What Is a Baseline in Affiliate Marketing

New webmasters are unfamiliar with a number of terms in affiliate marketing, particularly in the iGaming industry. As a result, while evaluating offer terms, sometimes newbies lack a clear understanding of them. Today, together with 888STARZ Partners, we’ll break down what baseline exactly means and why it is important for affiliate and digital marketing!

What is baseline in affiliate marketing: definition and role

Baseline refers to the amount that a player must deposit in order to be considered active. As a result, it allows the webmaster to receive a reward from the affiliate program or advertiser. 

For example: the baseline is $50. This means that the bookmaker or casino player should deposit a total of $50. This requirement should be achieved not necessarily in one go — the baseline can be reached through multiple deposits. The important thing is that the total amount specified by the CPA network or advertiser is met. Only in this case will the webmaster receive payment for bringing the client.

Baseline is one of the only few metrics in affiliate and digital marketing that are provided to webmasters, and included in the key performance indicators (KPIs). This makes it necessary to examine and track the impact of the baseline on profitability.

A person new to affiliate marketing may have a valid question: why is a baseline necessary if there is already a minimum deposit requirement? The difference is significant — a baseline allows affiliate programs to filter payments and avoid unnecessary expenses by not paying out for just anyone.

For example, a minimum deposit of $5 may seem like a sufficient KPI, but it can be misleading. With such low deposit requirements for offers, webmasters usually attract leads who deposit only small amounts. Furthermore, this category of players may only want to try out the platform and might not remain active or make another deposit in future.

If, alongside the minimum deposit, a higher baseline is set, say $30, the webmasters will start to attract leads who are more willing to make substantial deposits. These players are likely more engaged and have the intention to deposit on a regular basis. Moreover, such an audience is more likely to stay active for a long time.

In this way, casino operators and advertisers focus on retaining higher-value players and increasing their deposits, rather than simply chasing a large number of minimum deposits. From this perspective, the baseline marketing helps filter out low-quality traffic and motivates webmasters to attract more serious customers, who are supposed to generate long-term profit.

Baseline: size and types

The size of the baseline can vary depending on the advertising business model and the profitability metrics of the traffic for a specific offer. Affiliate marketing distinguishes two types of baselines: hard and cumulative. In the first case, the full amount must be deposited at once (similar to a minimum deposit). In the second case, the player can make multiple deposits over a certain period. Now, let’s take a closer look at each type.

Hard baseline

With a hard baseline, the player must deposit the entire required amount upfront, without the option to break it down into smaller parts. These conditions are typically found in higher-stakes offers, making it more challenging for players to meet the threshold. Key features include:

• Higher deposit amounts;
• Lower conversion rates;
• Single payment acknowledgment.

Example: If an offer specifies a baseline of $30, the affiliate will only receive payment for the referred player if they deposit exactly $30 (in one transaction). If the first deposit is less than it, or if the player makes multiple smaller deposits, the betting platform or online casino will not count the conversion. This will happen even if a player continues making deposits and later accumulates the required amount of money.

Cumulative baseline

With a cumulative baseline, the conditions are more flexible. Players can deposit the required amount in multiple parts until they reach the limit, which was set by the advertiser. This format has its own features:

• Lower stakes;
• Easier to achieve;
• Player deposits accumulate.

For instance, if the cumulative baseline is set at $30, a player could start with a deposit of $20 and later add another $10. In this case, the conversion would still be counted.

In reality, hard baselines are more typically found in offers aimed at casinos or betting companies targeting VIP players or high-stakes environments, where larger deposits are expected. Conversely, softer baselines are often used in offers aimed at mass player acquisition, where it’s important to attract a larger number of users and lower the entry threshold.

Tips for passing the baseline

To attract players who will deposit enough to meet the baseline requirements, follow next recommendations:

1. Analyze offers’ terms:
   If the rates are higher than average, don’t rush to run all your traffic there. It’s crucial to study the offer’s terms and its KPIs. Working with more flexible requirements is often more profitable than dealing with excessive rates.
2. Avoid mentioning minimum deposit in creatives:
   While this data might boost registration numbers, it can hurt the quality of traffic. Instead, focus on appealing bonuses like free spins or free bets, which are more attractive to players and don’t lower the deposit threshold.
3. Focus on retention:
   Re-deposits play an important role in increasing profits. Use retention tools like push notifications, social media and email campaigns to bring players back to the platform.

A key piece of advice for newcomers in affiliate marketing is not to hesitate to ask questions about the offer. Affiliate networks managers are typically willing to help, so be sure to clarify next:

1. What is the minimum deposit for this offer?
2. What payment methods are supported?
3. Is there a baseline, and if so, what is it?

By following these tips, you can increase your chances of meeting the baseline and start generating profits!

Conclusion

In many arbitrage teams and affiliate programs, the term baseline (BL) is commonly understood as the first conversion: the first deposit or the first purchase. This approach makes sense when evaluating initial traffic, but in the long run it doesn’t always reflect a player’s true value. In our affiliate program, we’ve moved away from this definition.

Anyways, now you understand what a baseline is in affiliate marketing and how this metric affects Gambling and Betting offers. It helps evaluate the quality of your traffic (e.g. the players you bring in) on a deeper level.

If you’re looking for profitable iGaming offers with fair payouts, reach out to the 888STARZ Partners team. We prioritize transparency in traffic management and are fully committed to player retention!