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How the CPL model works in gambling
CPL (Cost Per Lead) - payment for a contact who left data and agreed to communications. In iGaming, CPL is used to scale the "top of the funnel" (registration/application), when the brand wants to control the value of the primary interest, and not pay immediately for FTD (CPA) or revenue share (RevShare). Niche belongs to YMYL, so CPL is allowed only with voluntary consent, transparent rules and Responsible Gaming - without clickbait and "promises of winnings."
1) What is the "lead" in iGaming by CPL
Basic lead (soft lead) - contact details + explicit consent (email/phone/app-push).
Qualified lead (hard/qualified) - quality conditions are additionally met, for example:- email/SMS confirmation;
- Profile filled in (minimum KYC profile, no document upload)
- registration is complete (account activation);
- consent to communications on selected topics.
Important: a specific definition of the lead is prescribed in the offer. The "stricter" the requirements, the higher the rate, but better the post-click quality.
2) CPL Funnel: Click to Pay
1. Click on the tracking link (with 'click _ id/sub1-sub5').
2. Landing/form (page of conditions, consent, Responsible).
3. Completion + consent to communications.
4. Confirmation of contact (email/SMS) - optional, but desirable.
5. Validation (antifraud, GEO/age, take, forbidden sources).
6. Lead application → CPL payment (or deviation/hold).
Additional post-lead target steps (for quality and forecasts): KYC, first deposit (FTD), reactivation.
3) Attribution and tracking
Tracking link with 'click _ id' and 'sub1-sub5' labels.
S2S postbacks: the "lead_created/lead_approved/lead_rejected" event is → in the webmaster tracker.
Attribution window: usually 7-30 days from click to check-in/lead.
Idempotence: unique 'tx _ id' per event + protection against re-payment for one lead.
De-dupe: filter by email/phone/device/fingerprint so as not to pay for duplicates.
4) Standard conditions for CPL offer
Allowed sources (for example, Telegram/SEO/content/push). Branded PPC and motif - usually banned.
GEO/language and age 18 +.
Creative policy: ban on "guaranteed winnings," pseudo-timers, images of minors.
Validation: confirmation of contact, anti-fraud rate, stoplist/junk domains.
Hold and reporting: Net-7/14/30, weekly reports with reasons for deviations.
Capes: daily/weekly lead limit; growth of the mouthguard at stable quality.
5) KPIs and metrics (for webmaster and advertiser)
Top of funnel
CR click→lead (form conversion), CPL (rate), eCPL (actual price including deviations).
Share of confirmed (email/SMS), duplicates/garbage.
Quality (post-lead)
L2KYC - the proportion of leads that have reached KYC.
L2FTD is the proportion of leads that have become FTDs.
TTFV - time to first value action (demo/CCP/deposit).
Complaints/unsubscribes (per 1,000 leads), spam rate.
Economy
eCPL→eCPA: `eCPA = eCPL / L2FTD`.
ROMI_N by lead cohort: '(LTV_N − eCPL )/eCPL' (or by eCPA if counted before FTD).
Payback: Payback day/month.
6) CPL vs CPA vs RevShare - when to choose what
CPL: need the scale of contacts/subscriptions for CRM, test new sources, build a long funnel. Minus - the risk of "garbage leads," you need strict anti-fraud and filters.
CPA: Pay/receive for FTD is a fast economy, but volume is more expensive and sensitive to UX post-click.
RevShare: NGR share is slow but expensive over distance with good hold.
Hybrids: CPL→CPA a L2FTD bonus, or CPA with a volume/quality premium.
7) Antifraud: risks and protection
Risks
Farm/bots, disposable mail/domain traps.
Number substitution/emulators, "trash can" with low delivery.
Motivated lead (questionnaire reward).
Cookie stuffing/post-back injection.
Protection
Validation of email/SMS, HLR verification, prohibition of disposable domains.
Device/IP profiles, velocity limits, blacklist/greylist.
Trap question in the form of honeypot fields, reCAPTCHA.
S2S signatures and idempotency, error logs.
Test cap and "yellow" segments until the source warms up.
8) Landing and form requirements
All Bonus Terms page: Size, Vager, Term, Games Contribution, Exceptions, Max cashout, optional GEO.
