Baseline and KPIs in affiliate offers: what to check before launch

Baseline and KPIs in an offer describe what traffic has to look like to be paid in full. KPIs are measurable traffic-quality indicators, and a baseline is an agreed minimum threshold, such as a specific player's deposit. If these terms are vague, a dispute after launch is almost certain, so check them before the first click.

What a baseline is#

The JUS Terms and Conditions (clause 3.3) put it this way: "Baseline means an expressly agreed minimum threshold, such as a specific player's deposit or confirmed action volume for a period."

In practice a baseline may look like this:

• a player's first deposit is at least the agreed amount;

• a player's total deposits in the first days after sign-up reach a threshold;

• the number of approved actions per week or month is at least the agreed volume.

A baseline is often confused with FTD qualification. The difference: qualification decides whether a particular FTD counts, while a baseline can cover the player after the deposit or the whole volume for a period.

Common KPIs#

KPIs show how close the traffic is to what the operator is willing to pay for. Offers most often use:

• the share of players who deposit again;

• activity after the deposit: the number of bets or playing days in a period;

• the average deposit;

• the share of rejected actions and signs of fraud;

• the ratio of sign-ups to deposits.

The exact set is defined by the offer. The same indicator can be calculated differently by different operators, so a name alone is not enough.

What the offer must define#

Under the same Terms (clause 3.3), the offer must define five things for every KPI and baseline. They are easiest to keep in view as a table.

The example figures are illustrative. What matters is completeness: if any row is missing, the condition is hard to verify.

What happens if traffic misses the baseline or KPIs#

The consequence has to be named in advance. The JUS Terms list the options: exclusion of a particular action, a rate reduction, deferred settlement or another agreed result.

The same clause adds two important points:

• a baseline does not automatically mean forfeiture of all commission for the period;

• an indicator or consequence not agreed before launch cannot on its own justify reducing payment for traffic already sent.

One more detail from clauses 3.4 and 3.5: changes to rates, KPIs and caps take effect after confirmation in the dashboard or by email, and an ordinary rate or KPI change applies no earlier than the next business day after notice.

How to check the terms before launch#

1. Does the offer have KPIs or a baseline at all? If not, ask for that in writing.

2. For each indicator: unit, formula, data source, period, consequence.

3. How is the indicator calculated for a partial period?

4. Where in the dashboard can you see the current KPI value?

5. What happens to already approved actions if the KPIs change?

6. How can you dispute a calculation, and what data do you need?

The other preparation steps are in the first launch checklist.

Common questions#

Are baseline and KPIs the same thing?

No. KPIs are traffic-quality indicators, and there can be several. A baseline is one specific minimum threshold, below which an agreed consequence applies.

Can KPIs change after launch?

They can, but changes must be confirmed in the dashboard or by email and apply to traffic sent after the notice. Traffic already sent is assessed under the terms in force when it was sent.

If a KPI is missed, is nothing paid?

Not necessarily. The consequence is written into the offer in advance: it may be the exclusion of particular actions or a lower rate rather than the loss of all commission.

Want to go through the KPIs of a specific offer before launch? Sign up and your manager will set out the terms point by point.