How to Read Casino Affiliate Reports, Column by Column
Updated 27 October 2026
An affiliate report answers two questions: which of your efforts turn into players, and what those players are worth. The columns look simple, but each one tells a slightly different story and a few are easy to misread. Below we go through them in the order you meet them, then show how to turn the numbers into decisions. The examples use a Casino Affiliates Group account, where one report covers all six brands, but the logic applies to any casino program.
Setting up the view
Pick a date range and, if you run several sites or channels, a single website. Reports update in real time, so today's activity appears as it happens. Two habits make every report more useful: compare equal periods (this week against last week, not a week against a month), and look at one source at a time when you are investigating a change before going back to the total.
The columns
Clicks and unique clicks
Clicks count every time someone follows your tracking link. Unique clicks count each visitor once, which is what our platform tracks, so a reader who clicks three times in an afternoon doesn't inflate your numbers. Clicks show whether a placement is seen and used. A sudden drop to zero is the quickest sign that a link was removed or broken.
Signups
New player accounts created by visitors from your links. If clicks are healthy but signups are thin, the reader expected something different from what they found: a bonus you mentioned that isn't shown on the landing page, or a language mismatch.
First deposits (FTDs)
Players you referred who made their first deposit. In the early weeks this is the column to watch. It's also the event a CPA is usually built on: if you are on CPA or Hybrid, the CPA is paid per qualifying depositing player under the terms of your deal.
Deposits
The total amount your referred players deposited in the period, first and later deposits together. Comparing deposits with FTDs tells you whether players return. A source with many FTDs and little else is bringing one-time players.
Withdrawals
Money your players took out. High withdrawals are not bad in themselves; players who win and cash out often come back. But they affect revenue, so read them alongside the next columns.
Chargebacks
Deposits reversed through the payment provider. They are deducted from revenue, and confirmed fraud can also be deducted under the terms. If chargebacks cluster on one sub-ID, look hard at that traffic source.
GGR and NGR
Gross gaming revenue is, roughly, what players staked minus what they won. Net gaming revenue is GGR after deductions such as bonus costs, chargebacks and fees, as defined in the program terms. RevShare is calculated on NGR, so this is the number your RevShare percentage applies to. NGR can be negative in a month when players win big; how that is handled is explained in negative carryover explained.
Commission
What you earned in the period: RevShare on NGR, CPA on qualifying players, or both on a Hybrid deal. On our platform it's one total across all six brands, and it is paid once your balance reaches $250.
Rows: website, brand and sub-ID
A report becomes useful when its rows mean something. On a Casino Affiliates Group account you can split by website (each site or channel you add has its own tracking ID), by brand (you have one link per brand) and by sub-ID (the labels you add to links). If you haven't set up sub-IDs yet, do that before anything else: our guide on sub-IDs and postbacks shows how to name them so the report stays readable.
A worked example
Here is a made-up month for a small bonus-code site, split by sub-ID:
| Sub-ID | Unique clicks | Signups | FTDs | Deposits |
|---|---|---|---|---|
| codes-table-winner | 900 | 70 | 22 | $3,100 |
| codes-table-zeslots | 650 | 60 | 21 | $4,400 |
| review-purple-cta | 300 | 18 | 9 | $1,900 |
| sidebar-banner | 1,200 | 15 | 2 | $120 |
What it says:
- The CasinoWinner row has the most clicks and is good at producing first deposits; the 300% WIN300 offer is doing its job.
- ZeSlots gets fewer clicks but its players deposit about twice as much each after the first deposit. On RevShare that row is probably worth more over time.
- The CasinoPurple review converts half its signups into depositors. That page deserves more traffic: link to it from the codes table.
- The sidebar banner gets the most clicks and almost no deposits. Those are accidental or curious clicks. Replace it or remove it.
None of these conclusions are visible in the total. All of them come from a few well-named rows.
Ratios worth tracking
| Ratio | What it tells you |
|---|---|
| Signups ÷ unique clicks | Whether the landing matches the promise of your page |
| FTDs ÷ signups | Whether the offer and cashier fit your audience |
| Deposits ÷ FTDs | Whether players come back, the core of RevShare value |
| Chargebacks ÷ deposits | Traffic quality; a high ratio on one source is a warning |
Common misreadings
- Judging RevShare in week one. NGR swings with player luck. Look at three months before deciding a brand "doesn't pay".
- Celebrating clicks. Clicks pay nothing. FTDs and deposits do.
- Mixing time zones. If your own tracker uses a different time zone from the dashboard, daily figures won't match. Compare weeks instead.
- Reading a negative month as a loss. It's a period where players won. Over a longer run, the house edge evens it out.
A weekly routine
- Monday: check last week's unique clicks per sub-ID for any row that went to zero.
- Look at FTDs per brand and move your best placement to the brand that converts best for it.
- Once a month: deposits per FTD by source, and decide which pages deserve new content.
- Once a quarter: talk to your manager with these numbers, especially if you're aiming to move from 25% towards 50% RevShare or asking about a geo deal.
Unsure about a term? The casino affiliate glossary defines them all. For the deal side, see commissions and RevShare vs CPA vs Hybrid. Affiliates who want the same depth of reporting on their own campaigns often run a tracker such as AffTrackers tracking software alongside the dashboard.
FAQ
Are reports updated in real time?
Yes. Activity appears as it happens, so you can check a new placement the same day.
Do I get one report or one per brand?
One report covering all six brands, which you can split by brand, website and sub-ID.
Why is my NGR negative this month?
Your players won more than they lost in that period. It happens; judge RevShare over several months rather than one.
Which column decides my CPA?
CPA is paid per qualifying depositing player under your deal, so first deposits are the column to watch.