NorthStar Gaming

Industry: Online Gaming / iGaming
Location: Canada
Campaign: Google Performance Max
Objective: Measure player registration volume and acquisition cost.
Website: https://www.northstargaming.ca/

CONTEXT

NorthStar Gaming operates in Canada's competitive iGaming market, where campaign performance needs to be evaluated beyond impressions and clicks. During this 30-day campaign, the primary focus was on measuring completed player registrations and understanding the cost associated with acquiring each registration. The goal was to assess how effectively paid traffic translated into measurable registration activity.

CHALLENGE

The main challenge was understanding the relationship between traffic volume and completed registrations. Generating clicks and impressions alone does not show whether a campaign is meeting its business objectives. Registration volume, click-to-sign-up conversion rate, and cost per sign-up therefore served as the main indicators for reviewing the reported campaign performance.

APPROACH

The campaign used Google Performance Max, with ongoing management focused on audience insights, creative asset performance, bidding adjustments, budget allocation, and geographic performance. These areas were reviewed to understand how the campaign was delivering traffic and how that activity translated into registrations.

We also considered the relationship between campaign delivery and conversion data, using the reported registration metrics to evaluate performance rather than relying on impressions or clicks in isolation. This provided a clearer view of the campaign's acquisition costs and overall delivery during the reporting period.

 RESULTS

Within 30 days, the campaign generated approximately 600.12K impressions and 12.3K clicks, resulting in 1,540 player registrations. The reported click-to-sign-up conversion rate was 12.52%, with an average cost per sign-up of $10.63.

These figures provide a clear snapshot of campaign delivery, registration activity, and acquisition efficiency over the 30-day period. Together, they establish a measurable baseline for evaluating the relationship between advertising traffic and completed registrations.

KEY TAKEAWAY

The main takeaway is the importance of evaluating campaign performance through meaningful conversion metrics rather than traffic volume alone. By reviewing impressions, clicks, registrations, conversion rate, and cost per sign-up together, the campaign report provides a more complete view of acquisition performance and makes the results easier to assess against the original objective.