SOI vs DOI: Single vs Double Opt-In Dating Leads Explained

The SOI vs DOI question comes up in almost every dating lead deal, because it defines the exact event that triggers a payout. This guide is for media buyers, affiliate managers and publishers who buy or sell dating leads. After reading it, you will know how both lead types are counted and tracked, how to compare their real value per click, and which one fits your traffic.

What SOI and DOI mean in dating

A single opt-in (SOI) lead is a completed registration without any further confirmation; a double opt-in (DOI) lead is a registration that the user has confirmed in a second step, usually by clicking the link in a verification email.

The exact trigger depends on the offer:

• SOI is usually recorded when the registration form is submitted and an account exists. Some offers count a short form with email and password, others only the full form with age, gender and search preferences.
• DOI is recorded when the confirmation happens. Email confirmation is the usual trigger; some offers use SMS or phone verification, or define DOI as a completed profile.

Because these definitions vary, every agreement should state in writing which event is paid, how it is validated and how long the advertiser has to review it.

SOI vs DOI: key differences at a glance

Every DOI was an SOI first, so DOI volume is always a subset of SOI volume. The advertiser pays more per DOI because much of the risk, such as mistyped, fake or unreachable contacts, has already been filtered out.

How SOI and DOI conversions are counted and tracked

Treat SOI and DOI as two separate conversion events that point back to the same click. A clean setup looks like this:

1. Your tracker generates a click ID and passes it to the offer URL.
2. The advertiser stores the click ID with the new registration and fires an SOI postback with that ID.
3. When the user confirms, the advertiser fires a second postback with the same click ID and a different event name.
4. Each postback carries its own transaction ID, so a retried request is not counted twice.

Two details are behind many reporting disputes. First, the DOI postback can arrive hours or days after the click, so judge sources by click date once the confirmation window has closed, or recent traffic will look weaker than it is. Second, keep personal data such as email addresses out of postbacks, because the click ID is all the matching needs. The mechanics, from parameters to testing, are covered in our guide to S2S postback tracking.

Which pays more? Compare EPC, not payout

A higher DOI payout does not automatically mean higher earnings. Compare offers by earnings per click (EPC), which combines payout and conversion rate:

• EPC of an SOI offer = CR (click to SOI) × approval rate × SOI payout
• EPC of a DOI offer = CR (click to SOI) × confirmation rate × approval rate × DOI payout

Hypothetical example (illustrative numbers, not market rates): 1,000 clicks produce 40 SOI registrations (CR 4%), and 16 of those users confirm (confirmation rate 40%). Assume every lead is approved.

• SOI offer at $1.50 per lead: 40 × $1.50 = $60, EPC $0.060
• DOI offer at $4.00 per lead: 16 × $4.00 = $64, EPC $0.064

With equal approval rates, the break-even point is the confirmation rate at which both offers earn the same: SOI payout ÷ DOI payout, here $1.50 ÷ $4.00 = 37.5%. If your traffic confirms at 30%, the SOI offer earns more per click; at 50%, the DOI offer does. For the full set of formulas, see our overview of EPC, CR and CPL in dating.

Lead quality and fraud: why SOI needs closer monitoring

SOI numbers are easier to inflate because a submitted form is all it takes. Advertisers validate SOI leads more strictly, and both sides should watch these signals per source and sub-ID:

• a falling confirmation rate, one of the earliest quality signals you get
• clusters of disposable, invalid or near-identical email addresses
• registrations seconds after the click, or bursts at unusual hours
• repeated IP ranges or devices, and GEO mismatches between click and registration
• confirmed accounts that never log in again, complete their profile or send a message

DOI filters out much of this, but not everything, so activity after confirmation remains a useful check. Dating offers are for adults only (18+): targeting must exclude minors, and registrations that fail the age requirement are rejected. For detection methods and fair dispute handling, read our guide on click fraud in dating traffic.

Which lead type to choose as a buyer or a seller

For advertisers and media buyers

• Buy SOI when your onboarding and confirmation flow are strong, you validate leads yourself and you need many data points for fast optimization.
• Buy DOI when you test new or unknown sources, want to pay only for reachable users, or your funnel earns mainly from confirmed accounts.
• Combine both: pay on DOI but receive unpaid SOI postbacks as a leading indicator, so you can spot weak sources before the confirmations are in.

For publishers and affiliates

• SOI suits broader or colder traffic and new sources you want to test quickly, provided the leads survive validation.
• DOI suits high-intent traffic from review sites, content projects or consent-based email lists, where users register with real addresses. You earn more per event, but you carry the confirmation risk and wait longer for data.
• Decide by your own EPC: if an advertiser offers both, run each on a meaningful volume and compare.

Double opt-in, consent and GDPR

Confirming an account and consenting to marketing are two different things. A DOI in a dating funnel proves that the user controls the email address. If the advertiser or a partner wants to send promotional emails, it needs a lawful basis under Art. 6 GDPR, often consent; where it relies on consent, Art. 7 GDPR requires it to be able to demonstrate that consent was given. A DOI process that logs timestamps, the consent text shown and the confirmation click is a common way to create that record. Leads must never change hands between partners without a legal basis and transparency for the user; see our guide to GDPR-compliant lead generation in dating. This section is general information, not legal advice.

FAQ

What is the difference between SOI and DOI?

SOI is a registration without further confirmation. DOI is a registration the user has confirmed, usually through a link in a verification email. DOI leads are fewer but verified, which is why they pay more.

Why does DOI pay more than SOI?

Because part of the risk is already filtered out: only users with access to a working email address confirm, and confirming takes a deliberate extra step. That makes each DOI worth more to the advertiser than an unconfirmed registration.

Is double opt-in required by GDPR?

The GDPR does not prescribe a specific confirmation procedure. It requires a lawful basis for processing and, where you rely on consent, proof that consent was given. A DOI process is a widely used way to produce that proof, especially for email marketing.

How do I track SOI and DOI in one campaign?

Set up two conversion events in your tracker, both tied to the same click ID. The advertiser fires one postback at registration and one at confirmation, each with its own event name and transaction ID.

Conclusion

SOI delivers volume and fast feedback, DOI delivers verified users and fewer disputes, and the better choice depends on your confirmation rate and on how much validation risk each side is willing to carry. Compare offers by EPC, define the paid event in writing and track both events against the same click ID. If you are looking for SOI or DOI traffic from direct partners, talk to Leadpartner.