Definition
An iGaming funnel has three countable steps: the click, the registration and the first deposit. Operators pay affiliates on the third because it is the first point at which the player has real value; registrations alone are cheap to fake and easy to abandon. The offer specifies what counts: a minimum deposit, sometimes a wagering condition, and a qualification window after registration. An FTD that fails the qualifier is reported as a registration only.
Where FTD sits in the funnel
- Click: the visitor arrives from a popunder, push notification, native card or video ad with the click ID in the URL.
- Registration: the visitor creates an account; many offers report this as a secondary conversion so the buyer can read the funnel.
- FTD: the account is funded at or above the minimum; the operator or affiliate network fires the postback and the payout is credited.
- Redeposits and lifetime value: tracked for revshare and hybrid deals, not for pure CPA.
FTD metrics buyers watch
| Metric | Formula | What it tells you |
|---|---|---|
| Click-to-registration rate | Registrations ÷ clicks | Landing page and traffic fit |
| Registration-to-FTD rate | FTDs ÷ registrations | Operator onboarding and payment friction |
| Cost per FTD | Media cost ÷ FTDs | The number compared with the payout |
| FTD rate by source | FTDs ÷ clicks per source ID | Which placements to whitelist |
CPA, revshare and hybrid
A CPA deal pays a fixed amount per FTD. Revshare pays a percentage of the operator's net revenue from the player for life, so a single FTD can pay for months. A hybrid pays a smaller fixed amount plus a smaller percentage. Media buyers starting with a new operator usually take CPA for predictable cash flow and move to hybrid once they trust the operator's player value reporting.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| CPA | The model FTD offers use | Term page |
| iGaming | The vertical | Term page |
| Postback URL | How the FTD reaches the ad network | Term page |
| Revshare | Alternative payment model | Glossary entry |
FAQ
What does FTD mean in affiliate marketing?
First-time deposit, or first-time depositor: a new user who funded an account for the first time. It is the conversion iGaming and trading offers usually pay for.
Is a registration the same as an FTD?
No. A registration creates the account; an FTD funds it. Offers often report both so the buyer can see where the funnel leaks, but pay on the FTD.
What is a qualified FTD?
A first deposit that meets the offer's conditions, usually a minimum amount and sometimes a wagering requirement or a time window after registration.