figures without contributions).
Hard reports without saved views and APIs.

18) The bottom line

1. shows the efficacy and quality for each source/subid,

2. explains why the EPC/CR/FTD Rate is changing and where the "blockage" of the funnel,

3. allows you to act: change links and creatives, set up postbacks, manage finances and comply with compliance - quickly, transparently and safely.