Definition
FTD (First-Time Deposit, also First-Time Depositor) is a new player's first successful deposit — the moment a registration becomes a customer. FTD count is the unit in which iGaming acquisition is bought, measured and paid for: affiliate deals, media buying targets and CPA agreements are typically denominated in FTDs.
Formula
FTD Count = distinct players whose first deposit completed successfully in the period
FTD Sum = total value of those first deposits · Avg FTD = FTD Sum ÷ FTD Count
Two derived metrics matter operationally:
| Metric | Required cut | What it can show |
|---|---|---|
| Avg and median FTD | Currency, market tier, source and product | Transaction-size mix without hiding skew |
| FTD distribution | Percentiles and payment method | Whether a mean is driven by a small number of deposits |
| Time to FTD | Identical click or registration start event and window | Where conversion latency differs by source |
| FTD contribution margin | Cohort NGR less variable costs over a stated horizon | Payback against fully loaded acquisition cost |
How operators use it
FTD is a common acquisition unit. Cost per FTD (CPFTD) should be judged against cohort contribution margin and LTV, not first-deposit size: a deposit is player cash-in, not operator revenue. Track Avg FTD, the median and distribution, time to FTD, source and product mix alongside raw volume, using the same observation window.
Avg FTD and conversion latency can be useful diagnostics per source, but neither proves traffic quality or intent. A lower amount may reflect payment limits, currency or product mix; a longer delay may reflect the attribution window, KYC or payment processing. Budget decisions require downstream second-deposit, NGR, retention and protection outcomes from comparable cohorts.
FTD count is also the denominator of the entire retention business: second-deposit conversion, deposit-based cohort retention and payback models all start from the FTD cohort. Getting the definition right — first successful deposit, counted once per player — is a precondition for every downstream metric being comparable across teams and reports.
Common misinterpretations
The most damaging confusion is between Avg FTD and ARPPU: Avg FTD is a one-time transaction size, ARPPU is revenue per paying player over a period — judging a channel "profitable" because Avg FTD exceeds CPFTD ignores everything after day one. A second trap is counting deposit attempts as FTDs, which silently inflates conversion reporting; only successful transactions qualify. Finally, FTD is a volume metric, not a value metric — celebrating FTD growth while second-deposit conversion collapses is buying churn.
Related metrics: Registration-to-Deposit Conversion · Second Deposit Conversion · ARPPU · LTV · Media Buy
Common questions
What does FTD mean in iGaming?
FTD stands for First-Time Deposit (or First-Time Depositor) — a new player's first successful deposit. It marks the conversion of a registration into a paying customer and is the standard unit for affiliate commissions and acquisition targets.
What is a typical average first deposit?
There is no defensible universal amount by market tier. Currency, payment limits, product, acquisition source, bonus design and cohort window all move the result. Use comparable historical cohorts, and report the median and distribution alongside the mean.
Is one FTD enough to cover acquisition cost?
Calculate it rather than assume. Compare contribution margin generated by the cohort with fully loaded acquisition and servicing cost over a stated payback window. First-deposit size alone cannot establish payback because deposits are cash flow, not operator revenue.