Track your iGaming funnel (registration → FTD → NGR)

For a sportsbook or casino the moment that pays the bills isn't the click or even the sign-up – it's the First-Time Deposit (FTD), and then every deposit after it. Those moments are spread out over days or weeks and almost all of them happen inside your player platform, not on a marketing page: someone registers, funds their account, redeposits, and generates Net Gaming Revenue (NGR) over their lifetime. This guide wires every one of those stages to LeadJourney so you can see, per campaign, ad set and ad, not just how many registrations an ad produced but how many turned into FTDs and how much NGR they generated.

The iGaming funnel, mapped to LeadJourney

Pick the stages that exist in your product and skip the rest. Each event name is just the type you send – rename them to whatever your team already says (REG, FTD, QFTD, RD, NGR).

The one idea that makes iGaming tracking work

Here's the catch that's unique to iGaming, and the single most important thing in this guide:

The click ID lives in the browser, at registration. But the FTD, redeposits and NGR happen later – almost always server-side, in your player platform or a nightly cron, with no browser and no localStorage in sight.

So you can't read the click ID again when those later events fire. The fix is simple:

Before you start

Grab your Conversion API credentials from Settings → Events → Conversion API:

• Your Webhook URL – looks like https://api.leadjourney.io/api/v1/postback/<your-id>.
• Your Postback Secret – treat it like a password; it stays on your server and is never exposed to the browser.

Then create the events you'll use in the Events Manager. Lead and WonClient exist in every workspace by default; add the deposit stages:

Step by step

// In your registration handler, the moment the account is created
const clickId = localStorage.getItem("clickId") || "";

// Save it on the player record (pseudo-code – use your own ORM / DB)
await db.players.update(newPlayer.id, { lj_click_id: clickId });

// app/api/lj-event/route.js
export async function POST(req) {
  const d = await req.json();

  await fetch(
    "https://api.leadjourney.io/api/v1/postback/YOUR-POSTBACK-ID",
    {
      method: "POST",
      headers: {
        "Authorization": "Bearer YOUR_POSTBACK_SECRET",
        "Content-Type": "application/json",
      },
      body: JSON.stringify({
        type: d.type,           // "Lead" | "WonClient" | "Redeposit" | "NGRUpdate" | ...
        click_id: d.click_id,   // the value you stored at registration
        email: d.email,         // always send this – durable match key
        phone: d.phone,         // iGaming verifies phone anyway – another strong key
        first_name: d.first_name,
        last_name: d.last_name,
        revenue: d.revenue,     // deposit amount / NGR – leave out for plain registration
      }),
    }
  );

  return Response.json({ ok: true });
}

await fetch("/api/lj-event", {
  method: "POST",
  headers: { "Content-Type": "application/json" },
  body: JSON.stringify({
    type: "Lead",
    click_id: localStorage.getItem("clickId"), // or the value you just stored
    email: newPlayer.email,
    phone: newPlayer.phone,
    first_name: newPlayer.firstName,
    last_name: newPlayer.lastName,
  }),
});

await sendEvent({
  type: "WonClient",
  click_id: player.lj_click_id,  // stored at registration
  email: player.email,
  phone: player.phone,
  revenue: deposit.amount,       // the FTD amount, in your workspace currency
});

await sendEvent({
  type: "Redeposit",
  click_id: player.lj_click_id,
  email: player.email,
  revenue: deposit.amount,
});

// Pseudo-code for a daily job
const players = await db.players.activeSince(yesterday);
for (const p of players) {
  await sendEvent({
    type: "NGRUpdate",
    click_id: p.lj_click_id,
    email: p.email,
    revenue: p.ngrToDate,   // running NGR for this player
  });
}

Affiliate traffic

Affiliates and influencers send players to your registration page, which already runs the tracking script – so their players are captured automatically. To compare partners against your direct media on the same CPR / CPA / NGR basis, give each affiliate a unique source / sub-id in their link (built with the UTM Builder or your own URL parameters) so it lands as its own traffic channel. Every event above then carries the same click ID, so FTDs, redeposits and NGR are attributed per affiliate – ideal for settling CPA, revenue-share or hybrid deals against real value.

Post-FTD value (NGR and player LTV) without double-counting

A player keeps depositing and generating revenue – decide once how that should show up:

• One conversion, kept up to date – set WonClient (or NGRUpdate) to Edit conversion with new data so the latest figure updates the same conversion (good for "current player value / NGR").
• Every deposit as new revenue – set WonClient to Keep original data, increment payout so each deposit adds on top (good for "total deposited"). This mode is WonClient-only.
• Net out withdrawals / bonus cost – send a conversion with negative revenue, or let your NGRUpdate already account for them so NGR stays the source of truth.

See the mode table in Events & the Events Manager.

Verify it's working

1. Open your site from a tracked link (one carrying lj_* parameters, e.g. a test ad URL or a link built with the UTM Builder) so a click ID is stored.
2. Walk the funnel with a test player: register, make a test First-Time Deposit, then a redeposit (or run your NGR cron).
3. In Settings → Events each event's Total count goes up and its status turns Active.
4. To inspect a single call (status code, payload, whether the click ID, email or phone matched), open the API Postbacks log.

FAQ

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