In performance marketing — and especially in the iGaming space — data isn’t just important, it’s operational fuel. From real-time optimization to campaign automation, tracking platforms now sit at the core of every growth strategy.
To dig into how smart tracking really works (and why it’s evolving fast), we spoke with Kamila Luksza-Szpyt, Director at Voluum, a performance platform used by affiliates, operators, and traffic buyers around the world.
From automation and postbacks to Halloween parties and platform integrations — here's what she had to say.
Tatiana: Kamila, can you start by introducing yourself and sharing how Voluum came to life?
Kamila: Of course! I'm Kamila, Director at Voluum. I've been in the digital marketing space for almost eight years, focusing on marketing and business development. I lead the Voluum teams and work closely with affiliates, operators, traffic sources, and other industry partners.
Voluum itself was created almost a decade ago by Robert — an affiliate who saw a clear gap in the market. At the time, there was no advanced tracking solution tailored to the needs of performance marketers. That’s how Voluum started — as a platform built by affiliates, for affiliates.
We're now a team based mostly in Krakow, Poland, and we come from a variety of backgrounds: development, data analytics, digital marketing, sales, and customer support. What unites us is a shared goal of making data-driven growth easier and more accessible.
Tatiana: Do you have any fun company traditions?
Kamila: Definitely! We’re big on Halloween — our office party always gets competitive when it comes to costumes. We also do team breakfasts every Friday. It’s a simple tradition, but a great way for everyone to catch up and stay connected.
Tatiana: Sounds like a great team culture! Let’s switch gears a bit — when it comes to performance, how important is real-time data in iGaming?
Kamila: It plays a huge role. Real-time data is essential in iGaming because it allows both affiliates and operators to respond immediately. Whether it’s adjusting a campaign, reallocating spend, or switching out creatives — fast decisions drive better performance. Real-time reporting helps you target the right audience, improve conversion rates, and ultimately maximize your ROI.
Tatiana: Let’s dig into the tech: how are postbacks changing the game for operators?
Kamila: Postbacks allow seamless data exchange between platforms. They enable real-time conversion tracking, which gives operators a clearer view of the customer journey. With that insight, it becomes much easier to optimize campaigns and improve ROI — all without relying on cookies. It’s clean, efficient, and future-proof.
Tatiana: Some say performance trackers aren't yet the norm in iGaming. Do you agree?
Kamila: Yes — and that’s starting to change. Historically, media buying wasn’t very common in iGaming. The standard answer to most problems was, “Hire more affiliates.” New brand? Hire affiliates. Low deposits? Hire affiliates.
There was also a strong belief that SEO traffic brought more engaged players, while paid traffic was seen as less valuable. This mindset kept many operators from trying different acquisition channels — and as a result, from adopting tracking tools.
But recent changes, like last year’s Google SEO update, are forcing companies to rethink their strategies. More and more are turning to media buying — and platforms like AdOperator — to reach quality users at scale. Which makes real-time tracking more relevant than ever.
Tatiana: So how is Voluum helping these operators evolve?
Kamila: We give them access to something they never had: real-time, detailed insights into their entire funnel. With Voluum, operators and affiliates can track every user interaction — from sign-up to first-time deposit — in real time.
We support multiple integration methods: postback URLs, pixel tracking, APIs, and templates. And since there are no cookies involved, it’s also compliant by design.
Tatiana: What features in Voluum do you personally find most impactful?
Kamila: My favorites are:
Automatic split testing — great for finding top-performing offers and landing pages quickly
Rule-based paths — route traffic based on user behavior or campaign conditions
Auto-rules — let clients set custom KPIs and automate optimization, even while offline
These tools save time and boost results — it’s a win-win.
Tatiana: Any real-world examples of success?
Kamila: Yes, several! One that comes to mind is MaxBet, an iGaming operator that saw a 25% year-over-year increase in registrations and FTDs after consolidating their data with Voluum.
Another client, Growe, reduced their workload by 25% by streamlining tracking and reporting. We also work with affiliate companies like Gentoo Media, who doubled their results using Voluum’s advanced optimization and analytics tools.
Tatiana: From your perspective, why do affiliates choose tracking platforms?
Kamila: Because they need visibility. Real-time insights help them see what’s working and what’s not. On top of that, performance trackers offer fraud detection, conversion reporting, and accurate commission tracking — all critical for scaling profitably.
Tatiana: And what about operators? Why would they use Voluum on top of platforms like NetRefer or Affilka?
Kamila: Those affiliate management platforms are great at what they do — managing partnerships. But they weren’t built for media buying.
They can’t provide the depth, speed, or flexibility that performance marketers need. That’s where Voluum comes in — we give operators real analytics power to manage paid traffic efficiently.
Tatiana: Where is the iGaming industry heading — and what role will Voluum play?
Kamila: The industry is shifting fast. Regulation is tightening, and transparency is more important than ever. This is pushing operators to diversify their traffic sources and prioritize accurate tracking.
I believe Voluum is perfectly positioned to help — by providing powerful, transparent, and automated solutions that meet both business and compliance needs.
Tatiana: One last question — How well do the AdOperator and Voluum platforms work together in practice?
Kamila: Very well! AdOperator is a great traffic source, and we already recommend it to our clients. Thanks to the API integration between our platforms, everything runs smoothly.
Our shared users can sync data, apply custom auto-rules, and use Voluum’s optimization tools directly on AdOperator traffic — which helps them manage campaigns more efficiently and achieve better results.
Final thoughts
Tatiana: Kamila, thanks for the insights — and for giving us a behind-the-scenes look at how Voluum is helping shape the future of tracking.
If you work in iGaming or affiliate marketing and you’re ready to scale smarter — the combination of Voluum and AdOperator might just be the performance upgrade you’ve been waiting for.