Responsible/18 + and links to GEO help.
Explicit consents (themes/frequencies), one-click unsubscribe.
UX forms: few fields, hints, masks, progress bar, accessibility on mobile, quick render.
Demo/FAQ/KYC guide in one click - increases L2KYC and L2FTD.
Ranges instead of "instantly to all": "output is usually 15 min - 24 h after KYC; depends on the method."
9) Formulas and fast calculations
eCPL = Costs/Approved Leads- CR click→lead = Leads/Clicks
- L2FTD = FTD/eCPA Leads (from CPL) = eCPL/ L2FTD
- ROMI_N = (LTV_N − eCPL )/eCPL (or substitute eCPA for FTD horizon instead of eCPL)
Example: CPL = $6, CR click→lead = 15%, L2FTD = 6%
→ eCPA = $6 / 0. 06 = $100. If the target eCPA ≤ $110 and the LTV_D90 ≥ $150, the model is stable.
10) A/B hypotheses for CPL funnel improvement
Form: single-screen vs step-by-step; field order; autocomplete.
Lead magnet: "Open demo" before/after the form; CTA "View Terms."
Conditions page: card table vs; the date of the update in the header is yes/no.
Route: button from Telegram → bot → LP vs directly LP.
Confirmation: email vs SMS; "soft" reminder vs hard timeout.
Time to send catch-up emails/push (by active GEO clock).
11) Post-lead communications (ethics and efficiency)
Letter/push "on the case": "KYC-checklist," "All conditions on one page," "Check methods of output."
Frequency caps and "quiet hours"; preference center by topic.
No promises of winnings, only information and help.
Routes to demo/FAQ/statuses - L2KYC growth and L2FTD.
12) Frequent mistakes and how to fix
Leading to the main. → Diplinks to target screens: conditions/demo/FAQ/KYC.
Garbage leads. → Contact confirmation, domain filters, trap forms, test cap.
Spam copyright. → Neutral tone, ranges, Responsible/18 +.
No failure reports. → Weekly deviation causes, source/creative cleaning.
Label confusion. → UTM/' sub1-sub5 'pattern and naming convention.
13) 30/60/90 day CPL implementation plan
0-30 days - foundation
Define lead definition (soft/hard), validation window and hold.
Set up tracking: 'click _ id', S2S postbacks, de-duplication, logs.
Prepare compliant LPs/forms: conditions page, Responsible, consent.
Test cap: 100-300 leads/week; dashboards CR, eCPL, contact confirmation.
31-60 days - quality and scale
Pull up post-lead: KYC-FAQ, demo, payment tips → L2KYC/L2FTD growth.
A/B forms/routes; connect email/push reminders with a quiet clock.
Match kapa growth at stable eCPL and low deviation.
61-90 days - economic sustainability
Enter holdout cohorts to evaluate the CRM increment.
Reduce eCPL→eCPA and compare with LTV_D30/D90; if successful, a CPL + CPA hybrid.
Auto-alerts: a surge in deviations, an increase in complaints/unsubscribing, a drop in L2FTD.
14) Compliance and privacy checklist
- Responsible/18 + and GEO help contacts.
- Transparent conditions and last updated date.
- Explicit consents (topics/frequencies), unsubscribe in 1 click.
- Retention of personal data by policy (encryption, lifetime, role access).
- RG exceptions (self-excluded - service messages only).
- Prohibit "win promises," clickbait, and restriction bypasses.
15) Ready-made safe wording (copy)
Headline: 'All bonus terms - on one page'
Subtitle: "Wager, Term, Game Contribution, Exceptions - Example Table"
CTA: "View Terms "/" Open Demo "/" Check Output Methods"
Payments: "Withdrawal: usually 15 min - 24 h after KYC; depends on method"
Caption: "Terms apply 18 + Play responsibly"
CPL in gambling works when the lead is an adult user who has agreed to be informed, and landing and communication are transparent and useful. A strong funnel (terms/demo/FAQ/KYC), tough anti-fraud and metric discipline (eCPL→eCPA→LTV) turn "mass contact collection" into a controlled flow of quality that pays off today and paves the way for CPA/Hybrid/RevShare tomorrow - without clickbait, risks and violations.