Baseline and KPIs describe what traffic needs to look like to qualify for an agreed payout. KPIs are measurable traffic-quality indicators; a baseline is a minimum threshold. Clear definitions before launch make results easier to review and help avoid disputes later.
What a baseline is#
A baseline is an explicitly agreed minimum threshold. Depending on the offer, it can apply to one player's deposit, their activity over a period, or the number of confirmed actions in a traffic cohort.
FTD qualification and a baseline are not always the same thing. Qualification determines whether a first deposit counts as a target action. A baseline may also cover what happens after that deposit, or the overall volume for a period.
- A first deposit meets an agreed minimum amount.
- A player's total deposits within a defined period reach a threshold.
- Approved actions meet an agreed weekly or monthly volume.
Common KPIs#
An operator may use several indicators to assess traffic quality. The exact set depends on the product, source and offer. Two operators can use the same KPI name but different formulas.
- The share of players who make a repeat deposit.
- Activity after deposit: bets placed or active playing days.
- Average deposit value.
- Rejected actions and indicators of fraudulent traffic.
- The ratio of registrations to first deposits.
What the offer must define#
Before launching, ask for these five details for each KPI or baseline. The examples below are illustrative, not Dawg Partners offer terms.
| What to define | Question to ask | Illustrative answer |
|---|---|---|
| Measurement unit | What exactly is measured? | Players with a repeat deposit |
| Formula | How is it calculated? | Players with 2+ deposits ÷ all FTDs |
| Data source | Whose data is used? | The operator's reconciliation report |
| Period | Over what time frame? | 30 days from the first deposit |
| Consequence | What if the target is missed? | An individually agreed rate adjustment |
What happens if traffic misses a target#
The consequence should be documented before traffic is sent. Depending on the agreed offer, this might mean reviewing particular actions, adjusting a rate, or deferring settlement while a result is checked. Missing a KPI does not, by itself, tell you what will be paid.
Ask how changes are confirmed, when they take effect and which traffic they apply to. Do not assume a rule from another network or brand applies to your offer. Keep a copy of the agreed terms and any subsequent confirmations.
How to check the terms before launch#
- Confirm whether the offer has KPIs or a baseline, in writing.
- Record the unit, formula, data source, period and consequence for every indicator.
- Ask how partial periods and small cohorts are assessed.
- Confirm where you can see current values and reconciliation data.
- Clarify how changed terms affect actions already sent or approved.
- Agree how to challenge a calculation and what evidence is needed.
Common questions#
Are baseline and KPIs the same thing? No. A KPI measures performance or traffic quality; a baseline sets a particular minimum threshold.
Can KPIs change after launch? Check the offer's change process. Ask for written confirmation of the new definition, effective date and affected traffic.
If a KPI is missed, is nothing paid? Not necessarily. The consequence depends on the terms agreed for that offer. Ask your manager to explain it with a worked example.
Clear terms. Confident launches.
Want to discuss the details of a specific offer? Talk to the Dawg Partners team before your next test.
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