CPFTD (Cost Per First-Time Depositor)

CPFTD (Cost Per First-Time Depositor) is the total acquisition cost an operator incurs to convert one user into a paying customer who makes their first real-money deposit. Unlike CPA, which measures the commission paid to a single affiliate per conversion, CPFTD captures the blended cost across all channels and expenses: affiliate commissions, media buying spend, deposit bonuses, onboarding costs, and attribution overhead.

CPFTD is a critical unit economics metric for iGaming and sportsbook operators because it directly determines the payback period for player acquisition. An operator with a CPFTD of $150 and an average player lifetime value of $300 knows they need roughly six months to break even on each acquired depositor. Tracking CPFTD at the affiliate level reveals which partners deliver cost-efficient depositors versus those whose referred players cost more than they generate.

Operators calculate CPFTD by dividing total acquisition costs for a period by the number of first-time depositors generated in that period. The formula accounts for CPA payouts, RevShare accruals, bonus costs, and any media spend. Segmenting CPFTD by traffic source, geography, and affiliate tier exposes where acquisition efficiency varies and where optimization opportunities exist.

Comparing CPFTD against FTD rate provides a complete acquisition picture. A high FTD rate with a high CPFTD may indicate expensive but effective campaigns, while a low FTD rate with a low CPFTD could signal organic growth. Operators use this pairing to calibrate commission structures and budget allocation across their affiliate program.