FTD (first-time deposit) is a referred user's first real-money deposit with an online casino, sportsbook, broker, or similar operator. In iGaming and trading affiliate programs, the FTD is the key conversion event: CPA payouts are usually triggered by it, and FTD counts are the main volume metric operators use to evaluate and negotiate with affiliates.
How it works
The player registers through an affiliate's tracking link, completes any required verification, and makes a first deposit. The operator reports the FTD, typically through an S2S postback carrying the click ID and deposit amount. Most CPA deals add qualification criteria on top of the deposit itself, such as a minimum deposit amount, a minimum amount wagered, or a number of active days, before the affiliate is paid.
Example
Example: a sportsbook pays a $150 CPA for FTDs of at least $20 with at least $50 wagered.
Registrations from affiliate: 500
FTDs: 90
FTDs meeting the criteria: 72
CPA earnings: 72 x $150 = $10,800
Registration-to-FTD rate: 90 / 500 = 18%
Why it matters
For operators, the FTD is the first point at which a player has real value, but it is not proof of quality: a minimum deposit from a player who never returns can cost more in CPA than it earns. That is why programs also track post-deposit metrics such as NGR and may offer hybrid deals to balance upfront payouts against player value. For affiliates, FTD rate and average deposit size are the numbers operators negotiate on.
Promote only operators licensed in the player's jurisdiction, and follow local responsible-gambling and advertising rules. For how FTD connects to revenue metrics, see FTD, NGR, GGR and negative carryover.
Related: CPA, NGR, GGR, hybrid deal.