FTD Explained: What a First Time Deposit Means for Affiliates
What FTD (first time deposit) means in iGaming affiliate marketing, how it differs from a registration and a qualified player, how to calculate FTD rate and how to raise it.
FTD stands for first time deposit: the moment a new player you referred puts real money into their account for the first time. It is the number iGaming affiliates watch most, because it is where a visitor becomes a player.
This guide explains what counts as an FTD, how it fits into the funnel, how to calculate your rates and how to improve them honestly.
Where FTD sits in the funnel
| Step | What happens | Common name |
|---|---|---|
| Click | Visitor clicks your tracked link | Click |
| Registration | Visitor creates an account | Reg / sign-up |
| First deposit | New player deposits for the first time | FTD |
| Qualification | Player meets the deal's conditions | Qualified FTD / QFTD |
| Ongoing play | Player keeps playing over time | Player value |
A registration alone is usually worth little to an operator. The FTD shows real intent. That is why most iGaming reporting, deals and conversations between affiliates and operators revolve around it.
Also note the timing. An FTD is usually credited to you only if the player signs up through your link and deposits within the program's attribution window. A player who clicked months ago and deposits much later may not count. Ask how long the window is.
FTD vs qualified FTD
Many CPA deals do not pay for every FTD. They pay for a qualified one, which might require a minimum deposit amount, some wagering, or the player being new to that brand and in an allowed country. Read your deal's definition carefully, because two deals with the same headline can pay very differently.
How to calculate your FTD rates
Two ratios tell you most of what you need. Example numbers below are an illustration only.
- Click to FTD = FTDs ÷ clicks. Example: 20 FTDs from 1,000 clicks = 2%.
- Reg to FTD = FTDs ÷ registrations. Example: 20 FTDs from 80 registrations = 25%.
- Cost per FTD (paid traffic) = spend ÷ FTDs. Example: $600 ÷ 20 = $30.
A low click-to-reg rate points at your page or your audience. A low reg-to-FTD rate can point at the brand's offer, payment options or the type of players you attract. See affiliate metrics explained for the full set.
How to raise your FTD rate honestly
- 1Send traffic only from GEOs where the brand is licensed and accepts players.
- 2Match the offer to the audience: sports fans to sportsbooks, game players to casinos.
- 3Explain the bonus terms clearly so players are not surprised and leave.
- 4Show which payment methods work in their country.
- 5Use a focused iGaming landing page instead of a generic one.
- 6Test one change at a time and compare by sub-ID.
Never offer players your own cash or rewards to deposit unless the operator explicitly allows it. Incentivised deposits usually break deal terms and get commission withheld.
FTD count is not the whole story
Fifty FTDs who never play again can be worth less than ten loyal players. That is why revenue share deals look at the player's whole lifetime. The CPA vs revshare guide explains the trade-off.
Responsible gambling: promote licensed brands only, in countries where they are legal, to adults (18+, or 21+ where the law says so). Never promise wins, never target minors or people who show signs of problem gambling, and always show help resources such as the local gambling helpline.
At AMZA your Wingman reads your FTDs and their quality with you every week.
FAQ
What does FTD mean in gambling affiliate marketing?+
First time deposit: a new player you referred deposits real money for the first time. Many CPA deals are built around it.
What is a good FTD rate?+
It depends on the traffic source, GEO and brand. Compare your own campaigns against each other rather than chasing a universal number.
Why do my FTDs differ from the operator's report?+
Common reasons are players from countries the brand does not accept, duplicate accounts, deposits outside the attribution window or deposits that did not meet the qualifying conditions. Ask for the reason per player when numbers differ a lot.
What is a QFTD?+
A qualified first time deposit: an FTD that also meets the deal's conditions, like a minimum deposit or wagering. Only these count for many CPA payouts.
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