A qualification baseline (often just "baseline") is the minimum threshold a referred player must reach before an iGaming operator pays the affiliate a CPA. It is usually a minimum first deposit, sometimes combined with a minimum total deposit, wagering amount or number of active days. Players who register and deposit but stay below the baseline earn the affiliate no CPA.
How it works
The operator sets the baseline in the deal terms, and the affiliate platform checks each player against it. Only players who meet every condition within the agreed window, for example 30 days from registration, count as qualified. Baselines exist because a CPA paid on any deposit invites minimum-deposit and bonus-abuse traffic that never becomes profitable.
Typical components (illustrative values):
| Component | Example condition |
|---|---|
| First deposit | FTD of at least $20 |
| Total deposits | $50 within 30 days |
| Wagering | $100 in real-money bets |
| Activity | Bets on 3 separate days |
Example
Example: a sportsbook pays a $150 CPA with a baseline of a $25 FTD plus $100 wagered within 30 days. An affiliate refers 40 depositing players, and 28 meet both conditions. The CPA payout is 28 × $150 = $4,200. The other 12 players earn nothing under the CPA, although in a hybrid deal they would still count toward the RevShare part.
Why it matters
For operators, the baseline is the main lever for protecting CPA budgets against low-value and incentivized traffic. For affiliates, it changes the real value of an offer: a high CPA with a strict baseline can pay less per FTD than a lower CPA with a simple one. Compare offers on qualified players, not FTDs, and confirm the qualification window and whether bonus funds count toward wagering. Platforms that support baselines are compared in iGaming affiliate software.
Gambling advertising is regulated in most markets, so check local rules and responsible-gambling requirements for every geo you promote.
Related: FTD, CPA, hybrid deal, incentivized traffic.