Outflink

The tracking pixel fired. The click was real. But somewhere between the landing page and the conversion event the data disappeared. Last quarter we spent a few hours chasing a gap in an attribution chain for a client. Clicks from a major affiliate weren’t matching with conversions in our system. The numbers were off by something close 40%. The issue turned out to be buried in how modern web frameworks encapsulate elements. Shadow DOM specifically. The affiliate’s tracking script couldn’t access elements nested inside these isolated component boundaries. The data was technically there, just hidden behind structures the system wasn’t built to see. This is becoming more common as #igaming operators adopt modern frontend architectures. The frameworks that make sites faster and more maintainable also create invisible barriers for tracking. Analytics tools still expect a flat document structure. Modern component-based sites rarely work that way. Most teams don’t notice until something breaks and someone complains. The paid or social team suddenly sees a campaign underperforms. An affiliate questions their numbers. A conversion rate drops for no obvious reason. By then the decisions being made are based on incomplete data. This isn't difficult to fix once you know what you’re looking for. The challenge is that most marketing teams don’t and many vendors are not checking for it either. Technical architecture choices made by product teams often affect measurement in ways nobody anticipates. The teams building the site and the teams measuring it usually operate in different worlds. The gaps sit quietly in the middle. #dataengineering #marketinganalytics

Measurement isn’t the sexiest topic in iGaming… but it’s the one that decides whether your campaigns win or fail. This week I had a great exchange with Aryeh from Outflink - “Love working with your team, they’re great… Rob’s a star.” And it reflects the reality of the work we’ve been building together. 👉 In iGaming, predictable performance is only possible when operators, agencies and tech partners align around accurate, consistent measurement. That’s exactly what we’ve been developing with Outflink. By connecting our campaign data with actual player value data and enhancing it with their modelling inside Tableau, we’ve created a smarter, shared measurement framework that gives operators what they actually need: - Reliable CAC and LTV modelling - Clear visibility on what’s truly driving value - Scalable campaigns across channels and markets - Faster, more confident strategic decisions And what I appreciate about Outflink is how collaborative the process is. It’s not just data in, data out - it’s joint innovation. Around half the features come from our requests, and half from their own ideas. From rebuilding pacing visualisation, to more flexible tracking structures, to predictive metrics like projected FTDs, spend and months-to-profit across multiple models. This is how measurement should work in iGaming: partners combining strengths to build something more powerful than any of us could build alone. Better data = better decisions = better growth. Everything starts there. #measurement #iGaming #collaboration #dataforstrategy #data #strategy