The Challenge
Fortuna, a leading online betting and casino platform, struggled to optimize online marketing in a heavily regulated gambling market. With no access to user data or interest segmentation, the team needed new ways to attract high-value customers who not only register but also make deposits. The existing strategies – broad acquisition campaigns, and registration-based smart bidding – lacked deposit data.
The Approach
To improve attribution across five countries, Fortuna integrated its Customer Data Platform with Google BigQuery through server-side Google Tag Manager. The new data pipeline transforms First Time Deposit (FTD) data to meet Google Ads requirements and uses email as a primary key for accurate conversion matching.
Partnering with Optimics s.r.o.: The agency facilitated the integration of Fortuna’s Customer Data Platform with Google BigQuery through server-side Google Tag Manager.
The Results
Using FTD data, Fortuna optimized smart bidding and achieved a 98% email-based enhanced conversion match rate. In the first month, the strategy reduced the cost per action (CPA) by 22% and increased conversions by 31%, improving return on ad spend (ROAS). The case shows how first-party data and analytics help regulated industries acquire high-value customers and drive sustainable growth.
98 % Email-based enhanced conversion match rate
22 % Lower CPA for the first-time depositors
31 % Higher conversion rate for the first-time depositors
“We achieved a 22% lower CPA and a 31% higher conversion rate with 25% less budget and almost the same number of FTDs. These brought us a 125% higher conversion rate and a 16% lower CPA than the average of non-brand search campaigns.”
