How to get started iGaming campaigns using popunder traffic
To run profitable iGaming campaigns, you need structured testing, accurate tracking, and steady optimization. There is no single setup that fits every offer or region. Still, starting with a clear plan helps you enter new markets and measure real results before scaling up.
Important: This guide is for informational use. Results in iGaming (like in all digital marketing) will depend on how well you test, optimize, and adjust your campaigns.
Before launching any iGaming campaign, it is highly recommended to configure conversion tracking. If you set up postback, you'll be able to attribute conversions correctly, measure acquisition costs, and optimize your campaigns based on real performance data.
If you do not set up tracking, your campaigns might look unprofitable because of wrong attribution. If you are unsure which tracking platform to use, check the Conversion Tracking section in our Help Center:
https://hilltopads.com/advertisers-help/en/collections/8981570-conversion-tracking
After you set up postback and receive a test conversion, you can move on to setting up your campaign.
1. Create a campaign
Go to your HilltopAds account → Manage Campaigns → Add New Campaign
2. Choose a format
Primary Format: Popunder (Onclick)
Popunder traffic is widely used for iGaming because it brings in a lot of users fast. It works well in many regions and does not interrupt the main browsing experience.
Recommended starting setup:
Mobile Popunder (primary)
Desktop Popunder (optional, depending on GEO and offer)
Mobile traffic is generally dominant in regions such as Southeast Asia and India. Desktop scale may vary depending on the market. Before launching a campaign, review relevant market research to understand whether your target audience uses desktop devices or if focusing on mobile traffic only is more appropriate.
3. Pricing Model
For your first tests, choose either CPM or CPA Goal. If you pick CPA Goal, you need to have postback set up.
Both models can work effectively when tracking is set up correctly.
4. Traffic Segment & Frequency Cap
At the testing stage select All traffic channels, avoid splitting your audience too much.
Let the system gather enough data before you add any restrictions.
Frequency Cap (Recommended Starting Values)
Tier 1–2 GEOs: 1/24 or 1/12
Tier 3 GEOs (especially Asia): 2/12, 3/12, or 4/12
Frequency caps should be adjusted later based on user saturation and conversion stability.
5. Targeting Setup: Start Broad
When you start testing, use broad targeting so you do not limit your reach.
GEO | one country per campaign. Based on current traffic activity across the HilltopAds network, these GEOs consistently deliver scalable iGaming volume: ID, PH, BD, ZA, TH, US, IN, AZ, TR, UZ * |
Browsers | no strict limits (Chrome, Safari, Samsung Browser) |
Language | Local GEO language |
Devices / OS | default |
Proxy / WebView filters | default (unless restricted by the offer) |
Apply precise targeting only after performance patterns become visible.
Keep in mind that GEO availability and traffic volume can change over time. Always test performance with set budgets before scaling up.
6. Optimization Strategy
Here is how we suggest you manage live campaigns:
1) Enable automatic optimization (target eCPA or conversions per source)
2) Monitor placements (ad zones)
3) Remove sources that do not perform well, push traffic from sources with steady conversions, or set up auto-optimization rules.
Optimization should be gradual. Allow sufficient data before making major adjustments.
7. Budget Recommendations for Testing
To get enough data for reliable results:
Daily budget: $75–200 per GEO
Total test budget: $2,000–$5,000 per GEO
If your budget is too low, you might not get enough data and could make changes too soon.
8. Ad Scheduling (Optional)
In some regions, especially where mobile use is high, adjusting your ads by time of day can help improve results. Common recommendation:
Pause traffic between 03:00–08:00 (local time)
This can help cut down on low-quality traffic at night and keep your eCPA steady.