Budget leaks and unstable conversions can ruin any iGaming campaign. This guide from HilltopAds breaks down how to build a profitable Popunder funnel with proper tracking, smart optimization, and scalable setups to maximize ROI.
In iGaming, profitable campaigns are rarely the result of luck. They come from structured testing, clean data, and starting with the right setup from day one.
Every offer behaves differently. GEOs convert at different rates, user behavior shifts quickly, and compliance rules vary from market to market. Unfortunately, there is no “ultimate approach” that will match every single offer existing. However, we suggest you check the baseline that allows you to enter the market more smoothly and understand how your offer really works with the traffic.
That’s exactly what this guide is about.
HilltopAds has been working with iGaming advertisers since 2013, has seen all up and downs in the industry, and deserves to be known as one of the best ad networks for iGaming. Based on our experience, we have outlined some practical rules that help us launch new campaigns with confidence, collect meaningful data, and scale what works without pointing fingers in the sky.
Important: This guide is published for educational purposes. In iGaming, results are never guaranteed (as in digital marketing in general). Every offer requires testing, optimization, and regular adjustments.
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Start with Tracking (Before You Spend a Dollar)
Before launching any iGaming campaign, one step is required: tracking and postback setup.
Need help with postback setup? Visit our Help Center to choose your tracker and follow illustrated step-by-step guides →
Tracking is the foundation of performance marketing. It allows you to highlight places that really generate conversions, understand real acquisition costs, and optimize campaigns based on received data.
Without proper tracking, even high-quality traffic can look unprofitable simply because conversions aren’t attributed correctly. If you plan to optimize and scale, tracking should always come first.
Once postback is set up and a test conversion is successful, you’re ready to go live with your first campaign! Go to your HilltopAds account and navigate to the ‘Manage campaigns section’, then add a new campaign.
Check out our latest article on the best popunder ad network in 2026:
Recommended Ad Format
Popunder (Onclick) is the best format for iGaming offers because it delivers high volume quickly without interrupting the user experience.
- Mobile Popunder (main starting point)
- Desktop Popunder (optional, depending on GEO and offer specifics)
Device behavior patterns vary by market. According to Statista, India or Southeast Asia are mobile-first regions, so desktop traffic often provides limited scale. In most cases, mobile Popunder delivers the strongest combination of volume and stability.
Pricing Model: How to Start Smart
For initial testing, you can choose between 2 variants: CPM or CPA Goal (only if if a postback is properly configured and a target action is defined). Both models work well when data flows correctly.
Traffic Segment & Frequency Cap
At the testing stage, keep it simple. Select All traffic channels
Avoid over-segmentation early on. Let the system collect enough data before applying 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.
Targeting Setup: Go Broad First
To avoid limiting scale and distorting data, start with broad targeting:
| 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) |
Exact targeting works best after performance patterns are visible.
Optimization Strategy That Actually Works
Once traffic is live, we recommend enabling automatic optimization either toward a target eCPA or toward a specific number of conversions per source. Manually exclude underperforming placements and scale sources that show stable conversion rates and user quality.
Keep in mind that optimization is iterative; there is no sense in rushing it. Let the data guide your decisions.
Start launching iGaming campaigns with HilltopAds and get
- Advanced targeting options
- Direct traffic sources
- Self-serve platform
- Fully-managed service
- Postback tracking
Budget & Limits for Meaningful Tests
If you want to collect statistically relevant data, we recommend the following setup:
Daily budget: $75–200 per GEO
Total test budget: $2,000–$5,000 per GEO
Lower budgets often lead to false conclusions and premature optimization.
Also check out our complete guide to popunder traffic in 2026:
Ad Schedule (Optional but Useful)
For certain GEOs, especially mobile traffic, time-based optimization can improve performance. That’s why we recommend pausing traffic from 03:00 to 08:00 (local time)
This helps reduce low-quality night traffic and stabilize eCPA.
Key Takeaways
- Launch with broad settings
- Collect performance data, track everything
- Optimize sources, frequency, and targeting based on received data
- Scale winning combinations and proven sources
This is the foundation of profitable iGaming traffic acquisition.