CPA and RevShare are considered the two main remuneration schemes for attracting users in traffic arbitrage. The models differ in terms of payment structure, speed of receiving money, and long-term prospects. And the question, ‘Which one should I choose?’ is not so simple. There is no universal answer – it all depends on the product, niche, traffic quality, and the arbitrageur's personal strategy. In this article, we will examine the differences between the models, the pros and cons behind the attractive figures in the offers, and the situations in which each of them can truly generate maximum revenue.
CPA (Cost Per Action) is a payment model in arbitrage, where the webmaster receives a fixed amount for a specific action performed by the user. In gambling and betting, this is most often registration and making the first deposit (FTD).
CPA is a quick way to monetise traffic. You bring in a user, they perform the desired action, and the affiliate programme pays a fixed amount. The payment does not depend on how long-term the customer turns out to be or how much money they will bring to the project in the future.
The most important aspect of the CPA model is the fulfilment of the advertiser's KPIs (key performance indicators). The advertiser can set conditions in advance that players must fulfil after completing the target action. For example, after the first deposit, all attracted users are required to make a second deposit within two reporting periods. To understand whether the traffic meets the KPI, a test cap is used – a certain volume of attracted audience, after which the webmaster is required to stop the flow and wait for the leads to be verified by the offer representative.
The main advantages of the CPA model:
The main disadvantages of the CPA model:
Let's imagine a classic situation in gambling: an affiliate offers a CPA of $100 for FTD (first deposit). Conditions: the user must register and deposit at least $20 into their account.
You launch a campaign and attract 15 players who meet the conditions. The calculation is simple: 15 players × £100 = £1,500 in payments.
The further activity of these players is no longer your headache. Even if someone made a deposit once and disappeared, you still received your amount.
RevShare (Revenue Share) is a model in which the webmaster receives a percentage of the net profit that the player brings to the casino throughout their activity. Simply put: you bring in a user, they play, make deposits, lose, generate turnover – and a portion of the income is regularly paid to you.
Unlike CPA, where you receive a one-time payment for FTD, RevShare turns every active player into a long-term source of income. Earnings can continue for months as long as the person continues to make deposits and play.
Affiliates usually offer 20% RevShare, but the rate can increase depending on the quality of traffic, retention rate, and consistency of results. With high-end brands, the percentage can grow gradually: the more players you bring in and the better they perform, the higher your share will be.
Advantages of RevShare:
Disadvantages of RevShare:
Let's say an affiliate programme offers you 40% RevShare. You bring in a player who makes a £100 deposit, starts playing actively and generates £300 NGR (Net Gaming Revenue) in a week – this is the casino's net profit after all write-offs.
Now let's calculate: £300 NGR × 40% = £120 of your income.
But the most interesting part comes next. If this player continues to play tomorrow, returns in a week, makes new deposits and generates turnover, you will receive a percentage each time. And without any additional traffic.
This is the power of RevShare: one high-quality player can bring you tens or hundreds of pounds a month, and a few dozen good players can turn into a steady stream of money that is not directly linked to your daily advertising expenses.
| Criteria | CPA | RevShare |
|---|---|---|
| When payment is made | Almost immediately after the player's target action | Gradually, as the player becomes active and makes deposits |
| Payment type | Fixed amount per action | Percentage of the revenue generated by the player |
| Predictability of profit | Easy to calculate return on investment | Depends on the long-term activity of players |
| Availability of KPIs/holds/caps | Often, there are KPIs, holds, basic requirements | Usually, there are no KPIs or caps, traffic can be poured without restrictions |
| Risks | Minimal, the result is known in advance | Dependence on player behaviour and affiliate conditions |
| Earning potential | Limited by the size of the fixed payment | Can be very high if the player is active |
| Payback | Fast, almost instantaneous | Long, can take months |
| Who it is suitable for | For those who want stability and fast payments | For those who are building a long-term strategy and are willing to wait |
Which model to choose: CPA or RevShare
RevShare or CPA, which is better? The question should be phrased as follows: which model is best suited to your strategy, budget, traffic source, and working style? Both schemes are effective, and the difference lies mainly in the payment terms.
If you are pouring paid traffic, working through advertising purchases, used to quickly calculate ROI and make decisions, then CPA is your choice. This model provides instant feedback: it is clear what works and what does not, you can quickly scale up or stop just as quickly. For teams with expenses for creatives, buyers, programmers, or anti-detection infrastructure, CPA is a safe and predictable option where long waits are simply unprofitable.
RevShare is a completely different philosophy. It's a story about the long haul, about ‘growing’ players and creating passive cash flow. If you have a website, Telegram channel, content resource, or any other source of loyal audience, RevShare will allow you to turn even small traffic into a stable monthly income. The same applies to those who know how to get free or conditionally free traffic – in such conditions,
RevShare reveals its full potential. But launching expensive advertising campaigns exclusively for RevShare is almost always a losing strategy. Income is generated slowly, and the return on investment may come in six months or later.
You can work in two directions at once: CPA and RevShare. This is a commonplace risk diversification, but it really saves the day. Imagine: another Google update has been released, and your SEO traffic has gone up in smoke. If you only had RevShare sources, your income could drop to zero. But CPA from Facebook or other sources will continue to bring in money. And vice versa: when social networks are in turmoil, your ‘long-term’ players on RevShare continue to generate profits. Dividing traffic between models allows you to feel much more confident in any turbulence.
And most importantly, always check the terms and conditions with your manager in detail. Don't be lazy to ask literally everything: how long players live, what indicators are considered normal, how RevShare is calculated, whether the terms change with an increase in volume or activity. RevShare is difficult to predict at the start, and the first few months are often in the red – this is a normal stage. But to avoid unpleasant surprises, it is better to discuss all controversial issues in advance. This saves nerves, money and time.

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