How much is your traffic worth?

Anastasia Titova

Looking for iGaming traffic

A favorite topic of debate between affs and brands. Value formation on the part of the former is often driven by mere desire, without argumentation. At best - «market conditions».

There was a time when we worked mainly «from an aff request» and did not bargain much. Now trends are changing - and there are logical reasons for this.

What does the advertiser pay attention to when they offer a bid? How do they (we) form these «bondage terms»?

The first is traffic-source. The cost of traffic depends primarily on the source. Obviously, not everyone is interested in Facebook right now. And it's not only (and often not at all) about the product, but about the funnel. Although, of course, it is Facebook that highlights problems with a product faster than any other source.

The second is the funnel. Crashes are cheaper than slots. Or live. Or sports - depends on the geo, and that's something to consider.

The third is the operating system. Also obvious.

But the most important thing is your words and your statistics. If you are confusing your stats, are going to mix traffic (approaches and OS) per link, don't understand the difference between slots and crashes - obviously, you will be discounted.

The pooches aren't even worth writing about. I'm talking, of course, about the ones for retention.

Statistics are a separate pleasure. They often fudge numbers without knowing how to count. A former colleague of mine runs a blog on Telegram, which is his favorite section. The numbers don't add up at all. At least they have learned to work with code, not in Paint as they used to.

Communication style also plays a role. Believe me, the field is small, everyone communicates with each other, and each project and person develops a reputation over time.

Here are favorite dead-end strategies that definitely won't help you take a product with a normal rate.

• «Oh, we've been screwing you over, we don't like your offer, we have tons of them». First of all, this may be far from true. Secondly, managers will start asking other teams for feedback about you. Do you want that? Believe me, everyone here is pretty open to communication. Third, such phrases have long been read as manipulative and hackneyed. And finally, conflicting, irrational dialog at the very beginning is often a sign that adequate communication will not work.
• «I'll pass it on.» «Transmitters» are very unpleasant people in communication. Because to all questions to receive the answer «I'll pass on / I'll ask / I'll find out» with a complete lack of feedback - it's not work. It's like yelling down a well. Such affs are quickly handed over to the support or prepare them a basic manual with geo, rates and conditions. Of course, you won't get any exclusivity that way.
• «On the bull.» These are fans of the old days, who apparently still remember how in the sphere you could get a physical «punch in the eye» if something was «out of line». Here you will simply be sold a deal - because they realize that adequate cooperation will not be possible.

Of course, ROI isn't just about traffic, it's also about the performance of the product. But the days when «I make 1000 FTDs a day» sounded cool are long gone. The question is how you make them and how they play out. So adequate communication is still the key to your rate and capa.

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