FTD Rate (First-Time Deposit Rate)
FTD rate is the percentage of referred users who complete a first-time deposit, measuring how effectively affiliate traffic converts into depositing players.
What it means in practice
FTD rate measures the percentage of referred visitors or registrants who go on to make their first deposit with an operator. It is calculated by dividing the number of first-time deposits by the total number of clicks or registrations, depending on the funnel stage being measured. A click-to-FTD rate of 5-15% is common in iGaming, while registration-to-FTD rates tend to be higher since the user has already shown intent.
For affiliate program operators, FTD rate is one of the most actionable metrics in the acquisition funnel. A low FTD rate with high click volume may indicate a mismatch between the affiliate's audience and the operator's product, or friction in the registration and deposit flow. By monitoring FTD rate per affiliate, per traffic source, and per geo-targeting segment, operators can identify which partnerships drive genuine depositing players versus low-intent traffic.
FTD rate also directly affects commission economics. In CPA models, a low FTD rate means the operator pays nothing for non-converting traffic, but the affiliate earns nothing either. In RevShare models, only depositing players generate revenue, so FTD rate determines how much of an affiliate's traffic actually contributes to earnings. Tracking this metric through postback integrations ensures both parties have accurate visibility into funnel performance.
How FTD Rate (First-Time Deposit Rate) works across industries
See how ftd rate (first-time deposit rate) is applied in the verticals Track360 supports, from qualification logic and payout structure to the operational context behind each model.
How Track360 handles this
Track360 calculates FTD rate per affiliate, campaign, and traffic source in real time. Operators can set up conversion funnel reports that show click-to-registration and registration-to-FTD rates, helping identify where drop-off occurs and which affiliates deliver depositing players.
Frequently Asked Questions
Common questions about ftd rate (first-time deposit rate), how it works in affiliate programs, and where it shows up across Track360's supported verticals.
FTD rates vary by vertical and traffic source. In iGaming, a click-to-FTD rate of 5-15% is typical for quality traffic. Registration-to-FTD rates are higher, often 30-60%. Paid media traffic tends to have lower FTD rates than organic or content-driven traffic because intent levels differ.
Related Terms
FTD (First Time Deposit)
FTD is the first successful deposit made by a newly referred user. In iGaming and some broker programs, it is one of the most common qualification events used for CPA payouts and partner reporting.
Conversion Rate
The percentage of clicks or visitors that complete a desired action, such as making a first deposit, opening an account, or purchasing a trading challenge.
CPA (Cost Per Acquisition)
CPA is a commission model where an affiliate earns a fixed payment for each qualifying action, such as a deposit, registration, or purchase, that a referred user completes.
Postback
A postback is a server-to-server HTTP callback confirming a conversion event like a registration, FTD, or purchase. Unaffected by ad blockers or cookies.
Player Acquisition Cost
The total cost of acquiring a new depositing player through affiliate and marketing channels, including commissions, bonuses, and operational overhead.
Conversion Funnel
A conversion funnel maps the stages a referred user passes through from initial click to qualifying action, showing where drop-offs occur in the affiliate journey.
Deposit Tracking
Deposit tracking is the process of recording and attributing player deposits to the affiliate or partner who originally referred that player.
Affiliate KPI (Key Performance Indicator)
Affiliate KPIs are measurable metrics used to evaluate partner performance, including conversion rate, EPC, player value, and ROI.
Continue Learning
Free structured courses that cover this topic and more.
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