Affiliates and acquisition

FTD: a player's first deposit

FTD (First-Time Deposit) is a player's first deposit, and also the player who made it. It is the basis for affiliate CPA payouts, registration-to-deposit conversion and the cohorts used for retention and LTV.

Yevhen SychovOctober 2026

Formula and example

FTD conversion (reg2dep) = players with a first deposit / registrations x 100%2,000 registrations and 600 first deposits in a week: reg2dep is 30%.

What to track for FTD

  • Number of FTDs by source and by day.
  • First deposit amount: it reveals future VIPs early.
  • Time to FTD: how long it takes from registration to the first deposit.
  • Second deposit conversion: the main indicator of FTD quality.

FTD and affiliate payouts

Under the CPA model, the affiliate is paid for every FTD that meets the qualifying conditions (baseline): for example, a minimum amount of deposits or bets. Without a baseline, the affiliate also gets paid for players who make a single €10 deposit and never come back.

Common mistakes

  • Chasing FTD volume. Cheap traffic brings plenty of first deposits and few second ones.
  • Counting FTDs without a window. Conversion within a day and within a month are different numbers, so always state the window next to it.
  • Leaving the player alone after the FTD. You need a scenario between the first and second deposit: a reason to come back in the first 2-3 days.
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