Recently we interviewed Darren Wasserman from Cape Media, an affiliate marketing agency based in South Africa who operate in the regulated US sports betting market. Darren shared his experience with Routy and how implementing Routy, a business intelligence tool into their business changed the way they manage their data and efficiency enabling their affiliate business to scale.
Read on to discover how Routy helps affiliates like Cape Media leverage their data and business intelligence to optimise campaigns and deliver better results.
RA: Darren, tell us about CapeMedia.io and what you do as an affiliate business.
DW (CapeMedia.io): Cape Media is focused on the U.S. regulated casino and sports betting markets. Over the years, we’ve expanded beyond traditional affiliate sports betting and casino coverage to a broader monetization of sports fans. We provide game previews, predictions, and direct users to betting platforms like BetMGM and FanDuel. But we also connect fans to ticket sales, game merchandise, and streaming services through ESPN+, Max, and Prime Video. We aim to create a full-spectrum sports engagement experience for our customers.
RA: What was the biggest challenge you faced before having access to Routy.app?
DW (CapeMedia.io): Without a doubt—tracking. We needed a robust solution to properly track and attribute conversions, ensuring we were making data-driven decisions.
RA: How did you first come across Routy.app, and what made you decide to then use it in your business?
DW (CapeMedia.io): We were fortunate to meet Haim and Michael from Routy, early on in our journey and what stood out – was their approach to business intelligence and data analytics. With their previous affiliate expertise they knew the challenges we were facing and were able to help build and install Routy to solve these challenges for us. It wasn’t just another tracking tool; it felt like they became part of our internal team. We needed a flexible solution, and Routy adapted to our business instead of us having to adjust to a rigid platform. Their ability to tailor solutions was key to our decision.
RA: What are the core features of Routy that you use daily? How has it changed your affiliate business operations?
DW (CapeMedia.io): The biggest game-changer has been its flexibility. Many operators don’t allow click-level tracking, but for those that do, Routy integrates seamlessly. Whether through APIs, post-backs, or other methods, we can track every interaction down to the user level.
This means we can analyze data per article, per user, per click, and optimize accordingly. Timing articles based on when conversions are highest, tracking user journeys from first click to final deposit—this level of insight is invaluable. Additionally, Routy helps us bring conversion data back into platforms like Google Ads, allowing us to optimize paid campaigns much more efficiently.
RA: You mentioned that Routy allows you to operate almost like a mini affiliate network. Can you elaborate on that?
DW (CapeMedia.io): Absolutely. We work with many publishers, traffic drivers and channel partners, not just our own SEO traffic, so we need to report back to them. Routy essentially creates a sub-affiliate reporting system for us. Instead of manually sending reports, we can now provide our partners with direct access to a customized dashboard within Routy. This saves an enormous amount of time—before, reporting to all our publishers was a full-time job for one person. Now, it’s automated. Partners log in, see their data, and generate reports without our intervention. That’s a level of efficiency that would otherwise cost us significant manpower.
RA: That’s a major operational shift. How much time and cost savings have you seen?
DW (CapeMedia.io): We estimate that using Routy has saved us the equivalent of one full-time employee’s work in reporting and administration costs alone. The base package is very affordable for affiliates starting out and paid monthly as a subscription fee, which is nothing when compared to the cost of manually managing all this data. More than just cost savings, it’s about eliminating errors and ensuring we’re always working with real-time, accurate information in our business.
RA: How does Routy help with operator-specific tracking challenges?
DW (CapeMedia.io): Yes, some brands’ affiliate reporting is outdated and often incomplete. We have to manually import data to ensure accuracy. The beauty of Routy is that even if we have to manually upload conversion data, the system still allows us to link it back to our digital footprint.That means we’re never working blind—we can match click IDs, track user journeys, and ensure that even manually inputted data integrates into our analytics. Most platforms wouldn’t allow this level of customization.
RA: You also touched on webhooks—how has this impacted your workflow?
DW (CapeMedia.io): Before webhooks, our team had to generate reports and send them manually. Now, Routy enables automatic webhook integrations, so data is sent in real-time to our partners’ own reporting systems. For example, if a partner wants to receive conversion data directly, Routy sends it via webhook, including all dynamic parameters and click IDs. This has completely removed the need for manual reporting. We used to spend hours compiling reports—now it’s instant.
Routy: Finally, what’s your biggest benefit you’ve seen – using Routy.app in your affiliate business?
DW (CapeMedia.io): Business intelligence is everything when scaling an affiliate business. If you don’t have accurate, granular data, you’re essentially running blind. Routy has provided us with the flexibility, automation, and deep-level insights needed to optimize our operations and scale efficiently. It’s more than a tracking tool—it’s a business intelligence solution that has completely transformed how we operate.
Final Thoughts
For affiliate marketers looking to scale, having robust business intelligence is non-negotiable. Routy.app has not only solved CapeMedia.io’s tracking challenges but has also empowered them with data-driven decision-making that leads to real growth. If you’re struggling with tracking, attribution, or reporting inefficiencies, it may be time to explore a tool like Routy that can adapt to your business needs.
