Beyond FTDs: What Modern Affiliate Programs Need to Win

In the Season 27 opener of The Affiliate Marketing Podcast, Lee-Ann is joined by Trackdesk Sales Director Sandesh Gunjal to discuss which iGaming affiliate metrics matter beyond first-time deposits (FTDs). They explore how reliable tracking and real-time reporting on betting activity, player lifetime value, and revenue can help affiliates assess traffic quality and build trust with operators.

Sandesh also explains where AI can support affiliate management, when human judgment matters, and how operators can choose technology that helps their programs scale across brands and markets.

Key Talking Points on Tracking, Trust, and Growth Beyond FTDs

• What reliable tracking actually means in iGaming
• Why operators need to look beyond FTDs
• How real-time data can help affiliates improve traffic quality
• The importance of postback integrations and accurate reporting
• Why AI should assist decision-making rather than replace human review
• The biggest mistakes brands make when scaling affiliate programs
• Why manual spreadsheets and outdated tracking can limit growth
• How operators can manage multi-brand and multi-market programs
• What to consider when choosing a technology partner
• Why affiliate programs should be built with long-term growth in mind

1. Why Affiliate Trust Matters to iGaming Operators 

Trust is one of the central themes of the conversation.

Sandesh explains that operators should not approach affiliate programs simply as a way to acquire traffic or FTDs. Instead, the focus should be on building quality, trustworthy relationships that can continue over the long term.

When these relationships are properly developed and maintained, affiliates are more likely to stay with a program and contribute to its growth.

2. Why Postbacks Matter for iGaming Affiliate Tracking Beyond FTDs

In iGaming, tracking is more complicated than simply recording a sale or conversion.

Sandesh highlights the different layers that operators need to connect, including registrations, FTDs, player account management systems, attribution models and commercial agreements such as CPA, RevShare and hybrid deals.

Postback integration is particularly important because the system needs to continuously communicate accurate information back to the affiliate.

If reporting becomes inaccurate or stops communicating properly, the impact can quickly extend beyond technology and into the affiliate relationship.

For Sandesh, reporting needs to be clean, clear and real time, with the relevant information reflected accurately.

3. iGaming Affiliate Metrics to Track Beyond FTDs 

FTDs remain an important metric, but Sandesh argues that operators should not treat affiliates simply as a source of first-time depositors.

There are other metrics that can help affiliates understand the quality and value of their traffic, including: Bets, Spend, Losses, LTV and Total revenue generated.

While sensitive information such as customer IDs, IP addresses and user agents can remain protected, Sandesh believes affiliates should have access to the performance information they need to optimise their traffic.

This allows affiliates to make better decisions about where to invest their resources, whether that means SEO, paid channels, websites, comparison platforms or AEO.

Better information can ultimately help affiliates improve the quality of the traffic they deliver.

4. Where AI Helps in Affiliate Program Management 

AI is already becoming part of affiliate technology, and Sandesh sees clear opportunities for automation and optimisation. He highlights AI-assisted workflows for performance summaries, AI agents for analysis, and tools that can help identify suspicious activity, fraudulent conversions and other issues.

However, Sandesh makes an important distinction: AI should help people make decisions faster, rather than making sensitive decisions on their behalf. He specifically cautions against relying on AI to make final compliance, legal, payment or affiliate approval decisions.

The future, in his view, is about combining AI capabilities with experienced people who can carry out the final review.

5. Choosing Technology to Scale iGaming Affiliate Programs 

One of the biggest challenges for operators is making sure their technology can support the growth of their affiliate program.

Sandesh highlights several common mistakes, including unclear acquisition strategies, poor allocation of budgets and continued reliance on manual spreadsheets and basic tracking.

As programs grow from a small number of affiliates to thousands of partners across multiple brands and markets, these processes can become increasingly difficult to manage.

Technology should therefore reduce operational work rather than create more of it.

When choosing a technology partner, Sandesh recommends looking beyond the product itself and considering factors such as the company’s roadmap, infrastructure, team, certifications, data protection, investors and long-term vision.

The key is to choose infrastructure that supports future growth rather than limiting it.

What You’ll Learn From Sandesh Gunjal 

• Why affiliate trust is becoming increasingly important
• What reliable tracking looks like in a complex iGaming environment
• Why FTDs are only one part of affiliate performance
• How AI can improve affiliate management and reporting
• Why human review remains essential for sensitive decisions
• The mistakes operators make when scaling affiliate programs
• Why manual tracking can become a barrier to growth
• Why long-term planning is essential when building an affiliate program

Episode Timestamps 

02:00 – Why trust is becoming a scarce commodity
05:15 – How inaccurate reporting impacts affiliate relationships
07:35 – Why operators need to look beyond FTDs
12:10 – What happens when affiliate and operator data don’t match
16:40 – AI for automation, optimisation and analysis
20:10 – How AI and AEO are changing the industry
24:33 – Why outdated technology can hold affiliate teams back
33:10 – Practical advice for operators starting or rebuilding programs
35:40 – Why affiliate programs need a long-term perspective

Listen to the Full Episode With Sandesh Gunjal 

Building a successful affiliate program requires more than acquiring traffic and tracking FTDs. In this episode Sandesh Gunjal explains how strong infrastructure, accurate data, transparent reporting and long-term relationships all play a role in creating sustainable affiliate growth.

Listen to the full episode to learn how trust, data and technology are shaping the next generation of affiliate programs. Moreover, see how operators can use tracking and technology to give affiliates better insight, improve program management and prepare their infrastructure for future growth. For more information on Trackdesk, visit their website HERE.

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